MKT-3010 Lecture Notes - Lecture 18: Unique Selling Proposition, Media Mix, Institute For Operations Research And The Management Sciences
13 Mar 2018
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Impersonal: word-of-mouth marketing is marketing but not advertising, what are the steps when planning an ad campaign, 1. Determine advertising budget huge part: 4. Why is identifying the target audience important: understand who they are trying to reach through research, must know who they"re reaching to know how to effectively advertise to this market. Institutional focused: informs, persuades, and reminds about any issue related to politics, industry, and geographic industry: psa: betterment of society, sponsored by nonprofits, typically free, ex. How do marketers assess which type of appeal to use: appeals: logos, ethos, and pathos. Informational appeals: rational brain those who decide off facts of products benefits: emotional appeals: how you sell the message, consumer"s emotional desires rather than needs. Mcdonalds billboard on a highway: niche media; narrowcasting. Mcdonalds billboard in a neighborhood: advertising schedule: how often/long to be on air/advertising, continuous: same level all year long but different ads, repeat purchases often, ex.
