MKTG 330 Chapter Notes - Chapter 8: Integrated Marketing Communications, Swot Analysis, Encap
2 Nov 2016
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Advertising message an element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it verbally or nonverbally. Advertiging plan the plan that directs the company"s advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created. Advertising strategy the methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and advertising message. Bootom-up marketing: the opposite of standard, topdown marketing planning, bottom-up marketing focuses on one specific tactic and develops it into an overall strategy. Communications meida: an element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser"s message.
