COMM 296 Chapter Notes - Chapter 18: Sales Promotion, Media Mix, Mass Media
Document Summary
Comm296 - chapter 18 - advertising, public relations and sales promotion. A paid for of communication from an identi able source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future. It is a > billion industry. Informative advertising - used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. Persuasive advertising - used to motivate consumers to take action. Reminder advertising - used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their lifecycle. Product focused: used to inform, persuade or remind consumers about a speci c product or service. Institutional advertising: informs, persuades or reminds consumers about issues related to places,politics or an industry (got milk?)
