Management Quiz 91.pdf - 346 Award 1.00 point List and briefly describe the four forms of institutional advertising Institutional advertisements are

Management Quiz 91.pdf - 346 Award 1.00 point List and...

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346. Award: 1.00 point 347. Award: 1.00 point List and briefly describe the four forms of institutional advertising. Institutional advertisements are designed to build goodwill or an image for an organization rather than promote a specific product or service. There are four alternative forms of institutional advertising.: (1) Advocacy ads simply state the position of a company on an issue. (2) Pioneering institutional ads are used for new announcements about what a company is, what it can do, or where it is located. (3) Competitive institutional advertisements promote the advantages of one product class over another and are used in markets where different product classes compete for the same buyers. (4) Reminder institutional ads simply bring the company's name to the attention of the target market again. References Short Answer Learning Objective: 18-01 Explain the differences between product advertising and institutional advertising and the variations within each type. What are the steps to develop an advertising program? The steps are: (1) identify the target audience; (2) specify the advertising objectives; (3) set the advertising budget; (4) design the advertisement; (5) select the right media; and (6) schedule the advertising. References Short Answer Learning Objective: 18-02 Describe the steps used to develop, execute, and evaluate an advertising program.
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348. Award: 1.00 point 349. Award: 1.00 point Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.
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  • Spring '17
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