ADMS 2200 Lecture Notes - Lecture 11: Advertising Management, Interactive Advertising, Comparative Advertising

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

(advertising and digital communications & personal selling and sales promotion) After idea conception, ad must be refined from rough sketch to finished layout. Quick, visual communication of simple ideas; link oo local. After selecting media, marketers determine the most effective timing and sequence for a series of advertisements. Media research-assesses how well particular medium delivers message, where and when to place the message, and the size of the audience. Message research-tests consumer reactions to an advertisement"s creative message through pretesting and post-testing. Most expensive and effective method: measuring whether target audience heard message & whether it had intended influence. Conduct focus groups, interview opinion leaders, before-and-after polls. Personal selling-interpersonal influence process involving a seller"s promotional presentation conducted on a person-to-person basis with the buyer. Selling is an activity that is thousands of years old. Relationship selling-regular contacts between sales representatives and customers over an extended period to establish a sustained buyer-seller relationship.