ADVERTISING

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  • ADVERTISING
    • Mainly brand publicity
    • Core focus
      • To get the brand noticed & thought about in buying situations
      • Building and maintaining salience
      • An advertisement doesn't have to say anyting profound or earth-shattering
    • Aim
      • Make brands easier to recognise, recall and notice
      • Creating and refreshing memory associations for your brand
      • Mental availability
    • Making an impact
      • Creativuty
      • Good media buying
      • Reach as many potential buyers as possible
    • Great ads
      • Reach and appeal to a broad audience
      • Capture attention
      • Get the brand noticed
      • Use clear brand associations consistent with what viewers expect
      • Build and refresh memory structure
    • Advertising research
      • Pre-testing and advertising tracking
      • Can be valuable when used correctly
      • Several challenges, including high cost

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