ADVERTISING AND SALES PROMOTION

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ADVERTISING AND SALES PROMOTION

• Marketing Management
• Session 12
• November 28, 1997

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SESSION OUTLINE

• Intel Inside presentations
• Basic facts on advertising
• Guest lecturer Caroline Starecky

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ADVERTISING OBJECTIVES
Cognitive Informing Awareness Knowledge
Affective Persuading Preference Behavioral Ac
tion Purchase
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ADVERTISING STRATEGY
Creative strategy How the message is
delivered (informative, argumentative,
symbolism, ) Copy platform What is said
in the message (USP) Media selection Where
the message is transmitted (target market,
cost, efficiency)
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NEXT SESSION

• Last session
• Harley-Davidson presentations
• Planning and controlling the marketing plan
• Course review