Chapter19 - CHAPTER 19 TYPES OF ADVERTISEMENTS Advertising:...

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CHAPTER 19 TYPES OF ADVERTISEMENTS Advertising : any paid form of non-personal communication about an organization, a good, a service or an idea by an identified sponsor Product advertisements: focused on selling a good or service. They are 1) Pioneering (or informational) 2) Competitive (or persuasive) 3) Reminder Institutional advertisements: build goodwill or an image for an organization rather than promote a specific good/service 1) Advocacy—state the position of a company on an issue 2) Pioneering institutional—announcements of what the company is, what it can do, where it is located 3) Competitive institutional 4) Reminder institutional DEVELOP THE ADVERTISING PROGRAM Identifying the Target Audience o Understanding the lifestyles, attitudes, and demographics of the target market is essential Specifying Advertising Objectives Setting the Advertising Budget Designing the Advertisement o Message Content: - Fear appeals suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior or a reduction in the use of a product - Sex appeals suggest to the audience that the product will increase
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This note was uploaded on 02/14/2011 for the course AEM 2400 at Cornell University (Engineering School).

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Chapter19 - CHAPTER 19 TYPES OF ADVERTISEMENTS Advertising:...

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