advertisingandpublicrelations(英文版)(編輯修改稿)
2025-03-20 20:29 本頁面
【文章內(nèi)容簡介】 rn Executing the Message Mood or Image Musical Demon stration Scientific Real/ Animated Product Symbols Fantasy Lifestyle SliceofLife Humorous Common Executional Styles Spokesperson/ Testimonial 3 15 169。2023 SouthWestern Video and Class Activity 16 169。2023 SouthWestern Media Types Newspapers Magazines Radio Television Outdoor Inter Alternative Media Major Types of Advertising Media 4 17 169。2023 SouthWestern Advertising Spending for 1999 M a g a z i n eY e l l o w P a g e sI n t e r n e tR a d i oT e l e v i si o nO u t d o o rN e w sp a p e r4 18 169。2023 SouthWestern Cooperative Advertising An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. 4 19 169。2023 SouthWestern Newspapers 4 Advantages ? Yearround readership ? Geographic selectivity ? Immediacy ? High individual market coverage ? Short lead time Disadvantages ? Limited demographic selectivity ? Little color ? May be expensive ? Low passalong rate ? Clutter ? Mass market medium 20 169。2023 SouthWestern Magazines 4 ? Good reproduction ? Demographic selectivity ? Regional/local selectivity ? Long advertising life ? High passalong rate Advantages ? Higher cost per contact ? Longterm advertiser mitments ? Slow audience buildup ? Limited demonstration capabilities ? Lack of urgency ? Long lead time Disadvantages 21 169。2023 SouthWestern Radio 4 Advantages ? Selectivity and audience segmentation ? Immediate and portable ? Geographic flexibility ? E
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