chapter 18: Advertising, Public Relations, and Sales Promotion

• lecture topics 
• advertising fundamentals 
• advertising 
• a paid form of nonpersonal communication from an identifiable source 
• the most visible IMC element 
• designed to inform pursuade and remind 
• the reciever to take some action, now or in the future 
• all advertising campaigns are designed to creatively inform, pursuade or remind 
• informative ads are designed to ... 
• explaining how a product works ( introduction) 
• suggesting new uses for an existing product 
• announce updates ( price, features, or offerings) 
• comparative strength ( making direct comparison to competitors) 
• motivate consumers to take action 
• usually presents on ... if then logic 
• may be used to reposition an established brand in the later stage of the PLC 
• reminder ads are designed to ... 
• remind or prompt repurchases 
• occurs after the products have gained market acceptance 
• designing advertisments 
• focus of advertising \
• product-focused 
• institutional-focus 
• public service-focused 
•  the message 
• highlights key benefits (i.e. Problem solving ability) 
• presents a unique selling proposition (USP) 
• based on the marketing communications samples you have collected for your brand 
• for the most recent advertisment: identify  the advertising 
• Stephanie Hernandez
  Aaron Rodriquez
  Robin Gines
  RadioShack
  Group # 4
  Application Assignment # 1
  
  
  Business Mission & Objectives:
  
  
  1. Electronic customization and retail operating business in the technology industry.
  2. RadioShack’s goal is to be your neighborhood technology resource & enable people to get what they need in order to connect and power their lives through technology.
  3. In order to accomplish these goals and objectives RadioShack must reduce costs by cutting and reinventing the RadioShack brand.
  
  
  Problem Definition:
  
  
  1. We are trying to help RadioShack fix their reputation and reestablish their brand while also reducing total costs because RadioShack is running out time and money. We are also focusing on strengthening customer service by providing technological support.
  2. Reducing costs is an important challenge RadioShack must overcome because they are losing more and more money with each passing quarter and to reestablish their brand and become relevant again they need time, reducing costs will help buy more time
  The difference between the consumer making decision process between a very first new smartphone and toothpaste is the amount of research that goes into deciding which product you wish to buy for smartphones there is more thought for alternatives more than toothpaste. The three primary ways to dispose of products is the iconic transfer ritual which is where you move it from one place to another  ritual transition place, where you move your items from one place to another just to keep it close to you and ritual cleansing where you wash and iron something before getting rid of it.
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