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11 Cards in this Set
- Front
- Back
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Steps in building an ad campaign |
Identify target audience Set advertising objectives Determine the advertising budget Convey the message Evaluate and select media Create the ad Assess and evaluate the impact using marketing metrics |
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Informative advertising objectives |
Communication used to create and build brand awareness with the ultimate goal of moving the consumer through the buying cycle to a purchase |
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Reminder advertising objectives |
Communication used to remind consumers of a product or to prompt repurchases |
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Persuasive advertising |
Communication used to motivate consumers to take action |
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Informational appeals |
Used in a promotion to help consumers make purchasedecisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorability on the basis of the key benefits it provides |
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Emotional appeal |
Aims to satisfy customers emotional desires rather than their utilitarian needs |
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Types of sales promotions |
Coupons, price deals, demonstrations free samples, loyalty programs, refunds and rebates |
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Television |
Advantages: wide reach incorporate sound and video Disadvantage: High cost a lot of channel and program options |
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Radio |
Advantages relatively inexpensive can be selectively targeted Disadvantages no video which limits presentation consumers give less focused attention then TV |
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Magazines |
A: very targeted D: relatively flexible |
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Internet |
A: highly flexible and interactive D:becoming cluttered |
