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ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS. C HAPTER 19. DEVELOPING THE ADVERTISING PROGRAM. Identifying the Target Audience Specifying Advertising Objectives Setting the Advertising Budget Designing the Advertisement Message Content Creating the Actual Message

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ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

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  1. ADVERTISING, SALES PROMOTION, ANDPUBLIC RELATIONS CHAPTER 19

  2. DEVELOPING THE ADVERTISING PROGRAM • Identifying the Target Audience • Specifying Advertising Objectives • Setting the Advertising Budget • Designing the Advertisement • Message Content • Creating the Actual Message • Selecting the Right Media • Choosing a Medium and a Vehicle within That Medium

  3. U.S. advertising expenditures, by category (data in millions of dollars)

  4. The Language of the Media Buy

  5. Advantages and Disadvantages

  6. SALES PROMOTION • Consumer-Oriented Sales Promotion • Coupons • Rebates / Deals • Premiums • Contests / Sweepstakes • Samples • Point-of-Purchase Displays • Product Placement

  7. Sales promotion alternatives

  8. SALES PROMOTION • Trade-Oriented Sales Promotions • Allowances and Discounts • Cooperative Advertising • Training of Distributor’s Salesforces

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