COMMERCE 2MA3 Study Guide - Search Engine Marketing, Puffery, Online Advertising
7 Dec 2013
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Document Summary
Paid, nonpersonal communication through various media about a business firm, not-for- profit organization, product, or idea by a sponsor identified in a message that is intended to inform, persuade, or remind members of a particular audience. Nonpersonal promotions develop promotional mixes and marketing communication strategies. Used by marketers to reach certain groups of people with messages designed to appeal to business firms, not-for-profits, or ultimate consumers. Nonpersonal selling of a particular good or service, the type people picture when they think of promotions . Promotes a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographical location, or government agency. Broader concept than corporate advertising nonproduct advertising sponsored by a specific profit-seeking firm. Advertising must create interest in the brand by: Reinforcing existing attitudes about an established brand. Creating an overall impression about a new product. Giving the consumer a reason to act.
