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8 Cards in this Set
- Front
- Back
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Advertising Campaign
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series of multiple messages focused on a central theme or concept, presented in a variety of media.
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Commercial Advertising
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sponsored messages directed toward the profit-making sector.
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Copy Platform
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(aka- Creative Strategy)- outcome of the promotion plan explaining consumer insight and summarizing the basic strategy decisions.
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Creativity
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Quality manifested in individuals that enables them to generate lever or imaginative approaches to new solutions to problems.
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Institutional Advertising-
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sponsored messages geared toward building the reputation of the firm, enhancing civic sponsorship and community involvement, and developing long-term relationships between customers and the firm.
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Regional Advertising
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Sponsored messages distributed within a limited geographic region.
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Selling Points
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features and characteristics of the merchandise that make it desirable.
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Creative Strategy
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(aka Copy Platform) outcome of the promotion plan explaining consumer insight and summarizing the basic strategy decisions.
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