Marketing Communications

CHAPTER 7

Advertising

CHAPTER OBJECTIVES

This chapter will help you to:

z Distinguish the various stages in advertising campaign development

z Learn about the information that is needed about the target groups of an advertising

campaign

z Understand the various objectives of an advertising campaign and the characteristics

of a good set of objectives

z Understand the importance of creativity in advertising

z Evaluate the effectiveness of various execution strategies for rational appeals

z Understand the effectiveness of emotional execution strategies such as humour,

eroticism and warmth

CHAPTER OUTLINE

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