lecture1_Fall_2008 - Advertising Al Lasker Salesmanship in...

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1 Advertising Al Lasker “Salesmanship in print.” • A usually paid form of communication • Structured • Identified sponsor • Tries to persuade or influence • Conveyed through a variety of media • Nonpersonal 1 Types of Advertising • Brand advertising • Retail/local • Political • Directory • Direct-response • Business-to- business • Institutional • Public service advertising (PSA) • Interactive 2 The Roles of Advertising • Marketing role • Communication role • Economic role • Societal role 3 Marketing 4 Marketing is an organizational function and a set of processes for creating, commutating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. The Marketing Mix: a set of processes 5 Product Place Price Promotion Advertising and the Marketing Process 6
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2 Free Market Economics 7 Self-interest Complete information Many buyers and sellers Absence of externalities Functions and Effects of
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This note was uploaded on 09/02/2008 for the course ADV 205 taught by Professor Bukovac during the Fall '08 term at Michigan State University.

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lecture1_Fall_2008 - Advertising Al Lasker Salesmanship in...

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