Essentials of advertising strategy by Don E. Schultz

By Don E. Schultz

Get the strategic insights and instruments you must make your subsequent ads or advertising and marketing communications software extra efficient and ecocnomic. 8 concise chapters, up to date to incorporate the most recent ways, assist you to: -- comprehend your buyer better-- combine merchandising and communications concepts into a good advertising plan-- boost on-target inventive ways and executions-- evaluation thoughts and courses for the full variety of media

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That goes for everyone. Whether you are a small-town retailer, a major national advertiser, or a beginning student in the field, you can learn to develop effective advertising strategies using the rules and techniques that follow. What Advertising is All About When a salesperson tries to sell to an individual, he or she must use persuasive messages in order to interest the prospect. If that salesperson delivers the right sales message, there is a good chance the prospect will buy. If he or she delivers the wrong sales message or one that has no benefit to the prospect, the latter probably will not buy.

For example, one very strong social group to consider in terms of their purchasing influence on one another is preteen girls. Reference groups are also important in determining an individual's judgment, beliefs, and behavior. These may be classified by whether membership or positive influence is involved. Students are an example of a reference group. Family and household are terms that should not be confused. Household includes family or nonfamily members who occupy an abode. Family is limited to those related and residing together.

Loudon and Albert J. Della Bitta, Consumer Behavior: Concepts and Applications, 2nd ed. (New York, McGraw-Hill, 1989), p. 40. Different strategies are required to effectively reach, for example, African-Americans, Hispanics, senior citizens, Generation X, and the Baby Boomers. Social class is another way of identifying a culture with consumers that have similar lifestyles and purchase patterns. Social class is not equivalent to occupation or wealth; it is a combination of variables that includes these.

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