ADM 2320 Chapter Notes - Chapter 15: Interactive Advertising, Sales Promotion, Liquid Oxygen

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ysabella Lee

Document Summary

Chapter 15 advertising, sales, promotions, and personal selling. Advertising: one-way mass communication about a product or organization that is paid for by an identified sponsor (e. g. , tv, radio, newspapers, magazines, books, billboards). Reaches a lot of people give a consistent message; You have control over the message; when/how often/what to say: most visible element of imc. Extremely effective at creating awareness and generating interest. Communicating customer value: building a brand and company image. Telling the market about a new product: describing available services and support. Persuading advertising: communication used to motivate consumers to take action, create liking, preference, conviction, and purchase, heavily used in competition, building brand preference. Keepi(cid:374)g the (cid:271)ra(cid:374)d i(cid:374) (cid:272)usto(cid:373)ers" (cid:373)i(cid:374)ds duri(cid:374)g off-seasons. Focus of advertisements: product-focused advertisements, used to inform, persuade, or remind consumers about a specific product or service. The application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment.