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Unformatted text preview: Advertising- any paid form of nonpersonal communication about an organization, good, service, or idea by an indentified customer Product Advertisements- advertisements that focus on selling a good or service; forms include pioneering (informational), competitive (persuasive), and reminder Institutional advertisements- advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service Pretests- tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of an advertisement Posttests- tests conducted after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose Consumer-oriented sales promotions- sales tools, such as coupons, sweepstakes, and samples used to support a companys advertising and personal selling efforts directed to ultimate consumers Product placement- using a brand-name product in a movie, television show, video, or commercial for...
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This note was uploaded on 05/17/2008 for the course BUAD 307 taught by Professor Morristowns during the Spring '07 term at USC.
- Spring '07