BUS 343 Study Guide - Telemarketing, Sales Promotion, Shopping Channel

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Zaheer Jiwani

Document Summary

Advertising, public relations, promotions, direct marketing and personal selling (chapter 11) Product advertising: message focuses on specific good or service. Institutional advertising: promotes the activities, personality, or point of view of an organization or company. Corporate advertising: promotes the company as a whole instead of the firm"s individual products. Advocacy advertising: state an organization"s position on an issue to sway public opinion. Public service advertisements: messages promote not-for-profit organizations that serve society in some way. Retail and local advertising: encourage customers to shop at a specific store or use a local service. Advertising is offensive and in bad taste. Advertising causes people to buy things they don"t really need. Step 2: establish message and budget objectives. Appeals: a reason for a person to buy a product. Information appeals or appeals emotion (fear, humour, sex) Execution formats: comparison /demonstration/ testimonial/ slice of life/ lifestyle. Tonality: mood or attitude the message conveys (straightforward/ humorous/dramatic/romantic/apprehension/fear)