MKTG 2030 Chapter Notes - Chapter 13: Rsa Insurance Group, Crisis Management, Media Consumption
Document Summary
Advertising is non-personal communication paid for by an identified sponsor using mass media to persuade or inform an audience. Most common element of communication mix; attracts a lot of a communication budget (enjoyable to do) Often unparalleled in its ability to demonstrate products (particularly services), use sights and sounds to create desire, and repeat the message as often as necessary to have an impact on receivers. Reflects and shapes our culture, and so effective that there are laws in place limiting its use for vulnerable audiences (i. e. children, promotion of undesirable products such as cigarettes) Canadian businesses spend close to . 6 billion a year on advertising. Institutional advertising promotes activities, personality, point of view of a firm, or build demand for a product category (i. e. canadian egg producers" ads encouraging consumers to get cracking ) Advocacy advertising strategy stating a firm"s position on an issue in order to sway public opinion.
