DANCEST 805 Lecture Notes - Lecture 21: Copy Testing, Crisis Management, Pro Bono
Document Summary
Chapter 12 advertising and pr: advertising: the image of marketing. Consumer-generated advertising generation c phenomenon encourage consumers to. A campaign requires many different people to produce it: (a) account management; bono basis. Retail and local advertising; advertise to encourage customers to shop at a specific shop contribute to their next advertising campaign. Step 1: identify the target audiences inside the heads. Setting message objectives; advertising can be informational, persuade, and reminding. (2) setting budget objectives; allocate a percentage of overall communications budget, percentage-of-sales, and objective-task methods. Campaign is more than a cool ad campaign should be related to organization"s overall. Understand as much as possible about them use segmentation strategy try to get. Should be consistent with overall communications plan both message and costs. (1) Step 4: pre-test what the ads will say. Step 5: choose the media type(s) and media schedule.
