Marketing chap 19

Marketing chap 19 - Advertising nonpersonal communication...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Advertising : nonpersonal communication that is paid for by an identified sponsor using mass media to persuade or inform an audience. Types of Advertisements 1. Product-advertisements: majority of advertising, message focuses on promoting a specific product or service 2. Institutional advertisement: building good will or image of the organization Product Advertising 1. Informational (pioneering) -> introduces the product to the consumer: tells us what is the product, what it is used for, and where it is available 2. Persuasive (competitive) -> occurs as the competition intensifies, promotes specific features and benefits of the product over the competition a. Specific type: comparative ad where the brand compares its brand with one or more additional brands, often mentioning them by name 3. Reminder: maintaining the customer relationship and reinforcing product knowledge Institutional Advertising : promoting the company as a whole not about specific product/service Informational Persuasive
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/09/2012 for the course MKTG 311 taught by Professor Carpenter during the Spring '12 term at Old Dominion.

Page1 / 2

Marketing chap 19 - Advertising nonpersonal communication...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online