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ADVERTISING PLANNING AND STRATEGY
Advertising is both an art and a science. The art comes from writing, designing and
producing exciting messages. The science comes from strategic thinking.
Strategic Planning: is the process of determining objectives (wha
Consumer Behavior: the process involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires.
Consumers: People who buy or use products/serv
MRKT 130 Advertising 02/03/16
3. Political: tries to persuade people to vote for a politician or initiative or bond.
4. Direct Response: tries to stimulate an immediate direct response such as mail
telemarketing, web, email
5. Business to Business:
Shape vs Mirror
Advocacy and Accuracy
Advocacy: A type of advertising that communicates a viewpoint.
Blend of four main activities: designing, pricing, distributing,
and communication about the product. 4 Ps price product