BUS 345 Lecture Notes - Lecture 13: Sales Promotion, Liquid Oxygen, Personal Selling

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 345
• Professor: Unknown

Document Summary

Lo-2: discuss the changing communication landscape and the need for integrated marketing communications. What has changed in the communication landscape: consumers: better informed and communication empowered, market strategies: mass market has fragmented and focused programs created, technology: gives consumers and marketers access to more information. Pull strategies are directed towards the final consumers. Lo-3: describe how advertising objectives are set and how advertising strategy is developed. Lo-4: explain how advertising effectiveness is evaluated and the role of the advertising agency. Measured by the return on advertising investments (roai: should be measured on 2 scales, communications effectiveness, pre- and post- evaluations of launching an ad, sales and profits effectiveness, difficult to measure, highly dependent on product features, price, How does an advertising agency work? and availability: companies hire ad agencies because they"re usually more effective and knowledgeable than the staff on hand, international advertising is complicated by domestic diversity in culture, politics, laws, currency, etc