Know the steps in developing an advertising program: 1. Identify the target audience 2. Specifying..
Know the steps in developing an advertising program: 1. Identify the target audience 2. Specifying the advertising objectives 3. Setting the advertising budget Ø Message Content of Designing the advertisement Ø Know the basic terms of media buyers o Reach, rating, frequency, gross rating points, & cost per thousand Ø Know advantages and disadvantages of alternative advertising media o TV, Radio, etc. Ø Know the Factors to Consider in scheduling advertising o Buyer turnover, purchase frequency, forgetting rate Ø Know the scheduling approaches o Continuous schedule, flighting schedule, pulse schedule o Know examples of each Chapter 19 Objectives Apr 11 2022 09:00 PM
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