MKTG 2030 Chapter Notes - Chapter 11: User-Generated Content, Advertising Campaign, Creative Services
6 Nov 2014
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Document Summary
Mass media communications are still best way to reach a large audience but now companies are increasingly using creative mixes of platforms to reach various target markets. Advertising: nonpersonal communication an identified sponsor pays that uses mass media to persuade/inform an audience. It allows companies to communicate their message in a favourable way and to repeat the message as often as they feel necessary. Product ads: advertising messages that focus on a specific good/service. Institutional advertising: promotes the activities, personality or pt of view of a company: corporate ads: promotes the company as a whole instead of the firm"s products (ex. Retail and local advertising: ads created by major retailers and small businesses to encourage customers to shop at a specific store or use a local service. Advertising campaign: coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in various media over a period of time usually all have the same look/feel.
