CHAPTER SEVENTEEN

ADVERTISING

The nature of Advertising

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Product vs Institutional advertising

Advertising planning and development process

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Communication goals for advertising

SPECIFIC ADVERTISING OBJECTIVES

ADVERTISING OBJECTIVES

Advertising objectives and the product life cycle

Advertising objectives and the product life cycle

Advertising objectives and the product life cycle

Advertising objectives and the product life cycle

Creative strategy

The Appeal

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How to say it Execution of the appeal

Producing an Effective Advertisement for print, broadcast or electronic media

Media selection

Media selection

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WHICH MEDIA?

Commonly used media include

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What is scheduling?

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Electronic interactive media

Electronic interactive media

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Direct marketing with data bases

Measuring the effectiveness of advertising

Ethical issues in advertising

Ethical issues in advertising

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