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a subsection of the firm's overall marketing plan that explicitly Analyzes the marketing and advertising situations, identifies the objectives of the advertising campaign, Clarifies a specific strategy for accomplishing those objectives, and Indicates how the firm can determine whether the campaign was successful
the goal is to get the consumers to_____ the product into the supply chain by demanding it
designed to increase demand by motivating sellers -- wholesalers, distributors, or salespeople-- to highlight the product, rather than the products of competitors, and thereby_____ the product onto consumers
communicates to create and build brand awareness with the ultimate goal of moving the consumer through the buying cycle to a purchase
communication used to motivate consumers to take action (page 556 in textbook)
communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
focus on informing, persuading, or reminding consumers about a specific product or service
inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation
primary demand advertising
Ads designed to generate demand for the product category or an entire industry
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