Marketing chap 19 - Advertising nonpersonal communication...

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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 Reminder
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