BUS340_Spring10_Advertising & PR13

BUS340_Spring10_Advertising & PR13 - Marketing...

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Marketing Management BUS 340 Advertising & PR
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Marketing Communications Mix Advertising Sales Promotion Public Relations Direct Marketing WOM/Social Media Personal Selling
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Developing Communications Identify the target audience Determine the objectives Design the communications Message strategy, Creative strategy, Message source Select the Communications Channels Establish budget Decide media mix Measure the results
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Allocate Advertising Budget Percentage-of-sales approach Competitive-parity approach Affordable approach Budget what is thought to be affordable Objectives-and-task approach Define specific objectives Determine tasks necessary to achieve objectives Estimate costs of performing the tasks
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Advertising Message Content - What to say Theme, idea, vision One or two-sided Type of appeal (rational, emotional, moral, humor)
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BUS340_Spring10_Advertising & PR13 - Marketing...

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