MKT 3343 Ch 19 In Process

MKT 3343 Ch 19 In - MKT 3343 Chapter 19 Advertising Sales Promotion and Public Relations What is advertising Advertising is any paid form of

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MKT 3343 – Chapter 19 – Advertising, Sales Promotion and Public Relations What is advertising? Advertising is any paid form of non-personal communication about an organization, a good, a service, or an idea by an identified sponsor. What is the difference between a products advertisement and an institutional advertisement? Essentially, product advertisements are primarily focused on selling a good or service. The objective of institutional advertisements is to build goodwill or an image for an organization rather than promote a specific good or service. What are the three major types of products advertisements? Differentiate each of them by stating the purpose of each. Pioneering Ad: tell people what a product is, what it can do, and where it can be found. Competitive Ad: usually shows one brand’s strengths relative to those of competitors. Reminder Ad: this ad is used to assure current users that they made the right choice. Relative to the stages of the product life cycle, what types of product advertisements would be used at each stage of the PLC? Pretty simple concept, Evan. Pioneering ad’s would be used in the introductory stage, competitive ads would be used in the growth stage, and reminder ads would be used during the maturity stage. What is the difference between a comparative advertisement and a competitive advertisement? Comparative ad’s would show one brand’s strengths relative to those of competitors. Competitive ad’s are designed for the sole purpose of promoting a specific brand’s features and benefits. What are the major forms of institutional advertisements?
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This note was uploaded on 04/28/2008 for the course MKT 3343 taught by Professor Murdock during the Spring '08 term at Texas State.

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MKT 3343 Ch 19 In - MKT 3343 Chapter 19 Advertising Sales Promotion and Public Relations What is advertising Advertising is any paid form of

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