CCT302H5 Lecture Notes - Lecture 4: Iphone 7, Operant Conditioning, Canadian Dental Association
2 Oct 2017
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Document Summary
Cct302: class 4 - advertising and audience in campaigns. Advertising a paid message in a medium, promoting product/service/event, etc. Pr a strategic communication process that builds mutually beneficial relationships between organizations and their publics. All about promoting brands, causes for their self-image. Going after the audience from all angles. Sourcing and selecting optimal media platforms for marketing a brand/product. Determining the best combination of media: definition of campaign objectives, target market research, strategic media placement, tactical buying measures, performance monitoring and reporting, secure 100% delivery. Increase buyer loyalty: create social media conversations. Media: target identification, cost efficiency, product fit. Competition: media mix, share of voice(sov) Market: brand development index(bdi, category development index(cdi) How well ( in terms of sales) your brand/category does in relation to the overall market potential. Potential is based on the population size in a given market. An index of 100 is the average.
