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ADVERTISING AND SALES PROMOTION

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Presentation on theme: "ADVERTISING AND SALES PROMOTION"— Presentation transcript:

1 ADVERTISING AND SALES PROMOTION
Marketing Management Session 12 November 28, 1997

2 SESSION OUTLINE Intel Inside presentations Basic facts on advertising
Guest lecturer: Caroline Starecky

3 ADVERTISING OBJECTIVES
Cognitive Informing Awareness Knowledge Affective Persuading Preference Behavioral Action Purchase

4 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)

5 NEXT SESSION Last session… Harley-Davidson presentations
Planning and controlling the marketing plan Course review

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