MGMA01H3 Chapter 15: Chapter 15 Notes
Document Summary
Reviewing objectives and key terms: define the role of advertising in the promotion mix. Advertising the use of paid media by a seller to inform, persuade, and remind buyers about its products or organization is an important promotion tool for communicating the value that marketers create for their customers. Canadian marketers spend more than billion each year on advertising, and worldwide spending exceeds billion. Advertising takes many forms and has many uses. Advertising decision making involves decisions about the advertising objectives, the budget, the message, the media, and finally the evaluation of results. Advertisers should set clear target, task, and timing objectives, whether the aim is to inform, persuade, or remind buyers. Advertising"s goal is to move consumers through the buyer-readiness stages. Some advertising is designed to move people to immediate action. However, many of the ads you see today focus on building or strengthening long-term customer relationships.
