Chapter 16

Chapter 16 - Chapter 16 • Advertising – any paid form...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon

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

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

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 brand’s 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 company’s 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 company’s 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...
View Full Document

This note was uploaded on 04/14/2010 for the course AEM 2400 at Cornell.

Page1 / 3

Chapter 16 - Chapter 16 • Advertising – any paid form...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online