Chapter Objectives (1 of 2) 1. Why is an understanding of advertising theories important in the advertising management process? 2. What is the relationship of advertising expenditures to advertising effectiveness? 3. When should a company employ an external advertising agency ...
Advertising Objective Definitions “The purpose of advertising is to sell goods, services or ideas to a large group of prospective purchaser”. -Huegy & Mitchell “The main objective of advertising are to inform, to persuade and remind the ...
Learning Outcomes 16-1 Discuss the effects of advertising on market share and consumers 16-2 Identify the major types of advertising 16-3 Discuss the creative decisions in developing an advertising campaign 16-4 Describe media evaluation and selection techniques 16-5 Discuss the ...
Learning Objectives Local market characteristics that affect the advertising and promotion of products The strengths and weaknesses of sales promotion and public relations in global marketing When global advertising is most effective; when modified advertising is necessary The effect of ...
Learning Objectives 1. Describe the factors that influence consumer behavior online. 2. Understand the decision-making process of consumer purchasing online. 3. Describe how companies are building one-to-one relationships with customers. 4. Explain how personalization is accomplished online. 5. Discuss the ...
THE CREATIVE BRIEF A document that is given to the creative team to help in their planning of the message execution A creative brief includes the information such as i. Product information ii. Target audience iii. Ad theme iv. Key ...
Learning Objectives 13.1 Understand the communication process and the traditional promotion mix. 13.2 Describe the steps in traditional and multichannel promotion planning. 13.3 Tell what advertising is, describe the major types of advertising, discuss some of the ...
LEARNING OBJECTIVES LO1: Distinguish between advertising and public relations. LO2: Describe the key tasks of public relations practitioners. LO3: Explain the potential benefits and drawbacks of sponsorships in an Integrated Marketing Communications plan. LO4: Discuss the functions of corporate advertising ...
What is it? Integrated Marketing Communications (IMC) is the coordination of all promotional activities to produce a unified, customer-focused message. IMC highly influences promotion, where it informs, persuades, and has great significance to the customer’s purchase decision. Marketing Communications ...
Advertising advertising is the paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Components of Advertising Program Mission: It states the objectives of the advertising. It also includes the sales goals of the ...
The Burning Question? How do we Measure Marketing Success? Objectives Strategy Marketing Fine-Tuning Strategy Success Strategy Metrics Deployment Marke ti ng Campaigns Product Price Target Market Place Promotion Trade Publications Sales Advertising Literature Trade Direct Shows Marketing Digital Sales Public ...
Study Objectives 1. To measure the difference in brand metrics for those who were exposed and not exposed to John Lewis mobile advertising. 2. Measure the difference between expandable and static banner advertising compared to a control group. 3. Understand ...
tujuan marketing dan tujuan media • Bagaimana tujuan marketing menjadi tujuan media • Bersifat kuantitatif • Menjual produk lebih banyak di tahun 2003 dibandingkan tahun 2002 • Menciptakan awareness sebanyak 75% pada tahun 2003. 2 Nah bagaimana tujuan komunikasi? Awareness ...
E-MARKETING Marketing: A comprehensive process that involves every aspect of a business from designing its products, setting the pricing strategy to analysing sales statistics and collecting customer feedback. E-Marketing: Refers to using technology such as the internet, website and email ...
Chapter 13 Objectives • After reading Chapter 13, you will be able to: –Outline the characteristics, benefits, and limitations of paid media. –List the most important paid media techniques and discuss how and when advertisers use each. &ndash ...
PROMOTION MIX • Meaning • Definition • Promotion mix • Personal selling process • Advertising-objectives, types • Sales promotion, objectives methods • Publicity and public relations Meaning and Definition • The Promotion Mix refers to the blend of several promotional ...
What is the best marketing? • The one that works. • The one where your target market and consumers get the message on their preferred modality. • The one that is remembered. • The one that sparks buzz. • The ...
Chapter Objectives 1. How does communication take place? 2. What is an integrated marketing communications program? 3. Which trends are affecting marketing communications? 4. What are the components of an integrated marketing communications program? 5. What is meant by GIMC ...
Learning Objectives In this chapter, you will learn: • How firms use product-based and customer-based marketing strategies • Strategies for communicating with different market segments • To identify customer’s characteristics as they move through the customer relationship life cycle ...
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