General Business MRK213 Study Guide - Quiz Guide: Gross Margin, Ironing, Variable Cost
23 Sep 2016
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M r k 2 1 3 | t e r m t e s t # 1. Advertising: any form of impersonal, one-way mass communication about a product or organization that is paid for by a marketer. Most successful brands coca-cola were built long ago with heavy advertising and marketing investment. Their advertising today is to maintain brand awareness and market share. If the sales are low they haven"t achieved exposure needed to penetrate consumers" perceptual defences, affect purchase intentions. Product advertising: enhances the sales of specific good or service. Industrial advertising: builds up the image of the company/industry. Designed to establish, change or maintain the corporation"s identity. Advocacy advertising: organization expresses its view on or links its marketing campaign towards a particular cause or issue in the world, such as global warming. Corporate advertising: or shows the image of the company itself. Enhances the sales of specific good or service.
