must first be noticed. Next, it must be remembered. Then, the message of the advertisement should incite some kind of action, such as a purchase, a shift in brand loyalty, or at least be stored in the buyer’s long-term memory. This section deals with the role advertising plays in a completely integrated marketing communications program. This chapter focuses on advertising management, which lays the groundwork for the total advertising program. One key element in this process is to develop what is…
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