MGMC11H3 Lecture Notes - Lecture 6: Copy Testing, Marketing Communications, Geotargeting
Document Summary
Marketing communications: means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the brands they sell. Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Message strategy: what an ad attempts to convey about the brand. Creative strategy: the way the ad expresses the brand claims. Copy testing: a sample of consumers is exposed to candidate ads and their reactions are gauged in some manner. Direct response: uses mail, telephone, internet, and other contact tools to communicate with or solicit a response from specific customer and prospects. Precision marketing: combining data analytics with strategic messages and compelling colors and designs in their communications. Place advertising: broadly defined category that captures advertising outside traditional media. Promotions: short term incentives to encourage trail usage of a product or service. Paid media: all the various forms of more traditional advertising media including tv and print.
