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

Info icon This preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Advertising, Sales Promotion and Public Relations Chapter 17
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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
Image of page 2
3 Advertising is classified by: Target audience consumer business What is advertised product/service organization/company Objective sought generate primary or selective demand
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
4 Advertising to a target audience Consumer advertising targets consumers Business-to-business advertising targets business
Image of page 4
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
Image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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)
Image of page 6
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
Image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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
Image of page 8
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)
Image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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)
Image of page 10
11 Cooperative Advertising 2 or more firms share advertising costs
Image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern