Documente Academic
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Documente Cultură
Chapter No. 15
Advertising and Public Relations
Advertising
Any
Advertising Program
Setting
advertising objectives
Setting the advertising budget
Developing advertising strategy
Evaluating advertising
campaigns
Setting Advertising
Objectives
An
advertising objective is a
specific communication task to
be accomplished with a specific
target audience during a specific
period of time.
Primary purpose
To inform
To persuade
To remind
Setting Advertising
Budget
The
Developing Advertising
Strategy
The
strategy
concept
Meaningful
Believable
Distinctive
appeal
execution
Slice of life
Life-style
Fantasy
Mood or images
Musical
Personality symbol
Technical expertise
Scientific evidence
Testimonial evidence or endorsement
Tone
Words
Format
Consumer-generated
messages
Selecting Advertising
Media
The
Evaluating Advertising
Effectiveness
Return
on advertising investment
Public Relations
Building
Public Relations
Press
Public Relations
Major
News
Speeches
Special events
Written materials
Audiovisual materials
Corporate identity
Public service activities