Lecture Ch 19_BB - WhatYouShouldKnow...

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Jade S. DeKinder What You Should Know… The 6 elements of communication The 5 promotional elements Advantages and disadvantages to each element The 3 stages of the promotional decision  process
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Chapter 19: Advertising, Sales  Promotion, and Public Relations Professor Jade DeKinder
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Jade S. DeKinder What You Will Know The types of advertisements The different media alternatives for advertising and  their advantages and disadvantages Ways of pretesting and posttesting The different kinds of sales promotion and their  advantages and disadvantages
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Jade S. DeKinder Promotional Mix One or more of the following communication tools Advertising Personal Selling Public Relations Sales Promotion Direct Marketing
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Jade S. DeKinder What is advertising Any paid form of nonpersonal communication about  an organization, a good, a service or an idea by an  identified sponsor.
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Jade S. DeKinder Two types of advertisements Product advertisements Pioneering (or informational): what it is, what it can do,  and where it can be found Competitive (or persuasive): common form is showing  strengths relative to competitor Reminder: reinforce previous knowledge
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Jade S. DeKinder Two types of advertisements Institutional advertisements: build goodwill or an  image for an organization rather than promote a  specific good or service Advocacy: state the position of a company on an issue Pioneering institutional: what a company is, what it can  do, or where it is located Competitive institutional: promote the advantages of one 
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This note was uploaded on 11/09/2010 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas at Austin.

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Lecture Ch 19_BB - WhatYouShouldKnow...

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