Đang chuẩn bị liên kết để tải về tài liệu:
Lecture Marketing (11/e): Chapter 18 – Kerin, Hartley, Rudelius

Chapter 18 provides knowledge of advertising, sales promotion, and public relations. This chapter 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. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO2 Describe the steps used to develop, execute, and evaluate an advertising program. Explain the advantages and disadvantages of alternative advertising media. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: Explain the differences between product advertising and institutional advertising and the variations within each type. LO1 LO4 Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions. Recognize public relations as an important form of communication. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: WHERE CAN YOU WATCH TV? WHERE CAN’T YOU? Online TV (OTV) TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO1 Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder Product Advertisements Comparative Reinforcement Campbell’s, 1&1, and Red Bull What is the . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO2 Describe the steps used to develop, execute, and evaluate an advertising program. Explain the advantages and disadvantages of alternative advertising media. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: Explain the differences between product advertising and institutional advertising and the variations within each type. LO1 LO4 Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions. Recognize public relations as an important form of communication. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: WHERE CAN YOU WATCH TV? WHERE CAN’T YOU? Online TV (OTV) TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO1 Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder Product Advertisements Comparative Reinforcement Campbell’s, 1&1, and Red Bull What is the type and purpose of each advertisement? LO1 Dial Soap What is the type and purpose of this advertisement? LO1 TYPES OF ADVERTISEMENTS INSTITUTIONAL ADVERTISEMENTS LO1 Institutional Advertisements Advocacy Pioneering Institutional Competitive Institutional Reminder Institutional Chevron and Bridgestone What is the type and purpose of each advertisement? LO1 Got Milk? and U.S. Army What is the type and purpose of each advertisement? LO1 DEVELOPING THE ADVERTISING PROGRAM LO2 Identifying the Target Audience Specifying the Advertising Objectives Setting the Advertising Budget FIGURE 18-1 The Super Bowl delivers a huge audience if you can afford the cost of placing an ad GOING ONLINE See Your Favorite Super Bowl Ads Again! LO2 DEVELOPING THE ADVERTISING PROGRAM DESIGNING THE ADVERTISEMENT LO2 Message Content Informational Element Persuasive Element Types of Appeals Fear Appeals Sex Appeals Humorous Appeals World Wide Fund, Candie’s, and Geico What is the .