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Managing Mass Communications (Setting the Objectives (Achievement Level,…
Managing Mass Communications
Developing Advertising Programs
Buyer Motives
Social
Economic
Psychological
Setting the Objectives
Achievement Level
Audience
Communication Task
Period of Time
Advertising Objectives
Inform
Reinforce
Persuade
Remind
Developing the Advertising Campaign
Message Strategy
Creative Strategy
Developing the Advertising Campaign
Message generation and evaluation
Legal and Social Issues
Creative development and execution
Alternate Advertising Media
Point of Purchase
Product Placement
Billboards
Public Spaces
Selecting Specific Media Vehicles
Composition
Media Cost
Audience Size
Media Timing and Allocation
Macroscheduling
Microscheduling
Major Decisions in MPR
Choose Messages and Vehicles
Implement and Measure
Establish Objectives