ADVERTISING
- Created by: lisa_spratling
- Created on: 03-06-17 06:30
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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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