Lecture%2017_Ch17_Advertising_p

Lecture%2017_Ch17_Advertising_p - Advertising Learning...

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Advertising
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Learning Objectives 1. Introduction to advertising 2. Identify the major types of advertising. 3. Developing an advertising campaign 4. Advertising strategies in Competition 
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Some Facts about Advertising Canadian advertising spending exceeds $10 billion per year For every $1.00 of merchandise sold in the toy industry, about 12¢ to 15¢ is spent on advertising the toy to consumers In 2003, the alcohol industry spent more than $540 million to place nearly 90,000 ads in US In 2003, the six major studios—Disney, Warner Bros., Sony, 20th Century Fox, Universal, and Paramount—spent, on average, $34.8 million to advertise a movie
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Top 8 Advertisers in U.S. COMPANY 2006 2005 % CHANGE $722.70 $790.30 -8.60% $512.20 $634.10 -19.20% GM $480.90 $695.60 -30.90% VERIZON $459.30 $433.70 5.90% FORD $421.40 $409.00 3.00% TIME WARNER $404.30 $436.00 -7.30% WALT DISNEY CO $341.80 $358.10 -4.60% SPRINT $340.10 $315.60 7.80%
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Advertising and Consumers The average Canadian viewer is exposed to hundreds of ads each day. Advertising may change a consumer’s attitude toward a product. Advertising can affect consumer ranking of brand attributes. Consumers infer messages from advertising
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Major Types of Advertising Enhance  corporation’s image Pioneering Competitive Comparative Product Advertising Institutional Advertising Advocacy  advertising
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Tasks of Advertising Informing Reminding Persuading Target Audience
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This note was uploaded on 04/07/2009 for the course MRKT 101 taught by Professor Wormer during the Spring '08 term at McGill.

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Lecture%2017_Ch17_Advertising_p - Advertising Learning...

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