Chapter 8: Overview of

Advertising Management

Advertising Functions

A. Informing

B. Persuading

C. Reminding

D. Adding Value

E. Assisting Other Company Efforts

Top US Advertisers

Advertising Functions

A. Informing

Advertising Functions

B. Persuading

Advertising Functions

C. Reminding

Advertising Functions

E. Assisting Other

Company Efforts

Advertising Functions

D. Adding Value

Advertising Strategy

A. Objective Setting (Note Hierarchy of Effects)1. Sales vs. Communication (Presales)

Objectives

B. Budgeting1. SOV vs. SOM2. Considerations

a. Objectivesb. Competitorsc. Availability of Funds

3. Methods

C. Message Strategy (Ch. 9, 10)

D. Assessing Message Effectiveness (Ch. 11)

E. Media Strategy (Ch. 12, 13, 14, 15)

F. Strategy Implementation and Control*

Chapter Eight Discussion Questions: 1, 6, 9

New Balance

http://adage.com/tvspots/

30-Second TV Spot Costs