advertising - o Executionexecuting idea Roles of...

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Chapter 1 Characteristics of Effective Advertising Marketing Mix: 4 Elements 1. Product 2. Place 3. Price 4. Promotion Functions and Effects of Advertising as a Marketing Tool o 1 Major Rule—provide info o To identify and differentiate products o To communicate info o To induce consumers to try new product and continue to suggest reuse o Stimulate distribution o Increase product use o Build value, brand preference, loyalty o Decrease cost of sales—people know regular price through ads more likely to know if being overcharged Effective ads must be goal directed o Strategy o Creativity—coming up w/ Big Idea
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Unformatted text preview: o Executionexecuting idea Roles of Advertising o Marketing Rolein order to market a product you have to provide information about it o Communication RoleCommunicate marketing information or important information people need o Economic RoleHelps economy, helps stimulate demand Advertising = a paid form of communication A sponsor is identified Tries to persuade or influence consumer to do something Conveyed through mass media Reaches a large audience Non-personal...
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This note was uploaded on 03/18/2008 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.

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