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Chapter 15: Advertising and Public Relations
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Mapa Mental sobre Chapter 15: Advertising and Public Relations, criado por farzanajeffri em 03-09-2015.
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advertising
public relations
principles of marketing
chapter 15
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farzanajeffri
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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
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