TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 18: Advertising, public relations, and sales promotions

Chapter 18: Advertising, public relations, and sales promotions. After reading this chapter, you should be able to: Describe the steps in designing and executing an advertising campaign, identify three objectives of advertising, describe the different ways that advertisers appeal to consumers, identify the various types of media,. | advertising, public relations, and sales promotions eighteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 18-1 Describe the steps in designing and executing an advertising campaign. LO 18-2 Identify three objectives of advertising. LO 18-3 Describe the different ways that advertisers appeal to consumers. LO 18-4 Identify the various types of media. LO 18-5 Identify agencies that regulate advertising. LO 18-6 Describe the elements of a public relations toolkit. LO 18-7 Identify the various types of sales promotions. Steps in Planning and Executing an Ad Campaign Advertising Age Website 3 Identify Target Audience Getty Images/Comstock Images 4 Set Advertising Objectives Push strategy Pull strategy ©Brand X Pictures/PunchStock ©Comstock/PunchStock 5 Advertising Objectives 6 Informative Advertising Create and build brand awareness Push the consumer through

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