ADM2320X summer 2008-ch 17

ADM2320X summer 2008-ch 17 - Advertising, Sales Promotion...

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1 Advertising, Sales Promotion and Public Relations Chapter 17
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2 Definition of Advertising Any paid form of non-personal communication about an organization, good, service or idea by an identified sponsor. Four elements of advertising: paid message sponsor is identified non-personal verbal/visual message; and message is about a product/organization
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3 Advertising is classified by: Target audience consumer business What is advertised product/service organization/company Objective sought generate primary or selective demand
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4 Advertising to a target audience Consumer advertising targets consumers Business-to-business advertising targets business
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5 What is Advertised: product advertisements Product advertisements Pioneering or informational: Used in introductory stage of PLC; tells what the product is, what it can do and where it can be found Competitive (persuasive): Used to promote a specific brand’s features & benefits; to persuade target market to select the product over the competition (comparative ads) Reminder: Used to reinforce previous knowledge of a product that is well-known and in mature stage of their PLC; used to reinforce product choice & reduce post-purchase anxiety
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6 What is Advertised: institutional advertisements Institutional advertisements: Builds goodwill or an image for an organization, rather than to promote a specific good or service; Builds confidence in a trade name Supports public relations plan or counter adverse publicity 4 forms of institutional advertisements: Advocacy (encourages social responsible action) Pioneering (informs public on company actions) Competitive (promotes one product class over another) Reminder (reminds public of a company’s name)
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7 What is Advertised Product advertising (aimed at a specific product or brand) Direct-response ads (e.g.1-800) seeks quick response Delayed-response ads (e.g. television ads) generates long-term demand informs/reminds consumer of product benefits
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8 What is Advertised Institutional or corporate advertising builds goodwill toward organization not intended to generate sales Customer service advertising ad describes level of personal service Public service advertising (anti-drug) to improve quality of life responsible member of society
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9 What is sought Primary demand advertising generates demand for generic category of product (eggs) pioneering advertising used in introductory stage gives attributes/benefits of new product (not brand) informs (not persuades)
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10 What is sought Selective demand advertising (competitive) generates demand for a brand of product target audience is aware of product & of competing brands “truthful” comparative advertising used to point out differences between brands (Coke v. Pepsi)
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11 Cooperative Advertising 2 or more firms share advertising costs
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This note was uploaded on 12/08/2009 for the course TEFLER ADM1300 taught by Professor Koppel during the Fall '09 term at University of Ottawa.

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ADM2320X summer 2008-ch 17 - Advertising, Sales Promotion...

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