TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 18 – Kerin, Hartley, Rudelius

Chapter 18 – Advertising, sales promotion, and public relations. After reading chapter 18, you should be able to: 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. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 18-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO 18-1 Describe the steps used to develop, execute, and evaluate an advertising program. Explain the differences between product advertising and institutional advertising and the variations within each. LO 18-3 Explain the advantages and disadvantages of alternative advertising media. 18- LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO 18-4 Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions. Recognize public relations as an important form of communications. LO 18-5 18- WHAT IS THE KILLER APP OF ADVERTISING? TELEVISION! 18- TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO 18-1 Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder Product .

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