Types of Corporate Advertising

Types of Corporate Advertising - elucidating controversial...

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Types of Corporate Advertising Positioning Ads Sponsorships Recruitment General Image Ads Financial Support Image Advertising Event Sponsorship Advocacy Advertising Cause-related Advertising 17-1
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Employee Recruitment by Grant Thornton 17-2
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Event Sponsorship Sporting Events Music, Entertainment Causes Festivals Cultural Events Arts Corporate Sponsor 17-3
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Test Your Knowledge Why would World Wrestling Entertainment (WWE) sponsor a  car on the NASCAR racing circuit?  A)  To build equity and gain affinity with its       target market  B)  To show its position on sports marketing  C)  To create a generic positioning strategy  D)  To further segment its target market  E)  To reduce its overall promotional expenses  17-4
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Advocacy Advertising Propagating ideas and
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Unformatted text preview: elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor 17-5 Advocacy Ad 17-6 Cause Related Marketing A form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors 17-7 Cause Related Marketing 17-8 Pros and Cons of Corporate Advertising Raises questions of constitutionality and ethics May have questionable effectiveness Excellent vehicle for positioning the firm Takes advantage of benefits derived from public relations Reaches a selected target market Advantages Disadvantages 17-9 Measuring Corporate Ad Effectiveness Stock Prices Attitude Surveys Focus Group Research Effective? 17-10...
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Types of Corporate Advertising - elucidating controversial...

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