Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C....
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Chapter 8: Overview of Advertising Management
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Transcript of Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C....
Chapter 8: Overview of
Advertising Management
Advertising Functions
A. Informing
B. Persuading
C. Reminding
D. Adding Value
E. Assisting Other Company Efforts
Top US Advertisers
Advertising Functions
A. Informing
Advertising Functions
B. Persuading
Advertising Functions
C. Reminding
Advertising Functions
E. Assisting Other
Company Efforts
Advertising Functions
D. Adding Value
Advertising Strategy
A. Objective Setting (Note Hierarchy of Effects)1. Sales vs. Communication (Presales)
Objectives
B. Budgeting1. SOV vs. SOM2. Considerations
a. Objectivesb. Competitorsc. Availability of Funds
3. Methods
C. Message Strategy (Ch. 9, 10)
D. Assessing Message Effectiveness (Ch. 11)
E. Media Strategy (Ch. 12, 13, 14, 15)
F. Strategy Implementation and Control*
Chapter Eight Discussion Questions: 1, 6, 9
New Balance
http://adage.com/tvspots/
30-Second TV Spot Costs
