MKT 100 Lecture Notes - Lecture 17: Advertising Campaign, Crisis Management, Call Centre

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Golam Aurup

Document Summary

Chapter 17 advertising, public relations, direct response (17-2) major types of advertising (17-2a) institutional advertising. Improve image of the company: maintain a favourable attitude about the company, roots 15- campaign. Advocacy expressing views on a cause (17-2b) product advertising. Pioneering: stimulate primary demand for a new product or product category, heavily used during the intro stage of the plc, provides in-depth info about the benefits of the product class, seeks to create interest. It may become the unique selling proposition for the company (17-3c) executing the message: the way the ads portrays its information. Fragmentation: proliferation of media choices has created fragmentation, forcing media planners to pay as much attention to where they place the ad as to how often, qualitative considerations. Involvement: attention to the program and commercial, program liking, lack of distractions. Pr department functions: media relations, product publicity, corporate communications, public affairs, employee and investor relations, crisis management.