Textbook Notes (363,140)
Canada (158,217)
MGMA01H3 (184)
Chapter 15

Chapter 15-Advertising

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University of Toronto Scarborough
Management (MGM)
Alison Jing Xu

Chapter 15- Advertising and Public Relations Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor Advertising is a good way to inform and persuade SETTING ADVERTISING OBJECTIVES o Advertising Objective A specific communication task to be accomplished with a specific target audience during a specific period of time o The aim can be to inform, persuade or remind o Information Advertising Objective is to build primary demand Inform o Persuasive Advertising more important as competition increases, objective is to build selective demand Some persuasive advertising has become comparative advertising, in which a company directly or indirectly compares its brand with one or more other brands o Reminder Advertisingimportant for mature products, maintains brand relationship o Overall advertising goal is to help move customers through the buying process o Setting the Advertising Budget Advertising Budget The dollars and other resources allocated to a product or company advertising program Often depends on the stage in the product life cycle (the earlier the more advertising needed) Market Share also affects the amount of advertising (smaller the share, larger the advertising budget) More competitors, more advertising Finding the right balance depends on the individual firm o Developing the Advertising Strategy www.notesolution.com
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