JOUR 250 Lecture Notes - Lecture 9: Classified Advertising, Horse Length
31 Jan 2018
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Document Summary
Stores that sell a variety of branded merchandies. Advertising manager: performs all the administrative, planning, budgeting, and coordinating functions types of local advertising-- Product advertising: functional classification of advertising that promotes goods and services. Sale advertising: stimulates movement of a particular merchandise or increases store traffic by emphasizing price reduction. Institutional advertising: attempts to gain favorable attention for the business as a whole and intends the effects to be long term. Classified advertising: short text-only ads used to locate and recruit new employees, offer services, or sell or lease new and used merchandise. Cooperative advertising: sharing advertising costs by manufacturer and distributor or retailer, with manufacturer repaying part of dealer"s advertising costs based on sales. Newspapers, direct mail, radio regional and national advertisers-- regional: operate in one part of the country and market exclusively within that region national: advertise in several geographic regions or throughout the country differences between local and national--
