1. Chapter 8: Overview of Advertising Management

2. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company Efforts Top US Advertisers

3. Advertising Functions A. Informing

4. Advertising Functions B. Persuading

5. Advertising Functions C. Reminding

6. Advertising Functions E. Assisting Other Company Efforts

7. Advertising Functions D. Adding Value

8. Advertising Strategy A. Objective Setting (Note Hierarchy of Effects) 1. Sales vs. Communication (Presales) Objectives B. Budgeting 1. SOV vs. SOM 2. Considerations a. Objectives b. Competitors c. Availability of Funds 3. Methods C. Message Strategy (Ch. 9, 10) D. Assessing Message Effectiveness (Ch. 11) E. Media Strategy (Ch. 12, 13, 14, 15) F. Strategy Implementation and Control* Chapter Eight Discussion Questions: 1, 6, 9 New Balance http://adage.com/ tvspots/ 30-Second TV Spot Costs