Chapter 15 - 15 PrinciplesofMarketing AdvertisingandPublic...

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Advertising and Public  Relations 15 15 Principles of Marketing
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Learning Objectives After studying this chapter, you should be able to: 1. Define the roles of advertising in the promotion mix 2. Describe the major decisions involved in developing  an advertising program 3. Define the role of public relationships in the  promotion mix 4. Explain how companies use public relations to  communicate with and influence important publics 15-2
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Chapter Outline 1. Advertising 2. Public Relations 15-3
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Advertising Developing Advertising Programs Setting advertising objectives Setting the advertising budget Developing advertising strategy Evaluating advertising campaigns 15-4
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Advertising Developing Advertising Programs Setting Advertising Objectives An  advertising objective  is a specific communication  task to be accomplished with a specific target  audience during a specific time Objectives are classified by primary purpose Inform Persuade Remind 15-5
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Advertising Developing Advertising Programs Setting Advertising Objectives Informative advertising  is used when introducing a  new product category; the objective is to build  primary demand Comparative advertising directly or indirectly  compares the brand with one or more other brands 15-6
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Advertising Developing Advertising Programs Setting Advertising Objectives Persuasive advertising  is important with  increased competition to build selective  demand 15-7
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Advertising Developing Advertising Programs Setting Advertising Objectives Reminder advertising  is important with mature  products to help maintain customer  relationships and keep customers thinking  about the product 15-8
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Advertising Developing Advertising Programs Setting the Advertising Budget Factors to consider when setting the budget Product life-cycle stage Market share 15-9
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Advertising Developing Advertising Programs Setting the Advertising Budget Product life-cycle stage New products require larger budgets Mature brands require lower budgets 15-10
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Advertising Developing Advertising Programs Setting the Advertising Budget Market share Building or taking market share requires  larger budgets Markets with heavy competition or high  advertising clutter require larger budgets Undifferentiated brands require larger  budgets 15-11
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Advertising Developing Advertising Programs Developing the Advertising Strategy
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Chapter 15 - 15 PrinciplesofMarketing AdvertisingandPublic...

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