MKTG 2030 Chapter Notes - Chapter 11: Public Service Announcement, Advertising Campaign, Branded Content
16 Mar 2014
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Chapter 11: advertising, public relations, promotions, direct marketing, and personal selling. Product advertising is advertising messages that focus on a specific g/s. Institutional advertising is advertising messages that promote the activities, personality, or pov of an org or company. Corporate advertising promotes the company as a whole instead of the firm"s individual products; some firms don"t" advertise specific products at all but have build their businesses with only corporate ads. Advocacy advertising is a type of public service advertising where an org seeks to influence public opinion on an issue b/c it has some stake in the outcome. Public service advertisements (psas) is advertising run by the media for not-for-profit orgs or to champion a particular cause without charge. Encourages customers to shop at a specific store or use a specific local service. Informs about store hours, location and products that are available or on sale.
