Содержание
- 2. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Learning Objectives To describe the nature and
- 3. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Outline The Nature and Types of Advertising
- 4. Copyright © Houghton Mifflin Company. All rights reserved. The Nature and Types of Advertising Advertising Paid
- 5. Copyright © Houghton Mifflin Company. All rights reserved. The Nature and Types of Advertising
- 6. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign Advertising Campaign The creation
- 7. Copyright © Houghton Mifflin Company. All rights reserved. General Steps in Developing and Implementing an Advertising
- 8. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Identifying and Analyzing
- 9. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Defining the Advertising
- 10. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Creating the Advertising
- 11. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Determining the Advertising
- 12. Copyright © Houghton Mifflin Company. All rights reserved.
- 13. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Developing the Media
- 14. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Developing the Media
- 15. Copyright © Houghton Mifflin Company. All rights reserved.
- 16. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Creating the Advertising
- 17. Copyright © Houghton Mifflin Company. All rights reserved. Geographic Divisions for Time Regional Issues FIGURE 18.2
- 18. Copyright © Houghton Mifflin Company. All rights reserved.
- 19. Copyright © Houghton Mifflin Company. All rights reserved.
- 20. Copyright © Houghton Mifflin Company. All rights reserved.
- 21. Copyright © Houghton Mifflin Company. All rights reserved.
- 22. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Creating the Advertising
- 23. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Creating the Advertising
- 24. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Creating the Advertising
- 25. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Executing the Campaign
- 26. Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign (cont’d) Evaluating Advertising Effectiveness
- 27. Copyright © Houghton Mifflin Company. All rights reserved. Who Develops the Advertising Campaign?
- 28. Copyright © Houghton Mifflin Company. All rights reserved. Who Develops the Advertising Campaign? (cont’d) Individuals Persons
- 29. Copyright © Houghton Mifflin Company. All rights reserved. Public Relations Public Relations Communications efforts used to
- 30. Copyright © Houghton Mifflin Company. All rights reserved. Public Relations (cont’d) Publicity: a news story type
- 31. Copyright © Houghton Mifflin Company. All rights reserved.
- 32. Copyright © Houghton Mifflin Company. All rights reserved. Public Relations (cont’d) Publicity (cont’d) Advantages Credibility •
- 33. Copyright © Houghton Mifflin Company. All rights reserved. Public Relations (cont’d) Evaluating Public Relations Effectiveness Environmental
- 34. Copyright © Houghton Mifflin Company. All rights reserved. Public Relations (cont’d) Dealing with Unfavorable Public Relations
- 35. Copyright © Houghton Mifflin Company. All rights reserved. After reviewing this chapter you should: Be aware
- 36. Chapter 18 Supplemental Slides Copyright © Houghton Mifflin Company. All rights reserved.* 18–
- 37. Copyright © Houghton Mifflin Company. All rights reserved. Key Terms and Concepts The following slides (a
- 38. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Advertising Paid nonpersonal communication about an
- 39. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Advertising Platform Basic issues or selling
- 40. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Copy The verbal portion of advertisements
- 41. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Layout The physical arrangement of an
- 42. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms News Release A short piece of
- 43. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Environmental Monitoring Identifies changes in public
- 44. Copyright © Houghton Mifflin Company. All rights reserved. Transparency Figure 18F Percent of Individuals Willing to
- 45. Copyright © Houghton Mifflin Company. All rights reserved. Transparency Figure 18H Illustration Techniques for Advertisements Product
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