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7 Cards in this Set

  • Front
  • Back
Advertising
Any paid form of non-personal presentation
Objectives
Informing, persuading, reminding
Steps
1. Deciding on exposure
2. Choose media type
3. Select specific media vehicles
4. decide on media timing
Appeal themes
rational, emotional, moral
Execution
slice of life, fanstasy, technical expertise, scientific evidence, testimonial
Copy testing
test the effectiveness of an ad
Criteria to evaluate ad
Effects on sales
memorability
effects on attitude
inquiries
internet advertising tracking