BUSMK-256 Lecture Notes - Lecture 6: Retail, Ebay, Super Bowl
8 Dec 2020
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Document Summary
New & improves advertising definition paid, identified source, persuade action. Non-personal aspect of advertising to be challenged with more one on one advertising. Dundee successful campaign for australian tourism for superbowl ad, supported by digital media and public relations, reached ~900m people on sm and lead to ~m revenue. Canadian club another successful campaign, was little known in australia, campaign set to offset australia"s beer drinking culture with alternative to beer, largest growth in spirit category. Estimates of advertising expenditure for top 10 advertisiers one of the major expenses second only to wages and salaries. Media expenditure perhaps more digital media increase in the future over tv. Extra incentive: actual reasons over and above the actual offering (coupons/rebates). Works with other imc elements of advertising to achieve consistent outcome with brand building. Intensity builder, attitude development is important as well.
