TR Chapter 16 - Chapter 16 Advertising and Advertising Public Relations Public Copyright 2007 by Nelson a division of Thomson Canada Limited

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Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter 16 Chapter 16 Advertising and Advertising and Public Relations Public Relations
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16-2 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Identify the three major advertising objectives and the two basic categories of advertising. 2. List the major advertising strategies. 3. Describe the process of creating an advertisement. 4. Identify the major types of advertising appeals and discuss their uses. 5. List and compare the major advertising media. 6. Outline the organization of the advertising function and the role of an advertising agency. 7. Explain the roles of cross promotions, public relations, publicity, and ethics in an organization’s promotional strategy. 8. Explain how marketers assess promotional effectiveness.
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16-3 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Advertising Advertising Paid, nonpersonal communication through various media by business firms, not-for- profit organizations, and individuals who are identified in the advertising message and who hope to inform or persuade members of a particular audience Types of Advertising Product Advertising Institutional Advertising
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16-4 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Product advertising Product advertising Nonpersonal selling of a particular good or service The type of advertising the average person normally thinks of when talking about most promotional activities Institutional advertising Institutional advertising Institutional advertising promotes a concept, an idea, a philosophy, or the good-will of an industry, company organization, person, geographic location, or government agency Corporate advertising
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16-5 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Objectives of Advertising Objectives of Advertising Informative advertising seeks to develop initial demand Persuasive advertising attempts to increase demand for an existing product Reminder advertising strives to reinforce previous promotion by keeping the name of the product before the market
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16-6 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Advertising Strategies Advertising Strategies Comparative Emphasizes messages with direct or indirect promotional comparisons between competing brands. Often used by less dominant firms Celebrity Testimonials Celebrity Testimonials The use of celebrity spokespeople to try to boost the effectiveness of an advertising message Improves product recognition
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Copyright © 2007 by Nelson, a division of Thomson Canada Limited Retail Advertising Retail Advertising All advertising by retail stores that sell directly to the consuming public Varies widely in effectiveness Should be assigned to one person whose sole responsibility and authority is developing an effective retail advertising program
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This note was uploaded on 02/06/2011 for the course ADMS 2200 taught by Professor Lao during the Spring '10 term at York University.

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TR Chapter 16 - Chapter 16 Advertising and Advertising Public Relations Public Copyright 2007 by Nelson a division of Thomson Canada Limited

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