COMM 223 Chapter 15: Advertising and Public Relations (Kotler: Principles of Marketing, 9th Canadian ed)

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Frederick Tobin

Document Summary

Advertising - any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identi ed sponsor. Marketing management makes these decisions when developing advertising programs: 2. setting advertising objectives setting advertising budget: developing advertising strategy (message decisions and media decisions, evaluating advertising campaigns. Should be based on past decisions about target market, positioning, and marketing mix, which de ne job that advertising must do in total marketing program. Overall objective to help build customer relationships by communicating customer value. Advertising objective - speci c communication task to be accomplished with speci c target audience during speci c period of time. Can be classi ed by primary purpose: to inform, persuade, remind. Informative advertising used heavily when introducing new-product category. Persuasive advertising becomes more important as competition increases. Helps maintain customer relationships and keeps consumers thinking about product. Advertising budget - dollars/other resources allocated to product/company advertising program.