Unformatted text preview: • Institutional Advertising - promotes an organization's image, reputation, or ideas rather than a specific product • Its main objective is to develop/increase goodwill or improve a firms relationship with various groups • Objectives Guide Implementation • Awareness • Interest • Evaluation and Trial • Decision • Confirmation • Best media selection • Effectiveness depends on how well the medium fits with: Promotion objectives What Target market you want to reach Funds available Nature of media, including whom they reach, with what frequency etc. • AIDA Model • Get Attention • Hold Interest • Arouse Desire • Obtain Action • Advertisement is all about persuasion...
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- Fall '08
- Advertising, production life cycle, Competitive Advertising, immediate buying action