tailieunhanh - Lecture Advertising (2e): Chapter 1 - Arens, Schaefer, Weigold

Chapter 1 - The evolution of advertising. After completing this chapter, students will be able to: Define integrated marketing communications, define advertising and distinguish it from other forms of marketing communications, explain the role advertising plays in business and marketing. | Chapter One The Evolution of Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Define integrated marketing communications Define advertising and distinguish it from other forms of marketing communications Explain the role advertising plays in business and marketing Learning Objectives Illustrate the functions of advertising in a free-market economy Discuss how advertising evolved with the history of commerce Describe the impact of advertising on society Marketing Communications Efforts and tools used to communicate with customers Newspaper ads, telemarketing and digital ads, event sponsorship, and coupons Integrated marketing communication Coordination and integration of messages from a variety of sources Advertising Structured and composed nonpersonal communication of information that are paid for and persuasive in nature About products by identified sponsors through various media Type of marketing communication Advertising Directed at groups Public service announcements (PSAs) Advertisement that serves public interest, for a nonprofit organization, carried by the media at no charge Medium: Communication vehicle that transfers a message from the sender to the receiver Word-of-mouth (WOM) advertising Mass media Advertising and the Marketing Process Exhibit - Advertising: Promotion Component of the Marketing Mix Principles of Free-Market Economics Exhibit - Functions and Effects of Advertising in a Free Economy Evolution of Advertising The Effects of Advertising Advertising serves social needs Encourages increased productivity Primary income for many media Public service announcements (PSAs) Promote growth and understanding of social issues and causes The Effects of Advertising Issues of truthfulness and ethics led to: Government regulation Industry efforts at self-regulation Formulation of consumer . | Chapter One The Evolution of Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Define integrated marketing communications Define advertising and distinguish it from other forms of marketing communications Explain the role advertising plays in business and marketing Learning Objectives Illustrate the functions of advertising in a free-market economy Discuss how advertising evolved with the history of commerce Describe the impact of advertising on society Marketing Communications Efforts and tools used to communicate with customers Newspaper ads, telemarketing and digital ads, event sponsorship, and coupons Integrated marketing communication Coordination and integration of messages from a variety of sources Advertising Structured and composed nonpersonal communication of information that are paid for and persuasive in nature About

• PR - Truyền thông
• Lecture Advertising
• Target audience
• Planning process
• Creative process
• Integrating marketing communications
• The evolution of advertising
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Major advertising decisions
• Advertising objective
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Advertising objectives
• Public relations
• Advertising budget
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Measuring the effectiveness
• Measuring advertising effectiveness
• Corporate advertising
• Determining public attitudes
• Bài giảng Nguyên lý marketing
• Informative advertising
• Persuasive advertising
• Environment of advertising
• Business of advertising
• Print advertising
• Integrated marketing program
• Traditional advertising
• Interactive advertising
• Social media
• Communication process
• Regulation of advertising
• Advertising controls
• Marketing strategies
• Lecture M Marketing
• Marketing environment
• Sales promotions
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
• Strategic market planning
• Sales promotion
• Advertising promotion
• Consumer behavior
• Account planning
• IMC planning