Chapter_15_MKT_3301 - 1 Chapter 15 Advertising &...

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1 Advertising : makes widespread distribution possible--by reaching many potential customers simultaneously. efforts should support marketing objectives. Planning for mass selling involves strategy decisions about: what is to be said to the target customers, how target customers are to be reached , who is the target audience , what kind of advertising is to be used. Advertising campaigns can appeal to very specific groups of people through careful selection of words, images, and symbols. The total spending on advertising is big, and growing. As a country’s economy develops, advertising expenditures increase. Advertising only accounts for a small percentage of what people pay for goods and services. Regarding mass selling and other elements of promotion , less money is spent on advertising than on personal selling Advertising objectives should be specific and determine the kinds of advertising needed . relate to the overall marketing strategy and to the promotion jobs assigned to advertising. The marketing manager sets the overall direction for the advertising campaign, and it may incorporate one or more of the following types of objectives: Position brands : Advertising can communicate product benefits to position the brand. Introduce new products : make target markets aware of new products and their benefits. Obtain outlets : tells customers where they can buy the product and may encourage merchants to carry it. Provide ongoing contact : “virtual salesperson,” reminding customers about the product and keeping in touch with them. Prepare the way for salespeople : “prime the pump” in advance of a sales call. Get immediate action: announce time-dated deals, discounts, or other availability requiring immediate customer action. Maintain relationships : maintain relationships with satisfied customers and confirm their original purchase decision. Advertising objectives determine the kinds of advertising needed.: 1. Institutional advertising : tries to promote the organization’s image, reputation, or ideas. supports overall objective of developing goodwill, improving organization’s relations with various groups. Ie: The National Cheese Association's ad theme "We are making better cheese for you." When a firm's president appears in TV testimonial ads to assure customers, employees and stockholders that the firm is making a fast recovery from some problem 2. Product advertising tries to sell a product and can be targeted to channel members or final consumers. Product ads are designed to get consumers to know, like and remember an organization’s products or services. A. Pioneering advertising: develops primary demand for a product category rather than a specific brand. (MI). ie: A group in California is sponsoring TV ads aimed at getting Americans to eat more garlic. The ads don't mention any brand names.; Boomerang, Inc. has created a really new product and the firm's marketing manager is worried that consumers may not buy the
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This note was uploaded on 03/29/2012 for the course BUSINESS S 4302 taught by Professor None during the Spring '11 term at University of Houston - Downtown.

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Chapter_15_MKT_3301 - 1 Chapter 15 Advertising &...

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