11. Developing the Advertising Campaign (3 steps): www.tualitorphory.blogspot.com MESSAGE GENERATION AND EVALUATION Free insights are important to avoid using the same appeals and position as others Conduct market research, prepare a creative brief. This is an elaboration of the positioning statement CREATIVE DEVELOPMENT AND EXECUTION It’s not only what the ad’s impact says, but more important how it says it. TV, print, radio are classified as media form. TV is acknowledged as the most powerful advertising medium, print media makes dynamic presentation and can be fairly passive, Radio ads are relatively inexpensive. SOCIAL RESPONSIBILITY REVIEW Advertisers must be careful not to offend general public and ethnic group. Ad agencies must be sure advertising does not overstep social and legal norms
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14. Formula for Measuring Sales Impact of Advertising www.tualitorphory.blogspot.com CONCEPT
36. Major Decisions in Marketing PR www.tualitorphory.blogspot.com Can build awareness by placing stories in the media to bring attention to a product, service, person or idea MPR will search for a stories, include hosting major academic conventions, inviting experts or celebrity speakers. The easiest measure of MPR effectiveness is the number of exposures carried by the media. A better measure is the change in product awareness, comprehensions or attitude resulting from the MPR campaign CONCEPT
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38. TOP 10 Learning Questions for Chapter 18 – Managing Mass Communication Theresia Situmorang September 16, 2011 www.tualitorphory.blogspot.com
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