Advertising Week 5
Advertising Week 5 MKTG 4320
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This 2 page Class Notes was uploaded by Elizabeth Gill on Monday February 29, 2016. The Class Notes belongs to MKTG 4320 at Auburn University taught by Herbert J. Rotfeld in Fall 2015. Since its upload, it has received 22 views. For similar materials see Advertising in Business at Auburn University.
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Date Created: 02/29/16
Advertising 2/9 & 2/11 2/9 Basic Theories - focus of every topic that follows Two types of communication in retail Goals are a statement of what can be accomplished - marketing goals deal with behavior Benchmark - how many people think this now? - What’s happening now? When advertising is the only marketing mix element that differs between firms, it is intuitively obvious that differences in sales must be the result of advertising, yet the text implies that communications goals would still be useful. Why? Why even bother to get specific and distinct communication goals? Parody Products - all pretty much the same Communication Goals - are short of sales - information The advertising works - sales goals Dagmar: basic idea - old: individual consumers go through a series of steps to acquire information - said by dagmar “don’t blame us the advertising works” Why set communication goals? - Communication goals tell you what communications can accomplish to accomplish marketing goals Stereotype: this is true for every person involved Demographic data used for one specific - media tactics Message: what to say, how to say it 2/11 Test Prep Day Chart in packet- its starred - focus on decision marketing - pull force: direct – to – consumer advertising Advertising isn’t a necessary tool for business - done to carry out a particular job - *Mass Communications is the one marketing activity that is outsourced - do they have enough work to keep these people busy year round - not that you want them to be objective - objectivity Advertiser doesn’t have experience in mass commuiations, outsiders come up with ideas - agencies have to convince clients that they are good ideas Spend time on theory - Mass communications theory Basic concern of mass communication - how people perceive is a mix of what’s in people’s heads and what the actual message is Being a member of a demographic group doesn’t create or preclude talking to any segment - knowing how and what ways to talk to people - behavior What can mass communications contribute to that - segments: probability - Psychological data Purpose of goals is to make decisions
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