BUSN 102 Study Guide - Final Guide: American Marketing Association, Digital Video Recorder, Online Advertising
26 Sep 2016
School
Department
Course
Professor
Document Summary
According to the american marketing association, value is a foundation of marketing. Value -- good quality at a fair price: adapting products to new markets is an ongoing challenge, product development is a key activity in any modern business. Promotion mix -- the combination of promotional tools an organization uses. traditional mix includes: Integrated marketing communication (imc) -- combines the promotional into one comprehensive strategy. Create a positive brand image: meet the needs of consumers, meet the strategic marketing and promotional goals of the firm. Promotional campaign: identify a target market, define objectives, determine a promotional budget, develop a unifying message, implement the plan, evaluate effectiveness. Advertising -- paid, non-personal communication through various media by organizations and individuals who are in some way identified in the message: major goals of advertising, inform, persuade, remind. Impact of advertising o yearly: consumers benefit because production costs of tv programs, radio programs, newspapers and magazines are paid.
