B MKT 432 Chapter Notes - Chapter 1: Brand Equity, Brand Loyalty, Advertising Campaign
Document Summary
Promotion: the communications process in marketing that is used to create a favorable disposition toward a brand of product or service. Promotional mix: a blend of communication tools used to carry out the promotion process and to communicate directly with an audience. Advertising: a paid mass-mediated attempt to persuade. Client / sponsor: the organization that pays for the advertising: if it is not paid for, it is not advertising, psa"s are not advertising. Advertising is mass mediated if it is delivered through a communication medium designed to reach more than 1 person. Integrated marketing campaign: the use of a wide range of promotional tools working together to create widespread brand exposure: it is a process, uses a mix of promotional tools that are scheduled and timed. Advertisement: specific measure that an organization has placed to persuade an audience. Advertising campaign: a series of coordinated promotional efforts, including ads, that communicate a specific idea or theme.
