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Advertising and Public RelationsAn Overview of Module

Lecture 32

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Introduction to Advertising

Lecture 1

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Chapter Outline

I. Chapter Key PointsII. What is Advertising?III. Roles and Functions of AdvertisingIV. The Key PlayersV. Types of AdvertisingVI. What Makes an Ad Effective?VII. The Evolution of AdvertisingVIII. The Current Advertising Scene

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Advertising’s Role in MarketingLecture 2

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Chapter Outline

I. What is Marketing?II. The Key Players and MarketsIII. The Marketing ProcessIV. How Agencies WorkV. International MarketingVI. The Dynamics of Modern Marketing

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Advertising Role in Society

Lecture 3-4

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Chapter Outline

I. Chapter Key PointsII. Advertising’s Social RoleIII. Review and Regulation of AdvertisingIV. Advertising EthicsV. Determining What is Ethical

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How Advertising Works

Lecture 5

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4-9

Chapter Outline

I. Chapter Key PointsII. How Advertising Works as CommunicationIII. The Effects Behind Advertising EffectivenessIV. PerceptionV. CognitionVI. The Affective or Emotional ResponseVII. AssociationVIII. PersuasionIX. Behavior

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How Advertising Works(Continued)

Lecture 6

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Chapter Outline

I. Chapter Key PointsII. How Advertising Works as CommunicationIII. The Effects Behind Advertising EffectivenessIV. PerceptionV. CognitionVI. The Affective or Emotional ResponseVII. AssociationVIII. PersuasionIX. Behavior

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The Consumer Audience

Lecture 7

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5-13

Chapter Outline

I. Chapter Key PointsII. How Does Consumer Behavior Work?III. Cultural and Social Influences on Consumer

DecisionsIV. Psychological Influences that Motivate ConsumersV. Behavioral Influences on Consumer DecisionsVI. The Consumer Decision ProcessVII. Segmenting and Targeting

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The Consumer Audience(Continued)

Lecture 8

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5-15

Chapter Outline

I. Chapter Key PointsII. How Does Consumer Behavior Work?III. Cultural and Social Influences on Consumer

DecisionsIV. Psychological Influences that Motivate ConsumersV. Behavioral Influences on Consumer DecisionsVI. The Consumer Decision ProcessVII. Segmenting and Targeting

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Strategic ResearchLecture 9

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Chapter Outline

I. Chapter Key PointsII. Research: The Quest for Intelligence and InsightIII. Consumer ResearchIV. Consumer Research ProcessV. Uses of ResearchVI. Research Methods Used in Advertising PlanningVII. Choosing Research Methods

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Strategic Research(Continued)

Lecture 9

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Chapter Outline

I. Uses of ResearchII. Research Methods Used in Advertising

PlanningIII. Choosing Research Methods

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Strategic PlanningLecture 11

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7-21

Chapter Outline

I. Chapter Key PointsII. Advertising StrategyIII. Basic Strategic Planning DecisionsIV. Account Planning: What Is It?V. Planning for IMC

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Strategic Planning(Continued)

Lecture 12

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7-23

Chapter Outline

I. Chapter Key PointsII. Advertising StrategyIII. Basic Strategic Planning DecisionsIV. Account Planning: What Is It?V. Planning for IMC

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The Creative Side and Message Strategy

Lecture 13

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12 – 25

Chapter Outline

I. Chapter Key PointsII. The Art and Science of Creative AdvertisingIII. Creative StrategyIV. Facets of Creative StrategyV. Planning and Managing Creative Strategy

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The Creative Side and Message Strategy

(Continued)

Lecture 14

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12 – 27

Chapter Outline

I. Chapter Key PointsII. The Art and Science of Creative AdvertisingIII. Creative StrategyIV. Facets of Creative StrategyV. Planning and Managing Creative Strategy

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Selecting Message Appeals and Picking Endorsers

Lecture 15-16

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Chapter Key Points

• Types of Endorsers• Endorser Attributes• Advertising Appeals

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Broadcast Media

Lecture 17

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Chapter Outline

I. Chapter Key PointsII. Broadcast MediaIII. RadioIV. TelevisionV. Film and VideoVI. Product PlacementVII. Using Broadcast Advertising Effectively

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Broadcast Media(Continued)

Lecture18

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Lecture OutlineI. TelevisionII. Film and VideoIII. Product PlacementIV. Using Broadcast Advertising Effectively

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Print and Out-of-Home Media

Lecture 19-20

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Chapter Outline

I. Chapter Key PointsII. The Media IndustryIII. Basic Media ConceptsIV. Print MediaV. Newspapers

VI. MagazinesVII. PackagingVIII. Out-of-Home AdvertisingIX. Directory AdvertisingX. Using Print Advertising

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Interactive and Alternative Media

Lecture 21-22

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Chapter Outline

I. Chapter Key PointsII. Interactive MediaIII. The InternetIV. Internet AdvertisingV. E-Mail AdvertisingVI. Alternative and New Media

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Copywriting

Lecture 23-24

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Chapter Outline

I. Chapter Key PointsII. Copywriting: The Language of AdvertisingIII. Copywriting for PrintIV. How to Write Radio CopyV. How to Write Television CopyVI. Writing for the WebVII. Copywriting in a Global Environment

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Design and Production

Lecture 25-26

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Chapter Outline

I. Chapter Key PointsII. Visual CommunicationIII. Print Art DirectionIV. Print ProductionV. Television Art DirectionVI. Broadcast ProductionVII. Effective Web Design

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Public Relations

Lecture 27-28

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17 - 43

Chapter Outline

I. Chapter Key PointsII. The Practice of Public RelationsIII. Public Relations PlanningIV. Public Relations ToolsV. Effectiveness and PR Excellence

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Event ManagementLecture 29

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Chapter Outline

• Chapter Key Points• Introduction to Event Management• Size of Events• Types of Events• The Event Team

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Concept and DesignLecture 30

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Chapter Outline

• Chapter Key Points• Concept Development• Analyzing the Concept• Designing the Event• Logistics of the Concept

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Event Marketing

Lecture 31

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Chapter Outline

• Event Marketing• Nature of Event Marketing• Process of Event Marketing• Protocols