COMM 223 Chapter Notes - Chapter 15: Chocolate Chip Cookie, Advertising Campaign, Oscar Mayer

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Eric Martineau

Document Summary

Companies have to do more than simply create customer value they also have to clearly and persuasively communicate that value to target customers. Advertising any paid form on of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Marketing management has to make 4 important decisions when developing an advertising program: Developing advertising strategy (message decisions & media decisions) These objectives should be based on past decisions about the target market, positioning and the marketing mix which define the job that advertising has to do in the total marketing program. Overall objective = build customer relationships by communicating customer value. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by their primary purpose to inform, persuade or remind. Used when introducing a new-product category; the objective is to build primary demand.