Notes 2-27-08 - Notes 2-27-08 Chapter 15 Major Types of...

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Notes 2-27-08 Chapter 15 Major Types of Advertising Institutional Advertising: enhances a company’s image rather than promotes a particular product. Two types: Corporate identity Advocacy advertising- when they put out ads regarding certain issues in the marketplace. Product Advertising: Touts the benefits of a specific good or service. Pioneering: Stimulates primary demand for new product or category. Used in the PLC introductory stage. Competitive: Influences demand for brand in the growth phase of PLC. Often uses emotional appeal. Comparative: Compares two or more competing brands’ product attributes. Plays to taste preferences. Used if growth is sluggish, or if competition is strong. Typically, the market leader does not do comparative advertising because they do not gain anything by comparing themselves to others; this is not true when there are two leaders with close market share: Pepsi v Coke, GM & Ford, etc. Often, although not necessarily, used in a mature stage of the PLC.
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Notes 2-27-08 - Notes 2-27-08 Chapter 15 Major Types of...

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