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Promoting a product or service through press releases or events is a public relations
tactic to increase public awareness of a brand.
Setting an advertising budget based on the percentage-of-sales approach sounds simple,
but it is full of problems.
How, and why, does anxiety work to sell things? Compile a list of goods that are likely
to be promoted using ads that attempt to change behavior by inducing anxiety,
including both generalized anxiety as well as social anxiety. Then make a list of
services that might be promoted using anxiety tactics.
A credit card company sponsors a campaign to restore the Statue of Liberty, and
features the initial concept as well as the progress being made in its television
commercials. The company is running cause-related advertising.
Privacy continues to be a hot topic in the world of direct marketing, and today many
consumers are uneasy about the ways in which their personal information is being
gathered and used.
The three primary areas of advertising regulation are obscenity and profanity,
deception, and unsolicited or direct marketing.
The FTC's regulations on deception have no authority over omissions or missing
information about a product, but only cover those false statements or misleading claims
actually made by the advertiser.
Computerization and modeling allow for the assessment of a wide range of possibilities
before making costly media decisions, but they will never be a substitute for solid
planning and judgment.
