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The Creative Side and Message Strategy

The Creative Side and Message Strategy

The Creative Side and Message Strategy. Lecture 13. Recap. Account Planning: What Is It? Planning for IMC Creative Brief. Chapter Outline. Chapter Key Points The Art and Science of Creative Advertising Creative Strategy Facets of Creative Strategy Planning and Managing Creative Strategy.

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753 views • 30 slides
Print and Out-of-Home Media

Print and Out-of-Home Media

Print and Out-of-Home Media. Lecture 19. Recap. Television Film and Video Product Placement Using Broadcast Advertising Effectively. Chapter Key Points The Media Industry Basic Media Concepts Print Media Newspapers. Magazines Packaging Out-of-Home Advertising Directory Advertising

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507 views • 30 slides
Introduction to Advertising

Introduction to Advertising

Introduction to Advertising. Part 1: Foundations Chapter 1. Chapter Outline. Chapter Key Points What is Advertising? Roles and Functions of Advertising The Key Players Types of Advertising What Makes an Ad Effective? The Evolution of Advertising The Current Advertising Scene.

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7.14k views • 25 slides
Special Advertising Situations

Special Advertising Situations

Special Advertising Situations. Part 5: Integration and Evaluation Chapter 18. Chapter Outline. Chapter Key Points Retail Advertising Business-to-Business Advertising Nonprofit or Social Marketing International Advertising and Marketing Communication. Key Points.

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1.03k views • 21 slides
Sales Promotion, Events, and Sponsorships

Sales Promotion, Events, and Sponsorships

Sales Promotion, Events, and Sponsorships. Part 5: Integration and Evaluation Chapter 16. Chapter Outline. Chapter Key Points The Practice of Sales Promotion Consumer Promotions Trade Promotions Promotions that Cross the Line Promotion Strategy. Key Points.

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341 views • 21 slides
The Consumer Audience

The Consumer Audience

The Consumer Audience. Part 2: Planning and Strategy Chapter 5. Chapter Outline. Chapter Key Points How Does Consumer Behavior Work? Cultural and Social Influences on Consumer Decisions Psychological Influences that Motivate Consumers Behavioral Influences on Consumer Decisions

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571 views • 20 slides
Copywriting

Copywriting

Copywriting. Lecture 23. Recap. The Internet Internet Advertising E-Mail Advertising Alternative and New Media. Chapter Outline. Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print How to Write Radio Copy How to Write Television Copy Writing for the Web

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556 views • 20 slides
Broadcast Media

Broadcast Media

Broadcast Media. Lecture 17. Chapter Outline. Chapter Key Points Broadcast Media Radio Television Film and Video Product Placement Using Broadcast Advertising Effectively. Key Points.

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582 views • 19 slides
Selecting Message Appeals and Picking Endorsers

Selecting Message Appeals and Picking Endorsers

Selecting Message Appeals and Picking Endorsers. Lecture 15. Recap. Facets of Creative Strategy Planning and Managing Creative Strategy. Chapter Key Points. Types of Endorsers Endorser Attributes Advertising Appeals. Types of Endorsers. Celebrity Endorser Typical-Person Endorser.

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369 views • 19 slides
Strategic Research (Continued)

Strategic Research (Continued)

Strategic Research (Continued). Lecture 10. Recap. Chapter Key Points Research: The Quest for Intelligence and Insight Consumer Research Consumer Research Process. Chapter Outline. Uses of Research Research Methods Used in Advertising Planning Choosing Research Methods.

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273 views • 17 slides
Copywriting (Continued)

Copywriting (Continued)

Copywriting (Continued). Lecture 24. Recap. Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print. How to Write Radio Copy. Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station

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471 views • 14 slides

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