ch 15 Advertising and PR

ch 15 Advertising and PR - AdvertisingandPR Chap r 1 te 5

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Advertising and PR Chapter 15
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Advertising Decision Process
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Objectives Informative advertising is used when introducing a new product category ; the objective is to build primary demand Comparative advertising directly or indirectly compares the brand with one or more other brands Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to help maintain customer relationships and
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Advertising Decision Process
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Budget Large Budget: build awareness gain trial. Large Budget: Break through clutter and try to differentiate from competition. Small budget
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Advertising Decision Process
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Advertising Strategy: Messaging Creating Message: Purpose of Advertising is get consumers to think about or react to products/services in a certain way. Meaningful : benefits/interests Believable : “real” Distinctive : it is better than other brands
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Advertising Strategy: Messaging 10 Rules of Advertising
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ch 15 Advertising and PR - AdvertisingandPR Chap r 1 te 5

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