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kotler12e_im_15_pog - Professors on the Go Chapter 15...

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Professors on the Go! Chapter 15 Advertising and Public Relations 1. Key Concepts Setting advertising objectives, Four methods of setting the advertising budget, Developing advertising strategy What factors make management’s task of setting advertising budgets difficult? Why is it important that the advertising media and creative departments work closely together? Take the possible advertising objectives illustrated in Table 15.1 and find an example advertisement of each. Analyze what you perceive to be the objective in each of your examples. What material from the advertisement leads you to believe that a certain objective is being pursued? From the section in your text entitled Message Execution, take each of the nine execution format styles and find an illustration of each. Explain why the advertisements that you have selected fit the categories. What objectives do you think the advertisements are trying to achieve?
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