BUS 202 Lecture Notes - Lecture 14: Media Mix, Infomercial, Diminishing Returns
13 Dec 2016
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Document Summary
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. p. 414, 436 advertising appeal. A reason for a person to buy a product. p. 443 advertising campaign. A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. p. 441 advertising objective. A specific communication task that a campaign should accomplish for a specified target audience during a specified period. p. 442 advertising response function. A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns. p. 436 advocacy advertising. A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks. p. 439 audience selectivity. The ability of an advertising medium to reach a precisely defined market. p. 454 comparative advertising.
