week 1 pt 1

Category: Entertainment

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MKT 339 week 1:

MKT 339 week 1

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Apple advertising – great, but why? Memorable Impact: sales Impact: advertising business enduring Key elements to consider Strategy Idea Execution Brand 2

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Why does it matter? All involved as consumers Marketing more important Access to information Product parity Advertising more important Most visible Most expensive Most controversial Most expendable

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Marketing: focus on exchange … evolving Shifting to focus on consumers Levitt: purpose of business is to get and keep customers

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Not everyone feels same way 2/3 would like to eliminate it, most would pay Consumer is in control media choices Able to ignore advertising Changes how we need to think about it Message strategy <> media strategy

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