MKTG 396 Lecture Notes - Lecture 15: Advertising, Marketing Management, Investor Relations
Document Summary
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. A specific communication task to be accomplished with a specific target audience during a specific period of time. Is used heavily when introducing a new-product category. Important for mature products; it helps to maintain customer relationships and keep consumers thinking about the product. The dollars and other resources allocated to a product or a company advertising program. Advertising strategy the strategy by which the company accomplished its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media. A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages (advertainment) The general message that will be communicated to consumers. The (cid:272)o(cid:373)pelli(cid:374)g (cid:862)(cid:271)ig idea(cid:863) that (cid:449)ill (cid:271)ri(cid:374)g the ad(cid:448)ertisi(cid:374)g (cid:373)essage strateg(cid:455) to life in a distinctive and memorable way.
