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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Advertising and Sales Promotion

Chapter Objectives

When you finish this chapter, you should:

Understand why a marketing manager sets specific objectives to guide the advertising effort.

Understand when the various kinds of advertising are needed.

Understand how to choose the "best" medium.

Understand how to plan the "best" message — that is, the copy thrust.

Understand what advertising agencies do, and how they are paid.

Understand how to advertise legally.

Understand the importance and nature of sales promotion.

Know the advantages and limitations of different types of sales promotion.

Understand some of the ways the Internet can be used in advertising and sales promotion.

Understand the important new terms (shown in the margins).

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