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chapter
advertising, public relations, and sales promotions
seventeen
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
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LEARNING OBJECTIVES
LO1 Describe the steps in designing and executing an advertising campaign.
LO2 Identify three objectives of advertising.LO3 Describe the different ways that
advertisers appeal to consumers.LO4 Identify the various types of media.LO5 Identify agencies that regulate advertising. LO6 Describe the elements of a public relations
toolkit.LO7 Identify the various types of sales
promotions.
Advertising, Public Relations, and Sales Promotions
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Steps in Planning and Executing an Ad Campaign
Advertising Age Website
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Set Advertising Objectives
Push strategyPush strategyPull strategyPull strategy
©Brand X Pictures/PunchStock
©Comstock/PunchStock
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Advertising Objectives
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Product-focused advertisementsProduct-focused advertisements
Institutional advertisements
Institutional advertisements
Focus of Advertisements
©2
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0 Im
ag
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Ltd
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Determining Advertising Budget
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Convey the Message
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The Appeal
Emotional appealEmotional appeal
Informational appeal
Informational appeal
©Pro
cter
& G
am
ble
©Pro
cter
& G
am
ble
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Evaluate and Select Media
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Choosing the Right Medium
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Determine the Advertising Schedule
©Procter & Gamble
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Assess Impact Using Marketing Metrics
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Regulatory and Ethical Issues in Advertising
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Public Relations
TOMS Shoes Website 17-15
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Types of Sales Promotion
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Evaluated Sales Promotions using Marketing Metrics
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