Pillsbury

The attvertising objectives lo convince biscuit users Ihey can buy a canned biscuit thai is as good as homemade— Pilisbury's 1C&9 Brand B'-scuits. The conten consists el emphasizing Uie follthving product characteristics: They look like, luve Hie same (extune as. and taste lika homemade biscuits. Support far the "good as homemade" pionme will be hwrfcJd- (1) 13&9 Bíand Biscuits are made trwn a special kind of Flour used to make homemade biscuits but never before used in making canned b&scuits, and (2) the use el traútinnal American biscuit recipes. The ¡one of the advertising will be a news announcement. tempEred by a warm, relletlive mood emanating Irom a look back at traditional ■ American baking q'jaüiy.

Every advertising medium has specific advantages and disadvantages. Here, we review television. radio, and print advertising media.

MANAGING MASS COMMUNICATIONS: AEWERSThSING, SALES PROMOTIONS. EVENTS, AN&PUBUC RELATIONS

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