MCS 1000 Chapter Notes - Chapter 17: Sales Promotion, Product Placement, Crisis Management

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Types of advertisements: advertising: any paid form of non-personal communication about an organization, good, service or idea by an identified sponsor, prepared for different purposes but can be separated into 2 groups: Institutional: classified based on whether they are: Direct-response advertising: intended to get the consumer to take immediate action. Delayed-response advertising: to influence future purchase or actions. Tv ads used to generate phone calls to the company: delayed-response ads: present images and/or information designed to influence the consumer in the future when making purchases or taking other actions. Marketers rely on these ads as part of their marketing efforts or attempt to obtain an immediate return on their advertising dollar and measured response in terms of advertising effectiveness. Developing the advertising program-promotion decision process from chapter 16 can be applied to each of the promotional elements a. Identifying the target audience: all aspects of an advertising program are likely to be influenced by the characteristics of the prospective customer.