MGMA01H3 Chapter 15: Chapter 15 Notes
Document Summary
Advertising any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 4 important decisions when developing an advertising program: setting advertising objectives, setting the advertising budget, developing advertising strategy (message decisions and media decisions), and evaluating advertising campaigns. Objectives should based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. Advertising objective a specific communication task to be accomplished with a specific target audience during a specific period of time. Informative advertising is used heavily when introducing a new product category: objective build primary demand. Persuasive advertising becomes more important as competition increases: objective build selective demand. Reminder advertising is important for mature products it helps to maintain customer relationships and keep consumers thinking about the product. Advertising"s goal is to help move customers through buying process.
