null
US
Sign In
Sign Up for Free
Sign Up
We have detected that Javascript is not enabled in your browser. The dynamic nature of our site means that Javascript must be enabled to function properly. Please read our
terms and conditions
for more information.
Next up
Copy and Edit
You need to log in to complete this action!
Register for Free
3355009
Chapter 15: Advertising and Public Relations
Description
Mind Map on Chapter 15: Advertising and Public Relations, created by farzanajeffri on 03/09/2015.
No tags specified
advertising
public relations
principles of marketing
chapter 15
Mind Map by
farzanajeffri
, updated more than 1 year ago
More
Less
Created by
farzanajeffri
about 9 years ago
193
1
0
Resource summary
Chapter 15: Advertising and Public Relations
Advertising
4 important decisions when developing an advertising program
1. Objectives setting
3 different advertising objectives
to inform (information advertising) for introducing new products
to persuade (persuasive advertising) for when competition gets tough
to remind (reminder advertising) for mature products
2. Budget decision
3. Developing an advertising strategy (message decisions + media decisions)
Selecting Adveritising Media
4 Major steps
1. Deciding on reach, frequeny and impact
2. Choosing among major media types
3. Selecting specific media vehicles
3 Media effectiveness factors
audience quality
audience engagement
editorial quality
4. Deciding on media timing
a. decide how to schedule the advertising over the course of the year
b. choose the pattern of the ads
2 types of patterns
continuity (scheduling ads evenly within a given period)
pulsing (scheduling ads unevenly over a given time period)
4. Advertising Evaluation
advertisers should regularly evaluate two types of advertising results
communication effects
sales and profits effects
Media attachments
4a2bbcf2-98c5-4cff-afba-d79cba8537e5 (image/png)
bbc5cf0f-3591-4d5e-87fd-2dfc7597387f (image/jpg)
Show full summary
Hide full summary
Want to create your own
Mind Maps
for
free
with GoConqr?
Learn more
.
Similar
PR Multiple Choice
thomasarcher1
PR as a management function
slavings-s
PRN2110 EXAM REVISION
Denise Siddons
Public Relation Training
Jake Johnson
BLANC Customer Service Process
Mathilde Blanc
Business Studies: Marketing
Harriet Glover
Pre - writing
Kai Ladd
Advertising Techniques
syahirah.isham.1
Language and Power
Eleanor H
Language in Advertising
Eleanor H
Principles of Marketing, 4th Canadian Edition
Juls Castro
Browse Library