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Advertising Messages and Marketing Communications

Advertising Messages and Marketing Communications

Advertising Messages and Marketing Communications

Chapter 11 – Advertising Messages and Marketing Communications

Learning Objectives:

  1. Understand what advertising is, its importance, and its goals.
  2. Distinguish between the various types of advertising formats.
  3. Understand the various ways to determine advertising effectiveness.

Chapter 12 – Integrated Marketing Communications and Media Choices 

Learning Objectives:

  1. Understand the key issues associated with the three media decisions.
  2. Acquire an appreciation of the strengths and weaknesses of each advertising medium.
  3. Know the various non-advertising components of integrated marketing communication.
  4. Understand the evaluation of the advertising media’s effectiveness.

Chapter 13 – Social Media

Learning Objectives:

  1. Understand social media.
  2. Understand social networks.
  3. Understand the return on investment, key performance indicators, and Web analytics associated with social media.


Section: 2(500 words in APA format) Market Management

Reflection and Discussion Forum Week 5

Reflect on the assigned readings for the week. Identify what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding.

Also, provide a graduate-level response to each of the following questions:

  1. Imagine you were designing an ad for a (choose one): car, laptop, health clinic. What would your ad look like if you were targeting: a) old people, b) kids, c) super rich people, d) What celebrity would you have endorse your brand? Why?
  2. Create a press kit that will be sent to customers and the media announcing a new product launch.
  3. Have you ever recommended a particular product to a friend or bought a product based on a recommendation from a friend. Would you be more likely to buy a product based on word-of-mouth or advertising? Why?


Section: 3 (500 words in APA format) Market Management


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