MGT 3300 Chapter Notes - Chapter 15: Order Of Newfoundland And Labrador, Unk, Behavioral Targeting
Document Summary
Advertising, publicity, sales promotion, and marketing strategy planning. Play a central role in the promotion blend. Provide relatively low-cost way to inform, persuade, and activate customers. Results that firms actually achieve very even. Half of the money spent on these activities is wasted not sure which half. Different decisions mm (and advertising agencies maybe) have to make. What they want to achieve through advertising. Which media to use to reach target customers. Who will do the work firms own marketing/advertising people or outside agency? o. Basic strategy planning decisions for advertising, publicity, and sales promotion are same regardless of where target market is located. Look and feel can vary a lot: cultural influence o. Total spending is big and growing internationally. China will soon be the world"s second-largest advertising market: most advertisers aren"t really spending that much. Total is high, but u. s. corporations spend avg. of about 2. 5% of their sales dollars on advertising.
