MKTG 300 Chapter Notes - Chapter 15: Public Relations, Investor Relations, Polskie Radio Program Iii
Document Summary
Mktg 300: chapter 15 advertising and public relations notes. Abbreviations: - change; comp - company; mktg - marketing; cr - customer relationships. Advertising any paid form of nonpersonal presentation and promotion of idea, g/s by identified sponsor. 1) advertising objective specific communication task to be accomplished with a specific target audience during a specific period of time -- primary purpose: to inform, persuade, or remind. 2) advertising budget dollars & other resources allocated to a product or company advertising program. 3) advertising strategy company accomplishes its advertising objectives -- 2 elements: creating advertising messages and selecting advertising media. 4) return on advertising investment measure = net return / costs of the advertising investment. Madison and vine term that represents the merging of advertising and entertainment in effort to break thru the clutter and create new avenues for reaching customers w more engaging messages. Creative concept compelling big idea that brings ad. message strategy to life in a distinctive/memorable way.