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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill
Advertising and sales promotion

Video Concept Case - Goodyear Aquatred

Watch the video for each concept case. Given the following terms, fill in the blanks for Questions 1 - 2.

comparative advertisingproduct advertisingindirect advertising
copy thrustpioneering advertisinginstitutional advertising



1

Video 15-1 (542.0K) Initially, the Goodyear name was well know so they didn’t use , and tires were common so they didn’t use . Instead, the was to communicate knowledge of the product through .
2

Video 15-2 (991.0K) This advertisement points out the wet tire traction is only available from Goodyear, without mentioning the names of any competitors. This could be an example of rather than .




McGraw-Hill/Irwin




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