0324536380_77286 - CHAPTER16 Advertising and Public...

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Chapter Objectives Advertising and Public Relations CHAPTER    16 1 2 4 7 8 Identify the three major advertising objectives and the two basic categories of advertising. List the major advertising strategies. Describe the process of creating an advertisement. Identify the major types of advertising appeals and discuss their uses. List and compare the major advertising media. Outline the organization of the advertising function and the role of an advertising agency. Explain the roles of cross- promotion, public relations, publicity, and ethics in an organization’s promotional strategy. Explain how marketers assess promotional effectiveness. 5 3 6
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CHAPTER 16 Advertising and Public ADVERTISING  Advertising Paid, non- personal communication through various media about a business firm, not-for- profit organization, product, or idea by a sponsor identified in a message that is intended to inform or persuade members of a particular audience. TYPES OF ADVERTISING Product advertising Nonpersonal selling of a particular good or service. Institutional advertising Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency.
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CHAPTER 16 Advertising and Public OBJECTIVES OF ADVERTISING Informative advertising Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause. Persuasive advertising Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea, or cause. Reminder advertising Advertising that reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public. • Advertisers coordinate advertising objectives with the product’s stage in the product life cycle.
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CHAPTER 16 Advertising and Public ADVERTISING STRATEGIES • Advertising is a means of bringing buyers and sellers together.
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