Chap 16 - SG - Institutional Advertising - promotes an...

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Chap 16 – Study Guide Product Advertising - tries to sell a product Pioneering Advertising - tries to develop a primary demand for a product category rather than demand for a specific brand Usually done in the early stages of production life cycle It informs potential customers about a new product Competitive advertising - tries to develop selective demand for a specific brand Firm forced into competitive advertising as the product life cycle moves along Direct type - aims for immediate buying action Indirect type - points out product advantages to affect future buying decisions Reminder advertising - tries to keep the products name before the public May be good to use when brand has reached brand preference or insistence in the market maturity or sales decline stage
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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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