ADM 2320 Lecture Notes - Lecture 14: Mass Media, Media Mix, Media Planning
Document Summary
Integrated marketing communications: represents promotion; encompasses a variety of communication disciplines advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media. Communicating with consumers: the communication process, sender wishes to share information clearly. Unique selling proposition (usp) differentiating a product by communicating its unique attributes: the appeal: 3 main appeals are logos (logical), ethos (ethical) and pathos (emotional); advertisers use different appeals to portray their product or service. Rational appeals help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably. Continuous schedule: runs steadily throughout the year and is suited to p&s that are consumed continually at relatively steady rates. Flighting: an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising. Pulsing: combines the continuous and flighting schedules by maintain a base level of advertising, but increasing advertising intensity during certain periods.