MKTG 2201 Chapter Notes - Chapter 15: News, Product Placement, Digital Signage

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Document Summary

Product advertising the message focuses on a specific good or service most common. Advertising campaign is a coordinated comprehensive plan that carriers out promotion objectives: results in a series of advertisements placed in various media over a period of time. Limited service agency provides one or more specialized services such as media buying or creative development. Online consumer comments, opinions and discussions, reviews, photos images, videos, podcasts, webcasts and product related stories available to other consumers. Consumers are more likely to trust messages from other consumers. Do it yourself advertising companies invite consumers to create advertisements. Offers feedback on how consumers perceive the brand. Crowdsourcing a practice in which firms outsource marketing activities to a community of users. Advertising is deceptive: corrective advertising messages that clarify or qualify previous claims, puffery claims of superiority that neither sponsors nor critics of the ads can prove true or untrue. Advertising is offensive and in bad taste.

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