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Did you happen to catch the season finale of Friends on May 6th The exhaustively hyped series finale of Friends drew 5225 million viewers for its extended 66 minute running time A 30-second commercial spot garnered a cool 2 million costing advertising heavyweights such as Allstate Anheuser-Busch Chevrolet General Electric Hewlett-Packard as well as Walt Disney and Universal Studios a mere four cents a head For the purpose of this assignment I will characterize mass medias and telemarketings role as part of the promotional mix who pays for them and how they are perceived by consumers with regards to their objectivity I will also explain how traditional Word-of-Mouth works and round up the assignment discussing buzz advertising First lets discuss television mass medias role in the promotional mix Mass medias television radio magazines etc role in the promotional mix is advertising In particular television commercial advertising is a paid form of non-personal communication Companies use commercial advertising because it is an effective means of mass-marketing as indicated by the Friends series finale The objectives to advertising include informing consumers of a new product persuading the consumer to remain with or switch to a particular product or remind consumers of the value of a product or where to locate it The objective of mass-marketing is to reach out to as many consumers in one fail swoop to create brand awareness brand interest brand equity to obtain competitive advantage and to increase market share The advertisers ultimate goal is to accomplish the companys marketing objectives In regards to advertising companies use a pull selling strategy to build up consumer demand A typical commercial is comprised of the source the companydistributorretailer whose product or service is featured that encodes the message using symbols such as words illustrations or images the message the combination of symbols transmitted to the receiver consumers who then decodes the message hopefully interpreting the message in the same way it was encoded
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