TAILIEUCHUNG - Lecture fundamentals of marketing - Lecture 22: Advertising

After studying this chapter you will be able to understand: Setting advertising objectives, setting the advertising budget, developing advertising strategy, evaluating advertising effectiveness and return on advertising investment, other advertising considerations. | Advertising LECTURE-22 1 Advertising Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Evaluating Advertising Effectiveness and Return on Advertising Investment Other Advertising Considerations Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Advertising companies must do more than simply create customer value. They must also clearly and persuasively communicate that value to target customers. In this chapter, we take a closer look at two marketing communications tools: advertising and public relations. Author Comment You already know a lot about advertising; you are exposed to it every day. But here we’ll look behind the scenes at how companies make advertising decisions. Advertising Advertising can be traced back to the very beginnings of recorded history. Archaeologists working in countries around the Mediterranean Sea have dug up signs announcing various events and offers. The Romans painted walls to announce gladiator fights and the Phoenicians painted pictures on large rocks to promote their wares along parade routes. During the golden age in Greece, town criers announced the sale of cattle, crafted items, and even cosmetics. An early “singing commercial” went as follows: “For eyes that are shining, for cheeks like the dawn / For beauty that .

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