Ch. 17 Ads and PR with instructor notes

Ch. 17 Ads and PR with instructor notes - Chapter 17:...

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© 2011 Robert H. Smith School of Business University of Maryland Chapter 17: Advertising and Public Relations Professor Whitney Fall 2011
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© 2011 Robert H. Smith School of Business University of Maryland Effects of Advertising ….not action Build Brand Equity Increase Brand Awareness Change Negative Brand Attitude into Positive Reinforce Positive Brand Attitudes Get Consumers to Re- evaluate the importance they place on certain attributes when evaluating products
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© 2011 Robert H. Smith School of Business University of Maryland Major Types of Advertisements Institutional Corporate Advocacy Product Pioneering Competitive Comparative
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© 2011 Robert H. Smith School of Business University of Maryland The Major Types of Product Advertising Primary Demand Selective Demand
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© 2011 Robert H. Smith School of Business University of Maryland Creative Decisions for Ad Campaign Set advertising Objectives (DAGMAR) Identify benefits Develop appeal Develop media plan Evaluating results helps marketers adjust objectives for future campaigns Evaluate campaign results
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© 2011 Robert H. Smith School of Business University of Maryland Setting Objectives: The DAGMAR Approach ( D efining A d G oals for M easured A d R esults) Define target audience Define target audience Define specific objectives (think in
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This note was uploaded on 12/25/2011 for the course BMGT 350 taught by Professor Boyd during the Fall '08 term at Maryland.

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Ch. 17 Ads and PR with instructor notes - Chapter 17:...

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