Chapter 16

Chapter 16 - CHAPTER 16 Advertising and Public Relations...

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CHAPTER 16 Advertising and Public Relations Principles of Marketing Minneapolis Community and Technical College Instructor: Dave Skogstrom Office: Management Education Center, Room 1050 Phone: 612-659-6422 Email: [email protected] .
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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 Relations 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. • World’s top five advertisers each spend more than $2 billion annually on U.S. advertising. • Top five: Procter & Gamble, General Motors, Unilever, Ford, and L’Oréal.
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CHAPTER 16 Advertising and Public Relations TYPES OF ADVERTISING Product advertising Nonpersonal selling of a particular good or service. Institutional advertising
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Chapter 16 - CHAPTER 16 Advertising and Public Relations...

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