Transcription of Chapter 8 Summary - McKissock Learning
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Chapter 8 Summary - McKissock Learning
1 Chapter 8 Summary Advertising california real estate Practice Institutional advertising attempts to establish a positive image of the company, its services and its reputation in the minds of the public - aims at increasing sales by informing the public of the company's capabilities. Product advertising is directed toward the particular properties a company has for sale - one firm's ads are in direct competition with the ads of other firms. Ads must: Capture the reader's attention - this step is critical. You can't deliver your message to the reader until you've grabbed his or her attention. Arouse interest in your product - pique the reader's curiosity about what you are offering Create a desire for the product - your ad should inspire the readers' confidence in your firm and your product.
California Real Estate Practice Institutional advertising attempts to establish a positive image of the company, its services and its reputation in the minds of the public - aims at increasing sales by informing the public of the company's capabilities.
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