JOUR 331 Study Guide - Midterm Guide: Federal Trade Commission, Curtis Publishing Company, Brand Awareness
Document Summary
Unlike content on media, advertising is not organic (things people share/link), content is created by advertiser; it"s not a viral concept. Return on investment (%) = net profit ($) / investment ($) Reaching individual customers is very expensive -> measure involvement, attention, and or media loyalty. The objectives of advertising must be viewed from a communication perspective. Advertising objectives might be different from marketing objectives despite the fact that good advertising objectives must complement the marketing objectives. Advertising objectives : awareness/thinking/attitude based; focused on contributing more to product purchase, but it"s not the main objective; hope to influence people"s attitudes. Marketing objectives : action based; focused on product/service. At the individual level, to inform and persuade consumers. To inform: to influence knowledge or beliefs through providing relevant information. To persuade: to generate or change attitude, in which the advertised brand is viewed as more favorable than before or vis- -vis competitors.
