MKT291Ch.16 - Chapter 16 Advertising o Product...

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Chapter 16 Advertising o Any paid form of nonpersonal communication about an organization, product, service, or idea by and identified sponsor Product Advertisements o Advertisements that focus on selling a product or service; forms include pioneering (informational), competitive (persuasive), and reminder Institutional Advertisements o Advertisements designed to build goodwill or an image for an organization, rather than promote a specific product or service Advocacy – state position of company on an issue Pioneering – announcements about what a company is/does/location Competitive – advantages of one product class over another Reminder – bring company name back to target market again Develop the Advertising Program o Identify the target audience o Specify advertising objectives o Set advertising budget o Design advertisement Message content Fear appeals, sex appeals, humor appeals Create actual message Copywriters o Select the right media Television Infomercials
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MKT291Ch.16 - Chapter 16 Advertising o Product...

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