Management and Organizational Studies 2320A/B Chapter Notes - Chapter 15: Advertising, Comparative Advertising, Marketing Management

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Developing advertising strategy (message decisions and media decisions) Setting advertising objectives: the overall advertising objective is to help build customer relationships by communicating customer value, advertising objective: a specific communication task to be accomplish with a specific target audience during a specific period of time. Setting the advertising budget: advertising budget: the dollar and other resources allocated to a product or company advertising program, factors that should be considered: Market share because building the market or taking market share from competitors requires larger advertising spending than does simply maintaining current share, low share brands usually need more advertising spending as a percentage of sales. Brands in a market with many competitors and high advertising clutter must be advertised more heavily to be noticed above the noise in the market. Undifferential brands those that closely resemble other brands in their product class may require heavy advertising to set them apart.

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