Chapter 17 public relations

Chapter 17 public relations - Chapter 17:...

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Chapter 17: Advertising/Public Relations 1. Advertising- impersonal, one-way mass communication about a product or organization that is paid for by a marketer 2. Advertising response function- a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns 3. Institutional advertising- a form of advertising designed to enchance a company’s image rather than promote a particular product 4. Product advertising- a form of advertising that touts the benefits of a specific good or service 5. Advocacy advertising- a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks 6. Pioneering advertising- a form of advertising designed to stimulate primary demand for a new product or product 7. Competitive advertising- a form of advertising designed to influence demand for a specific brand 8. Comparative advertising- a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
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9. Advertising campaign- a series of related advertisements focusing on a common
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This note was uploaded on 03/23/2011 for the course MARK 3001 taught by Professor Emmelhainz during the Fall '10 term at University of Georgia Athens.

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Chapter 17 public relations - Chapter 17:...

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