Create an account
promotes organiz.'s images, ideas, & political issues
can create a better view of the organiz. in noncustomer groups
stimulate D for specific _brand_
can compare direct/indirectly w/ competing brands
assures current users that they have made the right brand choice & tells them how to get the most satisfaction from that brand
consists of selling pts that advertiser wants to include in campaign
research what customer wants
TOTAL money that a marketer allocates for advertising during a time period
determine the objectives campaign needs to achieve, then find costs
match major competitor's appropriations by some dollar amount
MAINTAIN favorable rel.ship b/w co & stakeholders
enhance image of whole co.
can use to promote
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