MKTG 2P91 Study Guide - Interactive Advertising, Advertising Campaign, Master Sergeant
Document Summary
Today"s marketing is closely related to integrated marketing communications in many ways. While imc involves a msg dealing with buyer-seller relationships, advertising consists of paid non-personal communication through various media with the purpose of informing/persuading members of a particular audience. Advertising is used by marketers to reach target markets with messages designed to appeal to business firms, not for profit organizations or the end consumer. Effective advertising strategies accomplish at least one of these tasks: informing, persuading and reminding. It is important for companies to be sure that their brands tie to a celebrity makes sense and is genuine. The advantages of this is that there will be improved product recognition in a promotional environment filled with hundreds of competing brand commercials. A celebrity testimonial generally succeeds when the celebrity is a credible source of information for the product being promoted. The most effective ads are those that establish relative links between the celebrity and the product being advertised.
