ADM 2320 Lecture Notes - Lecture 24: Master Sergeant, Sales Promotion, Institute For Operations Research And The Management Sciences
10 Dec 2016
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Chapter 15: advertising, sales promotions, & personal selling (part 1) brian to | dec. 2016. 4 important elements of advertising: paid message, delivered thru media, must have identifiable source, designed to inform, remind, persuade. 4 types of advertising: product ad where we advertise product or service. Institutional ad promote city, institutions, buildings, places: ex. uotta(cid:449)a sig(cid:374) i(cid:374) toro(cid:374)to (cid:862)it starts here(cid:863, advocacy ad advocating cause (cause advertising, ex. breast cancer, tsunami relief, public service ad, ex. flu shots, stop drinking & driving. *note*: product & institutional = profit-making | advocacy & public service = for society** When you launch a campaign, recall consumer behaviour, consumers behave in a particular way. We want them to think (cognitive), feel (affective), & act (d) You want to walk the customers thru the stages & bring them along. What do you do you want customers to have positive actions, loyalty, defending company Communication should be designed to take them thru stages.
