MGMA01H3 Chapter Notes - Chapter 15: Advertising, Marketing Mix, Target Market
Document Summary
Mgma01 chapter 15: advertising and public relations: advertising: Advertising any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Good way to inform and persuade: setting advertising objectives: Advertising objective a specific communication task to be accomplished with a specific target audience during a specific period of time. Based on past decisions about: help build customer relationships by communicating customer value, target market, positioning, marketing mix, informative advertising used heavily when introducing a new-product category. Build primary demand selective demand: persuasive advertising more important as competition increases build. Can become comparative advertising (attack advertising) company directly/indirectly compares its brand with one or more other brands. Must be careful with comparative advertising advertising wars: reminder advertising important for mature products maintains customer relationships and keep consumers thinking about the product. Advertising budget the dollars and other resources allocated to a product or a company advertising program.
