BUSI 2204 Lecture 16: MKTG- Chapter 16
14 Dec 2017
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Document Summary
Chapter sixteen (advertising, public relations, and direct response) Marketing is about engaging in a conversation with that customer, and guiding the delivery of what is required to satisfy those needs. A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing terms. A form of advertising designed to enhance a company s image rather than promote a particular product. A form of advertising that promotes the benefits of a specific good or service. A form of advertising designed to stimulate primary demand for a new product or product category. The cost of reaching one member of the target market. Reach:the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks. Frequency:the number of times an individual is exposed to a given message during a specific period.
