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Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on as you develop the marketing plan throughout the course. You may need to conduct research in order to obtain necessary information. Instructions: Using the Market...
Key Terms
advertising paid communication messages that identify a brand or organization and are intended to reach a large number of recipients aided recall a type of advertising posttest that uses cues to assist a sample audience in recalling brands and products in a...
In the Spotlight
Figure 15.1 Hilton Hotel utilizes a personal selling process with its HGV product. (credit: modification of work “Hilton Hotel @ Riverwalk Shopping Mall” by Thank You (22.5 Millions+) views/flickr, CC BY 2.0) Chapter Outline 15.1 Personal Selling...
References
1. Leo Burnett (website), accessed July 7, 2022, https://leoburnett.com/. 2. Leo Burnett. 3. Andrew Long, “‘Fancy a McDonald’s?’ Serves Up Life’s Simple Pleasures: A Q&A with Andrew Long, Creative Director, Leo Burnett London,” Leo Burn...
Closing Company Case
Peloton If you have ever taken a class at your local gym, you know the excitement of the camaraderie and competition that takes place when you are in a class of like-minded individuals all sharing the same goal and passion for performance. Former Barnes & N...
What Do Marketers Do?
Send a message to your college or university marketing department asking for a time to talk to the marketing manager about their job for your class. These positions vary greatly based on how many functions they outsource. Use the following questions as a guide...
Building Your Personal Brand
The act of building a personal brand requires a commitment that comes with having a well-developed and clear path. One of the many tools that a person can use to set and review their progress is the GOOD framework from Quantum Workplace. This framework can be ...
Critical Thinking Exercises
1. Explain the key metrics used to measure the success of an advertising campaign. 2. List the advantages and disadvantages of public relations. 3. Provide examples of ethical issues related to advertising and include ways to av...
Applied Marketing Knowledge: Discussion Questions
1. List the objectives of advertising. 2. Explain the five approaches to creating a marketing budget. 3. List the tools used for public relations and explain how each of these are used. 4. List the tools used for pu...
Chapter Summary
In this chapter, we discuss the importance of advertising and public relations in the promotional mix. Major decisions that need to be made in order to successfully build a strong advertising campaign include establishing objectives, creating an advertising bu...
Closing Company Case
Little Debbie Part of your childhood nostalgia may include the Little Debbie Oatmeal Creme Pie, Nutty Buddy, or Swiss Roll. These much-loved products are from the family bakery known as McKee Foods. The company was founded in 1934 by O. D. and Ruth McKee. T...
14.6 Ethical Concerns in Advertising and Public Relations
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Illustrate ethical issues with respect to advertising. 2 Illustrate ethical issues with respect to public relations. Ethical Issues Related to Advertising Marketers must be kee...
14.5 The Advantages and Disadvantages of Public Relations
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the advantages of public relations. 2 Discuss the disadvantages of public relations. Advantages of Public Relations From a business perspective, the greatest advantage ...
14.4 Public Relations and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define public relations and discuss its role in the promotion mix. 2 List and describe the tools of public relations. Public Relations Defined With today’s ever-changing media ...
14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the key performance indicators (KPIs) for measuring the effectiveness of an advertising campaign. 2 Describe how each KPI is measured. Key Metrics in Measuring Success The...
14.2 Major Decisions in Developing an Advertising Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps involved in developing an advertising plan. 2 Describe the details involved in each step of advertising development. 3 Discuss methods for assessing and evaluating the ...
14.1 Advertising in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define advertising and provide examples. 2 Discuss the importance of advertising in the promotion mix. Advertising and its Importance in the Promotion Mix Marketers utilize a v...
In the Spotlight
Figure 14.1 Advertising is a form of promotion and can be presented in many channels; one example is the billboards in Times Square in New York City. (credit: modification of work “Times Square, NYC” by MK Feeney/flickr, CC BY 2.0) Chapter Outline ...
References
1. “The Peloton Story,” Peloton, accessed June 30, 2022, https://www.onepeloton.com/company. 2. Jordan Valinsky, “Peloton Sales Surge 172% as Pandemic Bolsters Home Fitness Industry,” CNN Business, Cable News Network, September 11, 2020, https:/...
15.1 Personal Selling and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define personal selling. 2 Discuss the role of personal selling in the promotion mix. Personal Selling Defined Personal selling is the one-on-one interaction between a company ...