Lecture Business marketing - Chapter 11: Communicating via advertising, trade shows, and PR
Lecture Business marketing - Chapter 11: Communicating via advertising, trade shows, and PR
Chapter 11: Communicating via advertising, trade shows, and PR. After reading this chapter, you should be able to: Set goals for advertising, develop advertising strategies to achieve those goals, compare and contrast the types of advertising commonly used, illustrate how subscription to a particular buying theory influences advertising strategy,...