B A 370 Chapter Notes - Chapter 19: Sales Promotion, Media Planning, Social Marketing
Document Summary
Advertising - paid form of communication delivery through media from an identifiable source about an organization, product, service, or idea designed to persuade there receiver to take some action now or in the future. Not free, someone has paid to get the message shown. Legally, the source of the message must be known or knowable. Represents a persuasive form of communication designed to get the consumer to take some action. Identify target audience > set advertising objectives > determine the advertising budget > convey the message > evaluate and select media > create advertisements > assess impact. Success of an advertising program depends on how well the. Firms must keep in mind that their target audience may or may not be the same as current users of the product. Crucial because it will later serve as the yardstick against which advertising success or failure is measured.
