Note-Chapter_15

Note-Chapter_15 - MKT 3401 Fall 2009 Section 01, 02 NOTE...

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MKT 3401 Fall 2009 Section 01, 02 Yinglu Wu NOTE CH 15 Chapter 15 Advertising and Public Relations Major types of advertising Institutional Advertising: enhances a company’s image rather than promotes a particular product o Corporate identity o Advocacy advertising –used to safeguard against negative consumer attitudes and to enhance the company’s credibility among consumer’s who already favor its position Product Advertising: touts the benefits of a specific good or service o Pioneering-used to stimulate primary demand for a new product or product category (introductory stage) o Competitive- influence demand for a specific brand (growth stage) o Comparative-directly or indirectly compares two or more competing brands on one or more specific attributes (sluggish growth or competitive market) 1
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MKT 3401 Fall 2009 Section 01, 02 Yinglu Wu NOTE CH 15 2
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MKT 3401 Fall 2009 Section 01, 02 Yinglu Wu NOTE CH 15 Advertising Campaign: a series of related advertisements focusing on a common theme, slogan,
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This note was uploaded on 03/01/2010 for the course MKT 3401 taught by Professor Jaber during the Fall '08 term at LSU.

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Note-Chapter_15 - MKT 3401 Fall 2009 Section 01, 02 NOTE...

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