Chapter 16 - Chapter 16 I II Welcome to the new world of...

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Chapter 16 I. Welcome to the new world of advertising II. Types of advertisements a. Product advertisements i. Pioneering ii. Competitive 1. Comparative iii. Reminder b. Institutional advertisements i. Advocacy ii. Pioneering institutional iii. Competitive institutional iv. Reminder institutional III. Developing the advertising program a. Identify the target audience b. Specifying advertising objectives c. Setting the advertising budget d. Designing the advertisement i. Message appeal 1. Fear appeals 2. Sex appeals 3. Humorous appeals ii. Creating the actual message e. Selecting the right media i. Advertising media ii. Reach 1. Total circulation 2. Rating iii. Frequency iv. Gross rating points (GRPs) 1. Cost per thousand (CPM) f. Different media alternatives i. Graphic on pg. 360 ii. Television 1. Out of home TV 2. Infomercials iii. Radio iv. Magazines v. Newspapers vi. Yellow pages 1. Directional vii. Internet 1. Rich media viii. Outdoor 1. Billboards
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2. Transit advertising ix. Other media 1. Place-based media g.
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