COMM 131 Chapter Notes -Marketing Mix, Fixed Cost, Predatory Pricing
Document Summary
Marketing management must make 4 important decisions when developing advertising program: setting advertising objectives: Advertising objectives: a specific communication task to be accomplished with a specific target audience during a specific period of time. The overall advertising goal is to help build customer relationships by communicating customer value. Objectives based on past decisions about the target market, positioning, and the marketing mix, defines what advertising should do in the total marketing program. Information advertising: used in introducing a new product or brand to the market. Objective: to build primary demand by communicating benefits. Persuasive advertising: important as competition in the product category increases; used to build selective demand. Comparative advertising: company directly/indirectly compares its brands with one or more other brands. Reminder advertising: for mature products, to maintain customer relationships and keep consumers thinking about the product. Overall goal: help move consumers through the buying product: setting the advertising budget:
