Unformatted text preview: get market, (2) set advertising objectives, (3) set the advertising budget, (4)
depict their product or service, (5) evaluate and select the media, (6) create the ad, and (7) assess
the impact of the ad. Id e n t if y t h r e e o b je c t iv e s o f a d v e r t is in g .
All advertising campaigns are designed to either inform, persuade, or remind customers. Informative
advertising is a communication used to create and build brand awareness. Persuasive advertising is
a communication used to motivate consumers to take action. F inally, reminder advertising is a
communication used to remind or prompt repurchases. De scr ib e th e d iffe r e n t ways th at ad v e r tise r s ap p e al to co n su me r s.
Advertising appeals are either informational or emotional. Informational appeals influence purchase
decisions with factual information and strong arguments built around relevant key benefits that
encourage consumers to evaluate the brand favorably. Emotional appeals indicate how the product
satisfies emotional desires rather than utilitarian needs. Id e n tify th e v ar io u s typ e s o f me d ia.
F irms can use mass media channels like newspapers or television to reach large numbers of
anonymous audience members. Niche media, such as cable television and specialty magazines, are
generally used to reach narrower segments with unique demographic characteristics or interests.
When choosing the media, firms must match their objectives to the media. Also, certain media are
better at reaching a particular target audience than others. connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 1/2 9/15/13 M cGr aw- Hill Connect - Ebook Id e n t if y a g e n c ie s t h a t r e g u la t e a d v e r t is in g .
Advertising is regulated by a plethora of federal and state agencies. T he most important federal
agencies are the F T C, which protects consumers against general deceptive advertising; the F CC,
which has jurisdiction over radio, television, wire, satellite, and cable and covers issues regarding the
use of tobacco products and objectionable langu...
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08