MRKTNG 3000 1nd Edition Lecture 15 Outline of Last Lecture I Sales promotion a Coupons b Rebates c Premiums d Contests sweepstakes e Point of purchase f Sampling g Trade sales h PR i Alternative vehicles Outline of Current Lecture II Advertising a 5 Ms b Credibility c Issues in designing persuasive communications d Issues in message presentation e Advertising appeals Current Lecture Advertising Major advertising decisions Objectives setting budget decisions message decisions media decisions campaign evaluation Task Target Time advertising objectives Informative advertising build primary demand Persuasive advertising build selective demand Comparison advertising compares one brand to another Reminder advertising keeps consumer thinking about a product These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute 5 Ms Mission sales communication goals Money Factors to consider Stage in the PLC Market share and consumer base Competition and clutter Advertising frequency Product substitutability Message Message generation social responsibility message execution message evaluation selection Media Reach frequency Impact major media types specific media vehicles media timing geographical media allocation Measurement Communication impact sales impact Advantages disadvantages of major advertising media p 127 Classification of advertising timing patterns Concentrated continuous intermittent Barriers to communication Selective perception Psychological noise Credibility Credibility of informal sources Credibility of formal sources Credibility of spokespersons and endorsers Message credibility Issues in designing persuasive communications Communication strategy Media strategy Message strategy Issues in message presentation Message framing One side vs two sided messages Comparative advertising Order effects Repetition Advertising appeals Humor Fear Wow experience Abrasive advertising Sex in advertising Audience participation
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