DANCEST 805 Lecture Notes - Lecture 19: Comparative Advertising, Permission Marketing, Online Advertising
Document Summary
Types of advertising: size they choose varies, 2004 newspaper were the biggest. Product advertising: the message focuses on a specific good or service (beanz meanz heinz), biggest. Retail and local advertising: major retailers and small, local businesses advertise to encourage customers to shop at a specific shop or use a local service. Consumer generated advertising: generation c phenomenon, included in blogs on the web, putting content in the hands of consumers is risky, created own ads. Developing the advertising campaign: the campaign should be intimately related to the organization"s overall communications goals, must have a good idea of whom to reach, what it will take to appeal this market and where and when. Step 1: identify the target audiences: understand as much as possible about the audience and what turns them on/off, researchers often identify the target audience from research related to a segmentation strategy.
