Advertising and Public Relations Ch 15.docx

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Management and Organizational Studies
Management and Organizational Studies 2320A/B
Angela White

Advertising and Public Relations 4102012 14800 PM Chapter 15AdvertisingAdvertisingany paid form of nonpersonal presentation and promotion of ideas goods or services by an identified sponsorAdvertising objectivea specific communication task to be accomplished with a specific target audience during a specific period of timeInformative advertisingused when introducing a new product category the objective is to build primary demandComparative advertisingdirectly or indirectly compares the brand with one or more other brandsPersuasive advertisingimportant with increased competition to build selective demandReminder advertisingimportant with mature products to help maintain customer relationships and keep customers thinking about the productSetting the Advertising BudgetAdvertising budgetthe dollars and other resources allocated to a product or company advertising program o Productlifecycle stageNew products require larger budgetsMature brands require lower budgets o Market shareBuilding or taking market hare requires larger budgetsMarkets with heavy competition or high advertising clutter require larger budgetsUndifferentiated brands require larger budgetsDeveloping the Advertising StrategyAdvertising strategyhow the company accomplishes its advertising objectives and consists of o Creating advertising messages o Selecting advertising media
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