COMM 296 Chapter Notes - Chapter 17: Sales Promotion, Unique Selling Proposition, Public Service Announcement
Document Summary
Steps in planning and executing an ad campaign: Assess impact: step 1: identify target audience. Through research, identify target audience which will set the tone for the campaign. Target audience may/may not be the same as current users of product: step 2: set advertising objectives. Advertising plan: section of the marketing plan that outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful. Campaign objectives need to be specific and measurable. Pull strategy: designed to get consumers to pull the product into the supply chain by demanding it. Push strategies: designed to increase demand by motivating sellers to highlight the product, rather than the products of competitors, and thereby push the product onto consumers. Three broad overall objectives of advertising: new arrivals. Retailers use to tell customers about sale events and.
