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Unformatted text preview: Chapter 16 Advertising any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor Product advertisements advertisements that focus on selling a good or service; forms include pioneering (informational), competitive (persuasive), and reminder o Pioneering tell people what a product is o Competitive persuade the market to select their product or service versus another o Comparative advertising - shows one brands strengths versus another o Reminder used to reinforce previous knowledge Institutional advertising advertising designed to build goodwill or an image for an organization, rather than promote a specific good or service o Advocacy ad stating a companys position on an issue i.e. discourage teenagers from smoking o Pioneer inform consumers of happenings in a company o Competitive use an ad to differentiate product classes i.e. got milk? o Reminder bring the companys name to the attention i.e. reminders for Army Identifying the target audience i.e. Hummer targeted rugged individualists with income over $200,000 by advertising in magazines such as Wired, Spin, Business Week, Skiing Advertising budget Super Bowl Message appeal informational and persuasion elements...
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