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Unformatted text preview: Institutional Advertising - promotes an organization's image, reputation, or ideas rather than a specific product Its main objective is to develop/increase goodwill or improve a firms relationship with various groups Objectives Guide Implementation Awareness Interest Evaluation and Trial Decision Confirmation Best media selection Effectiveness depends on how well the medium fits with: Promotion objectives What Target market you want to reach Funds available Nature of media, including whom they reach, with what frequency etc. AIDA Model Get Attention Hold Interest Arouse Desire Obtain Action Advertisement is all about persuasion...
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- Fall '08