BU470 Lecture Notes - Lecture 4: Personal Selling, Marketing, Aisle
Document Summary
Ad creative should strengthen/enhance brand associations no meaningfulness. Marcom effectiveness: ooh out of home, place: advantage = very precise and captivates audience, disadvantage = only a few seconds, so message must be simple and direct, but place-based campaigns can also be complex and sophisticated. Marcom effectiveness: event: guidelines for choosing sponsorship opportunities include, audience delivered by the event must match the target audience of the brand, event must have sufficient awareness. Possess the desired image and be able to deliver desired effects with the target market: audience should be able to make positive attributions to the brand, not cluttered with other, distracting/diluting sponsors. Integrated campaigns: marketers should choose a variety of communication options to build brand equity. 6 relevant criteria include: coverage proportion of the audience reached by each communication option , contribution direct effect of each communication did it raise awareness? any overlap.
