Chapter 17_Advertising and Public Relations

Chapter 17_Advertising and Public Relations - Lamb, Hair,...

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1 Lamb, Hair, McDaniel CHAPTER 17 Advertis ing and Public Relations 2010-2011
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2 LO 1 Dis cus s the effects of advertis ing on market s hare and cons umers LO 2 Identify the major types of advertis ing LO 3 Dis cus s the creative decis ions in developing an advertis ing campaign LO 4 Des cribe media evaluation and s election techniques LO 5 Dis cus s the role of public relations in the promotional mix Learning Outcomes Learning Outcomes
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Top 10 US Advertis ers (2007) (in millions ) 3 Procter & Gamble Co. $4,898 AT&T $3,345 General Motors Corp. $3,296 Time Warner $3,089 Verizon Communications $2,822 Ford Motor Co. $2,577 GlaxoSmithKline $2,444 Walt Dis ney Co. $2,320 Johns on & Johns on $2,291 Unilever $2,098
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4 The Effects of Advertising on Consumers The average U.S. citizen is exposed to hundreds up to thousands of ads each day. Advertising may change a consumer’s negative attitude toward a product, or reinforce a positive attitude. Advertising can affect consumer ranking of a brand’s attributes. LO 1
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5 Major Types of Advertising Corporate identity Corporate identity Pioneering Pioneering Competitive Competitive Comparative Comparative Product Advertising Product Advertising Institutional Advertising Institutional Advertising Advocacy advertising Advocacy advertising LO 2 Order the Mits ubis hi Ele
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6 Product Advertising Pioneering Pioneering Pioneering Pioneering Stimulates primary demand for new product or category Used in the PLC introductory stage Competitive Competitive Competitive Competitive Influences demand for brand in the growth phase of the PLC Often uses emotional appeal Comparative Comparative Comparative Comparative Compares two or more competing brands’ product attributes Used if growth is sluggish, or if competition is strong LO 2 YouTube - New Swiffer Sweeper Vac Commercial YouTube - 1984 Apple's Macintos h Commercial YouTube - Audi Big Game Commercial 2011 - Releas e the Hounds
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7 REVIEW LEARNING OUTCOME The Major Types of Advertising LO 2
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Creative Decisions in Advertising A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. Advertising
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This note was uploaded on 04/02/2012 for the course MKTG 300 taught by Professor Wong during the Spring '12 term at St. Xavier.

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Chapter 17_Advertising and Public Relations - Lamb, Hair,...

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