ADV 3008 Lecture Notes - Lecture 3: Profit Margin, A.D. Vision, Sales Promotion
Document Summary
What is advertising: advertising is non-personal form of promotion, delivered through media outlets (tv, radio, newspaper, outdoor advertising) new media emerging mobile devices, a promotion when the marketer must pay for the message, mass promotion. Mass approach may expose many to the message who are not in the target market. New technologies and new media offer more options for targeting (cellphones) Has been known as one-way communication but that too is changing. More media outlets= advertising ability to stimulate demand will improve: ad(cid:448)ertisi(cid:374)g"s i(cid:373)pact. Created thousands of companies and millions of jobs: variety of advertising. Tiny bit of advertising when a company has a very specific need (ex: employment ad) Small scale (ex: ads in phone book, on a web site) But, if o(cid:374)e of the co(cid:373)pa(cid:374)(cid:455)"s (cid:373)arketi(cid:374)g goals is to create consumer interest, it needs consistent advertising: good advertising campaign. Effective campaigns use good decision-making (planning, creating, delivering, evaluating) Larger companies manage some of the advertising activities.
