MKT 702 Lecture Notes - Lecture 9: Shampoo, Olay, Target Market
30 Mar 2020
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Document Summary
Mass marketing communication 5 key topics: developing and managing an advertising program, advertising can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people. Even in today"s challenging media environment, good ads can pay off. P&g has also enjoyed double-digit sales gains in recent years from ads touting the efficacy of olay divinity anti-aging skin products and head & shoulders intensive treatment shampoo. In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. These decisions are summarized in figure 18. 1 and described in the following sections. Developing an advertising program: setting objectives, deciding on the budget, developing the advertising campaign, deciding on media, making effectiveness. Factors affecting budget decisions: stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, product substitutability. Advertisers go through three steps: message generation and evaluation, creative development and execution, and social responsibility review.
