MKTG1021 Study Guide - Quiz Guide: Online Advertising, Self-Service, Media Planning
Document Summary
Why firms need to create new products. Innovation: process through which ideas become new products and services in order to help firms grow. Differ in degree of newness, the newer the slower the integration happens. Nothing similar to it exists on the market. Much advertising focusing on difference between brands. Determine whether to eliminate or remake a product. Use all marketing mix elements to portray a consistent message, takes the best of each form of communication to get the most effective campaign possible. Senders try to change message for different targets. First senders get people"s attention (usually use omni channel approach) Then people need to begin to persuade the consumer. Sometimes people need to be exposed to ads multiple time and it"s hard to tell which campaign worked. Free media attention, pr is becoming more important. Either for user consumers or channel members. Used with other forms of integrated market communications.
