F10+MKTG+3104+Student+19.+Advertising,+sales+promotions,+publicity+ppt

F10+MKTG+3104+Student+19.+Advertising,+sales+promotions,+publicity+ppt

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MKTG 3104 Advertising Sales Promotions Publicity
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CONTENT OBJECTIVES 1. Understand the decisions made in creating and executing an advertising program 2. Illustrate successful and poor handling of sales promotions and publicity 3. Consider the role of execution as opposed to strategy
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Developing an Advertising Developing an Advertising Program Program 1. Identify the Target Audience 2. Specify Advertising Objectives 3. Set the Advertising Budget 4. Design the Ad 5. Select Media 6. Schedule the Ads 7. Assess Program Effectiveness Example: HOCPR
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Developing an Advertising Developing an Advertising Program Program Step 1. Identify the Target Audience General public Women 55 years and older
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Developing an Advertising Developing an Advertising Program Program Step 2. Specify Advertising Objectives AWARENES S | INTEREST | EVALUATIO N | TRIAL Pioneering ads provide information about the product, its benefits, where to find it. Persuasive (competitive) ads encourage positive evaluations and preference
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Developing an Advertising Developing an Advertising Program Program Step 2. Specify Advertising Objectives AWARENES S | INTEREST | EVALUATIO N | TRIAL Reminder ads reinforce top of mind awareness, previous knowledge, preference, behavior
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Developing an Advertising Developing an Advertising Program Program Step 3. Set the Advertising Budget Percentage of Sales All You Can Afford
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F10+MKTG+3104+Student+19.+Advertising,+sales+promotions,+publicity+ppt

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