Marketing Lecture 11.docx - Marketing Lecture 11 Production...

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Marketing Lecture 11 Production Advertising- any form of impersonal, paid communication in which the sponsor company is identified Charts show growth on how big the advertising world is Advertising helps build brands ex. Google, Apple, Scotiabank, Tim Horton’s Incremental value of spending money on advertising in order to increase sales The effects of advertising on consumers Informs consumers about products and services Influences attitudes and beliefs Transform a negative to a positive Reinforce Major Types of Advertising Institutional- just want to talk about the brand or industry building the connection and finding the place in your heart. You do not see the price or tag at the end. Tries to connect you to a brand Ex. Nike- Dream Crazy We want you to carve a piece of your heart Advocacy- Iceland tv commercial aranga in my room Expressing views on a cause Pioneer- new product we need to teach people about it why you need it. How to spark interest. Example: Swiffer commercial how to clean ceiling fans with Swiffer dusters.
Competitive- it is not a comparison it is more about can we drive the name of the product to your brain. Try to carve a spot in your brain u know the red bull cartoon ex. Red bull zebra cartoon ad Building connection with the the brains of consumers Comparative- trying to compare the product to another brain. Going to explain the difference. When you have a strong competitor in the market place you have to show the difference Samsung Galaxy: Growing up Comparing Apple to Samsung Creative Decisions in Advertising

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