tailieunhanh - Lecture Marketing (12/e): Chapter 18 – Kerin, Hartley, Rudelius

Chapter 18 – Advertising, sales promotion, and public relations. After reading chapter 18, you should be able to: Explain the differences between product advertising and institutional advertising and the variations within each type; describe the steps used to develop, execute, and evaluate an advertising program; explain the advantages and disadvantages of alternative advertising media. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 18-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO 18-1 Describe the steps used to develop, execute, and evaluate an advertising program. Explain the differences between product advertising and institutional advertising and the variations within each. LO 18-3 Explain the advantages and disadvantages of alternative advertising media. 18- LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO 18-4 Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions. Recognize public relations as an important form of communications. LO 18-5 18- WHAT IS THE KILLER APP OF ADVERTISING? TELEVISION! 18- TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO 18-1 Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder Product . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 18-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO 18-1 Describe the steps used to develop, execute, and evaluate an advertising program. Explain the differences between product advertising and institutional advertising and the variations within each. LO 18-3 Explain the advantages and disadvantages of alternative advertising media. 18- LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO 18-4 Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions. Recognize public relations as an important form of communications. LO 18-5 18- WHAT IS THE KILLER APP OF ADVERTISING? TELEVISION! 18- TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO 18-1 Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder Product Advertisements Comparative Reinforcement 18- DiGiorno, Fidelity, and Dove What is the type and purpose of each ad? LO 18-1 18- Dial Soap What is the type and purpose of this ad? LO 18-1 18- TYPES OF ADVERTISEMENTS INSTITUTIONAL ADVERTISEMENTS LO 18-1 Institutional Advertisements Advocacy Pioneering Institutional Competitive Institutional Reminder Institutional 18- Chevron and Bridgestone What is the type and purpose of each ad? LO 18-1 18- Got Milk? and . Army What is the type and purpose of each ad? LO 18-1 18- DEVELOPING THE ADVERTISING PROGRAM LO 18-2 Identifying the Target Audience Specifying the Advertising Objectives Setting the Advertising Budget 18- FIGURE 18-1 The Super Bowl delivers a huge audience if you can afford the cost of placing an ad 18- MARKETING INSITE See Your Favorite Super Bowl Ads Again, and Again! LO 18-2 18- DEVELOPING THE ADVERTISING PROGRAM DESIGNING THE ADVERTISEMENT LO 18-2 Message Content Informational Element .