MKTG 317 Lecture Notes - Lecture 7: Calgary Herald, Swiffer, Vitasoy

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Edmund Gee

Document Summary

Any paid form of non-personal communication: about an organization, good, service, idea, has an identified sponsor, the company must pay for it. High reach and low cpm (cost per thousand: reaches a large number of people at a lower cost, i. e. advertising in the calgary herald, on tv (superbowl) Limited message and expensive: only have time to get across one idea, meeting standards is costly. Standardized: everyone sees the exact same thing is consistent. Because it is mass, often reach people you might not want to reach. New products (uses), price changes, building image: can also be used to generate awareness. Building brand preference, encourage switching, product attributes: customer aware of you and your competitors, goal is to persuade them to pick your product over competitors. Product may be needed, where to buy, maintaining awareness: most products in maturity stage use this (cid:1) (cid:1)