推销活动和公共关系.pptxVIP

Chapter 19;Objectives;Major Decisions in Advertising; Informative Advertising Build Primary Demand ;;Advertising Budget Factors;Profiles of Major Media Types;Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences ;Classification ofAdvertising Timing Patterns;Simplified Rating Sheet for Ads;Advertising StrategyMessage Execution;Advertising Program Evaluation; ;Long-Term Promotional Allocation;Channels of Sales Promotions;Consumer Promoti