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Advertising
Chapter 15
© 2009, The McGraw-Hill Companies, Inc. All rights reserved.
CHAPTER OUTLINE
• Defining Advertising
• A Brief History of Advertising • Advertising in the Digital Age
• Organization of the Consumer Advertising Industry
• Producing Advertising • Economics
• Business-to-Business Advertising 2
DEFINING ADVERTISING
• Simple definition of advertising
– Nonpersonal presentation/promotion of ideas, goods, or services
– Paid for by identified sponsor
• This definition has become blurry
– Many practitioners believe differentiating advertising from other forms of marketing is no longer useful
3
Functions of Advertising
• Marketing • Education • Economic
– Reduces cost of personal selling and distribution
• Social
4
Types of Advertising
• Advertising can be classified in several ways
– Target audience (consumer or business)
– Geographic focus (international, national, or local/retail)
– Purpose (sell a specific product/service or improve company’s image/influence public opinion)
– Primary or selective demand – Direct or indirect action
5
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