Chapter 15: Advertising, sales promotion, and public relations. After reading this chapter 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;. | 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 15, YOU SHOULD BE ABLE TO: Explain the differences between product advertising and institutional advertising and the variations within each type. LO1 15- 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 15, YOU SHOULD BE ABLE TO: 15- WHERE CAN YOU WATCH TV? WHERE CAN’T YOU? Online TV (OTV) 15- TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO1 Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder Product Advertisements Comparative Reinforcement 15- Campbell’s, . | 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 15, YOU SHOULD BE ABLE TO: Explain the differences between product advertising and institutional advertising and the variations within each type. LO1 15- 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 15, YOU SHOULD BE ABLE TO: 15- WHERE CAN YOU WATCH TV? WHERE CAN’T YOU? Online TV (OTV) 15- TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO1 Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder Product Advertisements Comparative Reinforcement 15- Campbell’s, 1&1, and Red Bull What is the type and purpose of each advertisement? LO1 15- Dial Soap What is the type and purpose of this advertisement? LO1 15- TYPES OF ADVERTISEMENTS INSTITUTIONAL ADVERTISEMENTS LO1 Institutional Advertisements Advocacy Pioneering Institutional Competitive Institutional Reminder Institutional 15- Chevron and Bridgestone What is the type and purpose of each advertisement? LO1 15- Got Milk? and . Army What is the type and purpose of each advertisement? LO1 15- DEVELOPING THE ADVERTISING PROGRAM LO2 Identifying the Target Audience Specifying the Advertising Objectives Setting the Advertising Budget 15- DEVELOPING THE ADVERTISING PROGRAM DESIGNING THE ADVERTISEMENT LO2 Message Content Informational Element Persuasive Element Types of Appeals Fear Appeals Sex Appeals Humorous Appeals 15- World Wide Fund, Candie’s, and Geico What is the appeal and purpose of each advertisement? LO2 15- DEVELOPING .
