MCS 1000 Lecture Notes - Lecture 17: Right Media

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Raffi Sarmazian

Document Summary

Chapter 17 advertising, sales promotion, and public relations. Focus on selling a good or service and take three forms: pioneering (informational, competitive (persuasive, reminder. Designed to build a goodwill or an image for an organization, rather than promote a specific good or service: advocacy (public support for a cause, pioneering, competitive, reminder. User-generated content: media generated by users and disseminated via various channels, in particular, the internet. Pre-testing: tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select alternative versions of an advertisements. Post-tests: conducted after and advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose: Sales tools used to support a co(cid:373)pa(cid:374)y"s advertisi(cid:374)g a(cid:374)d perso(cid:374)al selli(cid:374)g efforts directed to ultimate consumers. Sales tools used to support a co(cid:373)pa(cid:374)y"s advertisi(cid:374)g a(cid:374)d perso(cid:374)al selli(cid:374)g efforts directed to wholesalers, distributors, or retailers.