COMM 131 Lecture Notes - Lecture 15: Advertising, Sales Promotion, Product Placement
Document Summary
Advertising - a paid form of communication (message) created by the marketer (brand/firm) aimed at customers. Designed to: inform, persuade, maintain (current customers), and perhaps, entertain. Most of the time we talk about the entertainment portion. Steady increase trend (generally because the cost of it increase) As for the types used: the internet is starting to outpace the rest. While they are moving to internet (changing the ratio of their plans over a large portion of the advertisement spent generally goes towards tv. Account planning- objective planning, brief writing, coordination of the company. Media planning physical 28742$ that goes towards the advertisement: very complex (size effects, multi versions, where , what, etc. ) Creative strategy work internally to create the ads. Tell market about new product, new uses, price change. Build brand preference, encourage switching to your brand. Remind that product may be needed in the future, where to buy it. Keep in consumers mind during off season: maintain awareness.
