WHAT IS ADVERTISING? A PAID MEDIATED FORM OF COMMUNICATION from and IDENTIFIABLE SOURCE, designed to PERSUADE the receiver to take some action, now or in the future. TRADITIONALLY defined as any PAID NON-‐PERSONAL COMMUNICATION about an ORGANIZATION, PRODUCT/SERVICE OR IDEA by an IDENTIFIABLE SOURCE. PAID refers to ADVERTISING generally being BOUGHT, apart from community messages that are donated. NON-‐PERSONAL refers to the MASS MEDIA CHANNELS; TV, Radio, Newspaper, Magazines, therefore no immediate
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burst with flavor. Hector believed that this was less “runny” than others. Two of his best customers, who offered to help him produce and market his salsa throughout the state, with the goal of reaching regional distribution in 5 years. Major Advertising Agency Home office in Albuquerque. The agency positioned itself as being a “full-service” organization but Hector wondered exactly what that meant. MattBarnes, marketing and promotions consultant. Matt’s first questions were about Hector’s
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Unit 18: Advertising and Promotion in Business LO1: Understand the scope of marketing communications 1.1 explain the communication process that applies to advertising and promotion The communication process specific for advertising is known as Advertising Communication Model. There are following stages in this communication process which include, the sender presents the idea and what he wants to accomplish (to an advertising agency), encodes the idea as a message in advertising media,
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Chapter 13 Questions 2. If you were an advertising manager for a magazine aimed at senior citizens, what advantages would you cite to potential advertisers? The first thing I would cite to advertisers is that magazines are great for target audiences. Also, magazines last longer than normal print advertisements. Many times you will find magazines that are several months old in doctors offices, waiting rooms, and even in your own home. I would try to sale the flexibility (pg 406) to the potential
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Now, having said this, what are BK's marketing communication objectives? Before discussing BK's communication objectives behind its marketing campaigns, let us point some significant terms that are mainly considered as major promotion tools, "advertising", "sales promotion" and "public relations". From the origin of these terms, we can define what marketing communication involves. First, introducing the product or service and pushing it forward, then encouraging the purchase of this product or service
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CCWEDDING MKTG575 Advertising Plan August 26, 2012 Table of Contents Executive Summary…Page 3 Situation Analysis Company (Product/Service) Description …Page 4 Situation Analysis SWOT Analysis……Page 5 Situation Analysis SWOT Analysis…Page 6 Situation Analysis Industry Analysis ….Page 7 Situation Analysis Industry Analysis …Page 8 Situation Analysis Target Market Description (Market Segments/Characteristics) …Page 9 Situation Analysis Marketing Mix/ Competitive
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& Research for IMC Concepts DOVE Real Beauty Campaign Go to the website: www.campaignforrealbeauty.com Read Randall Rothenberg, “Dove Effort Gives Packaged-Goods Marketers Lessons for the Future,” Advertising Age, March 5, 2007; http://adage.com/article/randall-rothenberg/dove-effort-package-goods-marketers-lessons-future/115370/ Theresa Howard, “Ad Campaign Tell Women to Celebrate Who They Are,” USA Today, July 8, 2005 http://usatoday30.usatoday.com/money/advertising/2005-07-07-dove-usat_x
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Ah Huat White Coffee – Integrated Marketing Communication Plan Content Page 1. Background Research & Analysis…………………………………………………………………………………......3 2.1 Background of Ah Huat White Coffee…………………………………………….…………….………..….3 2.2 Internal Research & Analysis…………………………………………………………………………………3 2.3 External Research & Analysis.…………………………………......................................................................4 2.4 Consumer Behavior Analysis…………………………………………………………………………………5
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Under Armour 1 Under Armour Case Study Jason Miller West Virginia University Under Armour 2 Executive Summary: The beginning of 2009 meant a new beginning for Under Armour. This new beginning brought the Under Armour product line full circle with the addition of a line of running shoes. “We're dead set on becoming the world's No. 1 performance brand and running is a part of that," said Steve Battista, senior vice president of brand at Under Amour (A.P., 2009). Under Armour had the following
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Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna
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