Pride-CH19

Pride-CH19 - Describe the nature and types of advertising...

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Unformatted text preview: Describe the nature and types of advertising Explore steps in developing an advertising campaign Identify who is responsible for developing advertising campaigns Examine tools used in public relations Analyze how public relations is used and evaluated Personal Selling Advertising Sales Promotion Public Relations Advertising is centuries old Very large industry U.S. over $200 billion annually worldwide over $400 billion Advertising is used by: business firms nonprofit organizations social agencies Paid, non-personal communications about an organization and its products transmitted to a target audience through mass media Used to promote goods, services, ideas, images, issues, people, and anything that an advertiser wants to publicize or foster Promotes company, images, ideas, and political issues Promotes products uses, features and benefits Institutional Product Honda for Off Road Fun New Anti-Skid Brakes Corvette beefy engine The Good Hands People IBM Means Technology Ford Innovative Solutions Competitive Comparative Points out a brands features & advantages relative to competition Compares two or more brands. Head to head Chevy. Best Car in Class No Battery Lasts Longer Better Than Other Brands Ford Better Than Chevy Die Hard Lasts Longer Than Delco Batteries" Definition Example The creation and execution of a series of advertisements placed in advertising media to communicate with a particular target audience...
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This note was uploaded on 04/21/2009 for the course BUS 360 taught by Professor Kimbrough during the Spring '08 term at N.C. State.

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Pride-CH19 - Describe the nature and types of advertising...

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