CH18-Advertising%20Public%20Relations%20and%20Sales%20Promotions-student

CH18-Advertising%20Public%20Relations%20and%20Sales%20Promotions-student

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18-1 CHAPTER ADVERTISING,  PUBLIC RELATIONS,  AND SALES  PROMOTIONS 18
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18-2 Advertising and Market Share New brands spend proportionately more for advertising than old ones A certain level of exposure is needed to affect purchase habits Beyond a certain level, diminishing returns set in New brands spend proportionately more for advertising than old ones A certain level of exposure is needed to affect purchase habits Beyond a certain level, diminishing returns set in 1
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18-3 Advertising and the Consumer Average U.S. citizen is exposed to hundreds of ads each day Advertising may change a consumer’s attitude toward a product Advertising can affect consumer ranking of brand attributes Average U.S. citizen is exposed to hundreds of ads each day Advertising may change a consumer’s attitude toward a product Advertising can affect consumer ranking of brand attributes 1
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18-4 Steps in Planning an Ad Campaign Advertising Age Website
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18-5 Steps in Planning an Ad Campaign Advertising Age Website The success of an advertising program depends on how well the advertiser can identify its target audience.
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