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

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

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Unformatted text preview: 18-1CHAPTERADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS1818-2Advertising and Market Share•New brands spend proportionately more for advertising than old onesA 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 onesA certain level of exposure is needed to affect purchase habits Beyond a certain level, diminishing returns set in118-3Advertising and the ConsumerAverage U.S. citizen is exposed to hundreds of ads each dayAdvertising may change a consumer’s attitude toward a productAdvertising can affect consumer ranking of brand attributesAverage U.S. citizen is exposed to hundreds of ads each dayAdvertising may change a consumer’s attitude toward a productAdvertising can affect consumer ranking of brand attributes118-4Steps in Planning an Ad CampaignAdvertising Age Website18-5Steps in Planning an Ad CampaignAdvertising Age WebsiteThe success of an advertising program depends on how well the advertiser can identify its target audience.18-6...
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This note was uploaded on 01/12/2012 for the course MAR 3023 taught by Professor Bagwhandee during the Fall '08 term at University of Central Florida.

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

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