MCS 3620 Chapter Notes - Chapter 4: Marketing Communications, Native Advertising, Detergent

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Advertising planning: creative: communications essentials , the development and implementation of the advertising message is key to the creative process, developing a message that will penetrate a vastly saturated marketplace is the biggest challenge. Communication: the transmission, receipt, and processing of information between a sender and a receiver. Encoding: the transformation of a message into a meaningful format, such as an advertisement, a mailing piece, or an article in a newspaper. Transmission: the sending of a message through a medium such as television, radio, newspapers, magazines, outdoor advertising, online, etc. Potential complications in communication: the message was misaligned with customer attitudes, the message did not achieve desired frequency, the (cid:272)o(cid:373)petitio(cid:374)(cid:859)s (cid:373)essage (cid:449)as (cid:373)ore (cid:272)o(cid:374)(cid:448)i(cid:374)(cid:272)i(cid:374)g, the competition spent more on advertising, new entrants invested heavily in advertising. Chapter 4: action, the desired action occurs and the consumer takes action and they buy for the 1st time, a second theory examines the degree of involvement the consumer has with the product (fcb.

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