MKTG 2201 Chapter Notes - Chapter 12: Native Advertising, Public Relations, Investor Relations
29 Apr 2017
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Direct and digital marketing effects: very believable to readers, can dramatize a company or product, reaches many prospects, effective economical when well thought out, more targeted and interactive, immediate and personalized. Push- calls for using the sales force and trade promotion to push the product through the channels. Pull- calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel. Advertising objective: a specific communication task to be accomplished with a specific target audience during a specific period of time, three purposes: Reminding consumers that the product may be needed in the near future. Keeping the brand in a customer"s mind during off-seasons: affordable method, percentage-of-sales method, competitive-parity method, objective-and-task method- set objective, determine tasks needed, estimate cost. Advertising strategy: accomplishes the company"s advertising objectives, major advertising strategy elements, creating advertising messages, selecting advertising media.
