BUSI 2210 Chapter Notes - Chapter 16: Product Placement, Crisis Management, Target Market
17 Mar 2017
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Chapter 16: advertising, public relations, and direct response. Advertising: any form of impersonal, one-way mass communication, paid for by the marketer, marketers need to measure the incremental value of spending additional money on advertising vs. sales increase to ensure the greatest return on investment. Advocacy interest image, etc: product promotes the benefits of a specific good or service, pioneering generate interest and awareness. Build demand and create: competitive used to indicate differences across brands based on quality, comparative directly or indirectly compares two or more brands based on. Institutional promotes the corporation as a whole: an advertising campaign is a series of related advertisements focusing on a product attributes. Creative decision in advertising common theme, slogan and set of advertising appeals for a particular product for a defined period of time: marketers must establish goals/objectives before creating advertising campaign. Creative design: identify product benefits, develop and evaluate appeals, execute the message, evaluate effectiveness.
