MGMA01H3 Chapter 15: Chapter 15-Advertising
Document Summary
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) finding the right balance depends on the individual firm: developing the advertising strategy www. notesolution. com. advertising strategy the strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media. Big idea that will bring the advertising message strategy to a life in a distinctive and memorable way: creative concepts guide the choice of specific appeals. they have 3 characteristics: meaningful, believable, distinctive, message execution, execution style the approach, style, tone, words and format used for executing an advertising message. slice of life: typical people using the product in a normal setting.
