Textbook Notes (363,185)
Canada (158,247)
MGMA01H3 (184)
Chapter 15

Chapter 15 Notes

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University of Toronto Scarborough
Management (MGM)
Tarun Dewan

Chapter 15: 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 Setting Advertising Objectives 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 Primary purpose inform, persuade, or remind 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 Comparative adverting (some persuasive advertising become it) in which a company directly or indirectly compares its brand with one or more other brands All too often, such ads invite competitors responses, resulting in an advertising war that neither competitor can win Reminder advertising is important for mature products it helps to maintain customer relationships and keep consumers thinking about the product Advertisings goal is to help move customers through buying process Setting the Advertising Budget Advertising budget the dollars and other resources allocated to a product or company advertising program A brands advertising budget often depends on its stage in the product life cycle www.notesolution.com
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