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