MKT 320F Chapter Notes - Chapter 16: Social Network, Linkedin, Unique Selling Proposition
Document Summary
Book notes chapter 16: advertising, publicity, and sales promotion. Advertising, publicity, sales promotion, and marketing strategy planning. -advertising, publicity, and sales promotion play crucial role in promotion blend. -important for positioning firm as one that meets customers needs. -advertising agencies that marketing managers work with have to decide advertising objectives and what they want to achieve. 1: who the target audience is, what kind of advertising to use, which media to use to reach the target customer, what to say, who will do the work (firms own marketing or advertising people or outside agency) -choices available to a marketing manager may vary. -commercial television may not be available, able to read?, no radio broadcasts, no internet access all possible. -us corps on average spen about 2. 5% of their sales dollars on advertising. Advertising doesn"t emply that many people: major expense is for media time and space.
