Table of Contents
Ch - 17 Advertising and Public Relations.
Advertising Response Function
America’s Top 10 Advertisers
Major Types of Advertising
Pioneering Product Advertising.
Competitive Product Advertising.
Comparative Product Advertising.
Ad. Campaign Decision Process
Campaign Objectives.
Creative Decisions.
Common Advertising Appeals
Exec. Styles for Advertising
Evaluating and Selecting Media.
Cost, Reach and Frequency
Media - Newspapers.
Media - Magazines.
Media - Radio.
Media - T.V.
Media - Outdoor.
Media - Direct Marketing.
Media - Alternative.
Media Scheduling.
Methods to Evauate Ad Campaigns
The Tools of Public Relations
Ch. 18 - Sales Promotions and Personal Selling.
Types of Con. & Sales Prom. Goals
Tools for Con. Sales Promotion
Tools for Trade Sales Promotion
Advantages of Personal Selling
Advertising Vs. Personal Selling
Selling Tasks.
Steps in the Selling Process
Functions of Sales Management
Objectives.
Structure.
Sales force size.
Recruiting.
Training.
Compensation.
Motivation.
Evaluation.
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