Textbook Notes (368,588)
Canada (161,988)
Commerce (596)
COMM 131 (63)
Chapter 12

Chapter 12 - IMC Advertising.docx

2 Pages
105 Views
Unlock Document

Department
Commerce
Course
COMM 131
Professor
Jacob Brower
Semester
Winter

Description
Marketing: Chapter 12 – IMC Advertising (Week 10) ADVERTISING PROGRAM DEVELOPMENT DECISIONS: • Setting Advertising Objectives o Advertising Objective: specific communication task to be accomplished with a  specific target audience during a specific period of time; overall advertising goal  is to help build customer relationships by communicating customer value o Types of Advertising:  Informative • Used heavily when introducing new product/brand to market • Can have educational purpose  Persuasive • Important as competition increases • Build selective demand and show how their product is better  Comparative (or Attack) • Company directly or indirectly compares its brand with one or  more other brands  Reminder • Important for mature products • Helps maintain customer relationships and keeps consumers  thinking about the product • Setting the Advertising Budget o Advertising Budget: the dollars and other resources allocated to a product or  company advertising program o Affordable Method: setting the advertising budget at the level management thinks  the company can afford o Percentage­of­Sales Method: setting the promotion budget at a certain percentage  of current or forecasted sales, or as a percentage of the unit sales price o Competitive­Parity Method: setting the promotion budget to match competitors’  outlays o Objective­and­Task Method: developing the advertising budget by:  Defining specific objectives  Determining the tasks that must be performed to achieve these objectives  Estimating the costs of performing these tasks. The sum of these costs is  the proposed advertising budget • Developing Advertising Strategy (Message Decisions and Media Decisions) o Advertising Strategy: consists of two major elements: creating advertising  messages and selecting advertising media o Creating the Advertising Message:  Advertising can only succeed if advertisements gain attention and  communicate well o Technology and communication methods have changed, therefore advertisers  must better 
More Less

Related notes for COMM 131

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit