We discussed different topics in class. ROI = # of peopl, target audience, scope, demographics VS. people you reach with normal advertising (20%).
Community con’d – consumer attributes and product attributes pursue community creation.
Distribution – info, funds, materials.
Brand encompasses all levers, def-name, symbol, design, term, etc that is intended to identify product or service to differentiate b/w competitors. It’s meant to remove clutter or at least decrease the amount in that specific industry.