MKTG 301 Study Guide - Final Guide: Max Media, Sales Promotion, Grocery Store

• School: George Mason University
• Department: Marketing
• Course: MKTG 301
• Professor: Gautham Vadakkepatt

Document Summary

Firms conduct research to identify their target audience, then use the information they gain to set the tone for the advertising program and help them select the media they will use to deliver the message to that audience. The goal is to get consumers to pull the product into the marketing channel by demanding it. Designed to increase demand by focusing on wholesalers, retailers, or salespeople. First firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives. Second advertising expenditures vary over the course of the product life cycle. Third, the nature of the market and the product influence the size of advertising budgets. Markerts determine what they want to convey about the products or service. First, firm determines key message it wants to communicate. Second firm decides what appeal would most effectively convey message.