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Chapter 15

MKTG 300 Chapter 15: Advertising and Public Relations Notes

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University of San Diego
MKTG 300
O'' Neal Carlton

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 ● Execution Style → approach, style, tone, words, and format used for executing an advertising message ○ Slice of life, lifestyle, fantasy, mood/image, musical, technical expertise, testimonial or scientific evidence ● Advertising Media → vehicles thru which advertising messages are delivered to their intended audiences ○ (1) Determining reach, frequency, impact and engagement (2) Choosing among major media types (3) Selecting specific media vehicles (4) Choosing media timing ● Major Media Types Advantages Disadvantages Television Good mass marketing coverage High absolute costs Digital & Social Media (InternetHigh selectivity Potentially low impact Newspapers Flexibility Short life Direct Mail
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