Chp18

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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 Is Creativity ? Emotive Content in TV Advertis ing Does Not Inc reas e Attention,” J ournal of Advertis ing Res earc h 49, no. 4 (Dec ember 2009), pp. 450–63; Ray mond R. Burk e and Thomas K. Srull, “Competitive Interferenc e and Cons umer Memory for Advertis ing,” J ournal of Cons umer Res earc h 15 (June 1988), pp. 55–68; Kevin Lane Keller, “Memory Fac tors in Advertis ing: The Effec t of Advertis ing Retrieval Cues on Brand Evaluation,” J ournal of Cons umer Res earc h 14 (Dec ember 1987), pp. 316–33. 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 Daugherty , Matthew Eas tin, and Laura Bright, “Ex ploring Cons umer Motivations for Creating Us er-Generated Content,” J ournal of Interac tive Advertis ing 8, no. 2 (2008); Anthony Bianc o, “The Vanis hing Mas s Mark et,” Bus ines s W eek , July 12, 2004, pp. 61–68. 2011 McGraw-Hill Higher Education Any us e is s ubject to the Term s of Us e and Privacy Notice. McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 4/4 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook 3 /e 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. During thi...
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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.

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