Chapter+Fifteen_shortened[1]

Chapter+Fifteen_shortened[1] - Marketing 350 Fall 2010...

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Click to edit Master subtitle style Marketing 350 Fall 2010 Chapter Fifteen: Advertising and Sales Promotion
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Advertising Decisions Ø Your boss: “Advertising is a waste! We’ve been advertising for 6 months and sales haven’t increased. Tell me why we should continue.”
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Advertising Decisions (cont.) Ø Hard to Ø Competitors, the Ø Ad effects are lagged --
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Three Advertising Industry Principles 1. Advertisers try hard to 2. Advertising messages should be
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Three Advertising Industry Principles (cont.) 3. Messages should be clear and
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Advertising Ø Other factors influencing consumer purchase decisions: 1. 2. 3. 4. 5.
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Chapter 15: Advertising and Sales Promotion Ø Advertising defined: “the marketing communications element that is
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Chapter 15: Advertising and Sales Promotion (cont.) Ø Characteristics: » Most visible » One-way » Message content, repetition, and
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Advertising: Benefits versus Ethical Questions Ø Benefits… » Provides information about » Provides comparative information about » Builds
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Advertising: Benefits versus Ethical Questions (cont.) Ø Benefits… (cont.) » Increases » Introduces » Enhances » Used to promote
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Advertising: Benefits versus Ethical Questions (cont.) Ø Ethical questions… » Is advertising » Is advertising
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Advertising: Benefits versus Ethical Questions (cont.) Ø Ethical questions…(cont.) » Effects on
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Advertising Ø Success depends upon creativity and innovation: 1. 2. 3.
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Advertising (cont.) Ø In addition to traditional uses, advertising supports other aspects of marketing (IMC): » Used to announce » Supports personal selling efforts by
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Specific Types of Advertising Ø Corporate image advertising ( Ø Corporate advocacy Ø Public service Ø Direct response Ø Business-to-business/trade
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Chapter+Fifteen_shortened[1] - Marketing 350 Fall 2010...

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