marketing Final - Marketing Midterm I. Direct mail radio...

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Marketing Midterm I. Direct mail radio newsprint II. Specific kinds of advertising a. Institutional Advertising  - that focus’ on and promotes an organizations image  reputation or idea rather than a product. b. competitive advertising  – advertising that tries to develop selective demand for  a specific brand rather than a product category. A firm is forced into competitive  advertising as the PLC moves along. May be either direct or indirect. The direct  aims for immediate buying action. Indirect points out product advantages to affect  future buying.  Delta uses a lot of this.    c. Comparative advertising  – advertising that makes specific brand comparisons  using actual product names.  Can backfire because it might call attention to  competing products customers did not know existed.  Outlawed in most  countries, allowed recently in US because increases competition and provides  useful information, pioneering advertising d. Internet advertising  – seek a direct response.  Weakness is ad-blocking  software. Cookies allow us to see what the person has doen before ont eh  internet. e. Pioneering advertising  – advertising that tries to develop primary demand for a  product category rather than a demand for a specific brand. Done in early stages  of the PLC to try and attract early adopters. f.
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This note was uploaded on 09/08/2010 for the course BUS 130 at San Jose State University .

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marketing Final - Marketing Midterm I. Direct mail radio...

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