MKT-3010 Lecture Notes - Lecture 18: Puffery, Media Mix, Federal Communications Commission
Document Summary
11/06/2014: paid and from an identifiable source, persuasive. Want someone to act now and/or the future: the most visible element of imc, generates awareness and interest, impersonal (compared to other ways, tools: Identify target audience: target audience is the focus. Set advertising objectives: sales or focusing on creating awareness, advertising plan: what are the objectives of the ad and how will we meet these objectives, strategies. When the consumers demand pulls the product through the supply chain. When you create demand by pushing the product through the supply chain: overall objective. To get a consumer to act in a specific way. We see this in growth and maturity because there is a lot of competition. The objective when going through rebranding or repositioning. Products in the maturity phase will be engaged in reminder advertising: focus. Not done by firms: corporate social marketing is done by firms. Is it one big purchase: key message.
