LECTURE 11.3 ADVERTISING

LECTURE 11.3 ADVERTISING - LECTURE 12 & 13: ADVERTISING...

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Advertising – any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Function of Advertising o Inform consumer o Persuade consumer Nature of Advertising o Pervasive – spread out across, reaching a variety of people o Intrusive – interrupts your life Types of advertisements o Informative – offers useful information about a product o Puffery Overly exaggerate the product Sometimes not true Testimonial ads – method in which one or more testimonials from satisfied customers are used Ex. weight loss commercials Institutional ads – promoting an institution rather than a product Emotional ads Ex. PSA, animal abuse, cancer patients Comparative ads – form of advertising in which a particular product specifically mentions a competitor by name for the purpose of showing that the competitor’s product is inferior Ex. paper towel ads – “better than the leading brand”
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LECTURE 11.3 ADVERTISING - LECTURE 12 & 13: ADVERTISING...

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