Essentials of Marketing, 8th edition

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Chapter 15 Advertising and Sales Promotion
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Chapter 15 Objectives
When you finish this chapter, you should

• 1. Understand why a marketing manager sets
  specific objectives to guide the advertising
  effort.
• 2. Understand when the various kinds of
  advertising are needed.
• 3. Understand how to choose the best medium.
• 4. Understand the main ways that advertising on
  the Internet differs from advertising in other
  media.
• 5. Understand how to plan the "best" messagethat
  is, the copy thrust.

• 6. Understand what advertising agencies doand
  how they are paid.
• 7. Understand how to advertise legally.
• 8. Understand the importance and nature of
  sales promotion.
• 9. Know the advantages and limitations of
  different types of sales promotion.
• 10. Understand the important new terms.

15-2
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Strategy Planning for Advertising
Exhibit 15-1
15-3
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Setting Advertising Objectives
15-4
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Kinds of Advertising
15-5
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Choosing Media
15-6
7
Advertising on the Internet
15-7
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Planning the Message
15-8
9
Measuring Advertising Effectiveness
15-9
10
Issues in Managing Sales Promotion
15-10
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Possible Effects of Sales Promotion
Exhibit 15-5A
15-11
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Possible Effects of Sales Promotion
Unit Sales
Period of promotion
Sales temporarily increase and then return to
regular level
Time
Exhibit 15-5B
15-12
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Possible Effects of Sales Promotion
Unit Sales
Period of promotion
Sales increase and then remain at higher level
Time
Exhibit 15-5C
15-13
14
Key Terms
Institutional Advertising Product Advertising
Pioneering Competitive Direct
Type Indirect Type Comparative Reminder Adver
tising Allowances Cooperative Advertising Copy
Thrust Advertising Agencies Corrective
Advertising
15-14