Chap018 - CHAPTER ADVERTISING, PUBLIC RELATIONS, AND SALES...

Info iconThis preview shows pages 1–13. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: CHAPTER ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS 18 18-2 LEARNING OBJECTIVES Advertising, Public Relations, and Sales Promotions LO1 Describe the steps in designing and executing an advertising campaign. LO2 Identify three objectives of advertising. LO3 Describe the different ways that advertisers appeal to consumers. LO4 Identify the various types of media. LO5 Identify agencies that regulate advertising. LO6 Describe the elements of a public relations toolkit. LO7 Identify the various types of sales promotions. 18-3 Victorinox Courtesy Swiss Army Victorinox 18-4 Steps in Planning and Executing an Ad Campaign Advertising Age Website 18-5 Set Advertising Objectives Push strategy Push strategy Pull strategy Pull strategy Brand X Pictures/PunchStock Comstock/PunchStock 18-6 Advertising Objectives 18-7 Advertising Objectives Courtesy The Procter & Gamble Company 18-8 Iams Pet Procter & Gamble. 18-9 Informative Advertising Communicates to create and build brand awareness Retailers aim to push the consumer through the buying cycle to final purchase Often used to inform customers about upcoming sales events or arrival of new merchandise TJX Companies, Inc. 18-10 Persuasive Advertising Generally occurs in the growth and early maturity stages of the Product Life Cycle when competition is most intense May be used to reposition an established brand in the later stage of the Product Life Cycle The Procter & Gamble Company Used by permission 18-11 Reminder Advertising Communication used to remind or prompt repurchases Occurs after the products have gained market acceptance Used by Permission of Deutsch Inc as Agent for National Fluid Milk Processor Promotion Board 18-12 Using Brand History 18-13...
View Full Document

Page1 / 54

Chap018 - CHAPTER ADVERTISING, PUBLIC RELATIONS, AND SALES...

This preview shows document pages 1 - 13. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online