ing Advertising I. Developing and managing an advert program 1. Advertising is both paid fig of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major(ip) decisions involve the mission, money, message, media and bill A. Setting the advert objectivesaccording to whether the goal is to inform, remind, or bend B. decision making on the publicise bud sound v factors to consider include stage in the product sustenance cycle, market share and consumer base, competition and clutter, advertising frequency, and product commutability C. Choosing the advertising message fanciful stage 1. Message filename extensionutilizing an inductive versus deductive framework 2. Message evaluation and excerption heighten on one core selling marriage offer and aim for desirability, exclusiveness and believability. 3. Message execution move depends not scarcely on what is said but how it is said (positioning). original masses must also find a style, tone, and format for kill the message 4. Social responsibility review grade sure the creative advertising does not overstep kindly and legal norms II. deciding on media and measuring effectiveness 1.
Deciding on reach (number of large number exposed at least once), frequency (total number of generation they are reached) and impact (qualitative value) The relationship between reach, frequ ency and impact, special media, media timin! g, geographical storage allocation a) Media selection: target interview, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience 2. Choosing among major media types a) Target audience media habits b) Product characteristics...If you want to get a full essay, order it on our website:
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