MKTG 2030 Chapter 13: Marketing 2030 Chapter 13.docx
Document Summary
Advertising: creating effective advertising and how to evaluate or critique the effectiveness of advertising. Creating advertising: product advertising: an advertising message that focuses on a specific good or service. Television, radio, newspapers, magazines, internet banner advertising, outdoor: computer media: Communications media that transmit information through internet or via email messages. Banners: internet advertising in the form of rectangular graphics at the top of the web page. Buttons: small banner type advertisements that can be placed anywhere on a website. Permission based marketing: email advertising where online consumers have the opportunity to accept or refuse the unsolicited email: mobile media: M-commerce: promotional and other e-commerce activities transmitted over phones: out of home media: communications media that reach people in public places. Finished testing: critiques of advertising: not everyone likes the same ads but that does not show effectiveness. Advertising is effective when the following elements are done well: target audience, Communication objectives, overall communication strategy, positioning statement and key.