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Ch. 17 Ads and PR student version

Ch. 17 Ads and PR student version - Chapter 17 Advertising...

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© 2010 Robert H. Smith School of Business University of Maryland Chapter 17: Advertising and Public Relations Professor Whitney Fall 2010
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© 2010 Robert H. Smith School of Business University of Maryland Effects of Advertising (traditional & non-traditional) Increase awareness Change negative attitudes Reinforce positive attitudes Change what is important to consumers when evaluating products/services
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© 2010 Robert H. Smith School of Business University of Maryland Advertising and Market Share New brands with a small market share spend proportionally more for advertising and sales promotion than those with a large market share. Beyond a certain level of spending, diminishing returns set in. New brands require higher spending to reach a minimum level of exposure needed to affect purchase habits.
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© 2010 Robert H. Smith School of Business University of Maryland 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
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© 2010 Robert H. Smith School of Business University of Maryland The Major Types of Advertising and PLC
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© 2010 Robert H. Smith School of Business University of Maryland Creative Decisions in Advertising Determine the advertising objectives Make creative decisions Make media decisions Evaluate the campaign
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© 2010 Robert H. Smith School of Business
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