Chapter 15 Study Notes

Chapter 15 Study Notes - Chapter 15 1. Roles of...

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Chapter 15 1. 2. Describe 5 major advertising decisions 3. 4. Developing and Advertising Program SETTING ADVERTISING OBJECTIVES A specific communication task to be accomplished with a specific target audience  and during a specific period of time. Basically based on your marketing strategy what do  you need your advertising to accomplish? DEVELOPING THE ADVERTISING STRATEGY Creating the Advertising Message:  Need to gain attention and communicate well  otherwise it doesn’t matter how much money you put into it. There are so many ads out  there today that yours has to be communicated well enough to get your point across. Breaking through the Clutter:  There number of ads has turned people off  so advertisers need to be even more persuasive to gain attention. Some even create  intentionally controversial ads. Message Strategy:  You need a structured plan to get consumers to react a  certain way toward your brand. You must identify customer benefits and hopefully help 
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Chapter 15 Study Notes - Chapter 15 1. Roles of...

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