TAILIEUCHUNG - Lecture Principles of Marketing - Chapter 15: Advertising and public relations

After studying this chapter you will be able to understand the advertising and public relations. The main contents of this chapter include all of the following: Setting advertising objectives, setting the advertising budget, developing advertising strategy, evaluating advertising effectiveness and return on advertising investment, the role and impact of public relations, major public relations tools. | Chapter Fifteen Advertising and Public Relations 1 Advertising and Public Relations Topic Outline Advertising Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Evaluating Advertising Effectiveness and Return on Advertising Investment Public Relations The Role and Impact of Public Relations Major Public Relations Tools 2 Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Advertising 3 Advertising Major Advertising Decisions 4 Advertising Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time 5 Advertising Informative advertising is used when introducing a new product category; the objective is to build primary demand Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Advertising objectives
• Public relations
• Advertising budget
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system