TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 18 – Kerin, Hartley, Rudelius

Chapter 18 provides knowledge of advertising, sales promotion, and public relations. This chapter 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 18, YOU SHOULD BE ABLE TO: Explain the differences between product advertising and institutional advertising and the variations within each type. LO1 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 18, YOU SHOULD BE ABLE TO: WHERE CAN YOU WATCH TV? WHERE CAN’T YOU? Online TV (OTV) TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO1 Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder Product Advertisements Comparative Reinforcement Campbell’s, 1&1, and Red Bull What is the .

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