BUS-3230 Chapter 1: Advertising-Chapter 1 Notes
14 Mar 2012
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Document Summary
Primary role of advertising + how it relates to marketing and marketing communication decisions. It"s primary role is to influence thought patterns and purchase behaviours of a target market to view the g/s in a favourable manner. It is a paid form of marketing communication through the media. It is undoubtedly the most visible form of marketing. Shows relevant product info and why it is important to purchase. Then it tries to motivate target market to purchase the g/s. It can accomplish specific tasks such as increasing public awareness of a g/s and its features, etc. Plays a major role in achieving brand and company objectives by helping to attract new customers and retaining current customers. Integrated marketing communications and how it helps solve business problems. Imc = involves the coordination of all forms of marketing communications into a unified program that maximizes the impact upon consumers and other types of customers. Consumer side e. g"s = coupons, cash refunds, contests.
