MKTG 301 PSU Exam 3
Study online at https://quizlet.com/_5plaky
1. Promotion Mix Advertising, PR, Direct Marketing, Sales Promotion, Personal Selling
Goals:
To communicate customer value and build customer relationships. Also to deliver
a clear, consistent, and compelling message.
2. Shared Media Things that people post/share on social media
3. Advertising paid nonpersonal communication about an organization and its products trans-
mitted to a target audience through mass media and brand content management
4. Broadcasting vs. Broadcasting: distributing media content to a mass audience in a one-to-many
Narrowcasting model. Cost effective and much higher reach.
Narrowcasting: to transmit media to a small audience defined by lifestyle, commu-
nity or other demographics
5. Major Decisions 1. Setting objectives
in Advertising 2. Setting the advertising budget
3. Ad message decisions
4. Media decisions
5. Key concepts
6. Setting Objec- 1. Informative Advertising:
tives [MDIA] - build primary demand
- good for introducing a new product category
2. Persuasive Advertising
- build secondary demand (preference)
- good for direct or indirect brand comparison (can feature a competitor but does
NOT have to)
3. Reminder Advertising
1/3
Study online at https://quizlet.com/_5plaky
1. Promotion Mix Advertising, PR, Direct Marketing, Sales Promotion, Personal Selling
Goals:
To communicate customer value and build customer relationships. Also to deliver
a clear, consistent, and compelling message.
2. Shared Media Things that people post/share on social media
3. Advertising paid nonpersonal communication about an organization and its products trans-
mitted to a target audience through mass media and brand content management
4. Broadcasting vs. Broadcasting: distributing media content to a mass audience in a one-to-many
Narrowcasting model. Cost effective and much higher reach.
Narrowcasting: to transmit media to a small audience defined by lifestyle, commu-
nity or other demographics
5. Major Decisions 1. Setting objectives
in Advertising 2. Setting the advertising budget
3. Ad message decisions
4. Media decisions
5. Key concepts
6. Setting Objec- 1. Informative Advertising:
tives [MDIA] - build primary demand
- good for introducing a new product category
2. Persuasive Advertising
- build secondary demand (preference)
- good for direct or indirect brand comparison (can feature a competitor but does
NOT have to)
3. Reminder Advertising
1/3
