Advertising Exam

Advertising Exam - Chapter 7 Marketing objectives o Are...

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Chapter 7 Marketing objectives o Are generally stated in the firm firm’s marketing plan and are statements of what it is to be accomplished by the overall marketing program within a given time period. Are usually defined in terms of specific, measurable outcomes such as sales volume, market share, profits, or return on investment. o IMC objectives : are statements of what various aspects of the integrated marketing communication program will accomplish with respect to factors such as communication task, sales, market share and the like. Carryover effect o A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period. Advertising may create awareness, interest and/or favorable attitudes toward a brand, but these feelings will not result in actual purchase, which might occur later. Communications task o Something that can be performed by and attributed to advertising such as awareness,
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This note was uploaded on 03/16/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Advertising Exam - Chapter 7 Marketing objectives o Are...

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