MCS 1000 Chapter Notes - Chapter 17: Uptodate, High Visibility, Alternative Media

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Chapter 17: advertising, sales, promotion and public relations. Advertising: any paid form of non-personal communication about an organization, good, service, or idea by an identi ed sponsor: direct-response advertising intend to get customer"s immediate action, delayed-responses advertising in uence future purchase or action. Identifying the target audience: must identify target audience, aspects of adverting program are in uenced by characteristics of prospective consumer, needs, lifestyles, attitudes and demographics off the target market are essential, scheduling can depend on audience. Specifying advertising objectives: advertise with objective of , creating awareness, inducing consumer trial. Reach: the number of different people or households exposed to an advertisement. Rating: the percentage of households in a market that are tuned to a particular tv show or radio station. Frequency: the average number of times a person in the target audiences is exposed to a message or advertisement.