BUS 346 Chapter Notes - Chapter 18: Media Mix, Product Placement, Public Service Announcement
Document Summary
Chapter 18: advertising, public relations, and sales promotions. Advertising is a paid form of communication delivered through media from an identifiable source about an organization, product, service, or idea designed to persuade the receiver to take some action now or in the future. Lo 1: describe the steps in designing and executing an advertising campaign. Firms identify their target audience and then use the info they gain to set the tone for the advertising program and help them select the media they will use to deliver the message to the audience. Generally, the objective is a pull strategy in which the goal is to get consumers. Informative advertising is a communication used to create and build brand awareness, Focus of advertisements - the ad can be product focused, might have an institutional. Product-focused advertisements inform, persuade, or remind consumers. Institutional advertisements inform, persuade, or remind consumers about issues related to places, politics, or an industry (eg got milk? campaign)
