SMG MK 323 Lecture Notes - Lecture 19: Selena Gomez, Media Planning, Retail
Document Summary
Advertising = 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. First, advertising is not free; someone has paid with money, trade, or other means to get the message shown. Second, advertising must be carried by some medium -- television, radio, print, web, etc. Third, the source of the message must be known or knowable. Fourth, advertising represents a persuasive form of communication designed to get the consumer to take action. Steps in ad campaign: identify target audience, set advertising objectives, determine the advertising budget, convey the message, evaluate and select media, create advertisements, assess impact. Firms conduct research to identify their target audience then use the information they gain to set the tone for the advertising program and help them select the media.
