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Unformatted text preview: from Audienc e Retention Data,” J ournal of Advertis ing Res earc h 49,
no. 4 (Dec ember 2009), pp. 419–28; Robert G. Heath, Agnes C. Nairn, and Paul A. Bottomley , “How Effec tive
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49, no. 4 (Dec ember 2009), pp. 450–63; Ray mond R. Burk e and Thomas K. Srull, “Competitive Interferenc e
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9. Mark us Pfeiffer and Mark us Zinnbauer, “Can Old Media Enhanc e New Media? How Tradit ional Advert is ing Pay s Off for an Online Soc ial Network ,” J ournal of Advertis ing Res earc h 50, no. 1 (2010), pp. 42–49; Terry
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Bus ines s W eek , July 12, 2004, pp. 61–68. 2011 McGraw-Hill Higher Education
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Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Step 1. Identify Target Audience
Describe the steps in designing
and executing an advertising
campaign. T he success of an advertising program depends on how well the advertiser can identify its target
audience. F irms conduct research to identify their target audience, then use the information they
gain to set the tone for the advertising program and help them select the media they will use to
deliver the message to that audience.
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08