BUAD 332 Final: BA 332 Exam 4 Study Guide (Chapter 12).docx
Document Summary
Chapter 12 communicating customer value: advertising and public relations. Firms are doing less broadcasting and more narrowcasting. A strong need for integrated marketing communications (imc) exists because conflicting messages from different sources can create confusion or blur brand perceptions. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Affordable: based on what the company thinks it can afford. Percentage-of-sales: based on a percentage of current or forecasted sales. Objective-and-task: set objectives, determine tasks to achieve objectives, sum of task costs equals budget. Develop compelling creative concept, the big idea . Advertising appeals should be meaningful, believable, and distinctive. Reach: percentage of people exposed to ad. Frequency: number of times a person is exposed to an ad. Media impact: the qualitative value of a message exposure through a given medium. Media vehicles: specific media within general media type.
