CHAPTER 19 - Chapter 19: Advertising, Sales, Promotion, and...

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Chapter 19: Advertising, Sales, Promotion, and Public Relations Types of Advertisements: Advertising : any paid form of nonpersonal communication about an organization, a good, a service, or an idea by an identified sponsor. o Product Advertisements : Take 3 forms: pioneering (or informational) o tell people what a product is, what it can do, and where it can be found. o Informational ads competitive (or persuasive) o objective is to persuade the target market to select the firm’s brand rather than that of a competitor. o Comparative advertising, which shows one brand’s strength relative to those competitors. reminder o reinforces previous knowledge of a product. o For products in the mature stage and assures current users they made the right choice. o Institutional Advertisements : To build goodwill or an image for the organization rather than promote a specific good or service. Four alternative forms of institutional advertisements are often used: Advocacy advertisements state the position of a company on an issue. o Red Cross blood donations o Chevron encourages consumers to use less energy Pioneering institutional advertisements are used for announcements about what a company is, what it can do, or where it is located. Competitive institutional advertisements promote the advantages of one product over another and are used in markets where different product classes compete for the same buyers. o “Got Milk?” campaigns Reminder institutional advertisements bring the company’s name to the attention of the target market again. o Army Branch of the US military – remind potential recruits. Developing the Advertising Program: Identifying the Target Audience o Understanding the lifestyles, attitudes, and demographics of the prospective consumers is essential. o Placement and schedules of ads depends on the audiences too. “Can you afford a Porsche?” – used mobile phone ads to reach its target market – young, tech-savvy, connected men. Specifying Advertising Objectives o Guidelines for setting promotion objectives in chapter 18 also apply to setting advertising objectives. o Helps to select media and evaluate campaigns.
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Ex: advertising with an objective of awareness would be better matched with a magazine than a directory such as the Yellow Pages. Setting the Advertising Budget o Super bowl commercials have increased in cost because of the increased amount of viewers and the audience is split between men and women. o Advertising costs a lot and require a formal budgeting process. Designing the Advertisement o Message Content: Most advertising messages are made up of both informational and persuasion elements – sometimes hard to tell them apart. Common advertising appeals:
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This note was uploaded on 10/04/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Spring '08 term at Virginia Tech.

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CHAPTER 19 - Chapter 19: Advertising, Sales, Promotion, and...

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