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Unformatted text preview: ase in advertising may just drive women, who actually buy
the product, to choose Grape Nuts for the men in their lives.12
connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 1/9 9/15/13 M cGr aw- Hill Connect - Ebook In an attempt to s ell Grapenuts c ereal to men, Pos t has developed W eb is odes lik e “The Guy's Manual.” Generally, in advertising to consumers, the objective is a p u ll str ate g y in which the goal is to get
consumers to pull the product into the supply chain by demanding it. Pu sh str ate g ie s also exist and
are designed to increase demand by focusing on wholesalers, retailers, or salespeople. T hese
campaigns attempt to motivate the seller to highlight the product, rather than the products of
competitors, and thereby push the product to consumers. In this chapter, we will focus on pull
strategies. Push strategies are examined in Chapters 15, 16, and 19.
All advertising campaigns aim to achieve certain objectives: to inform, persuade, and remind
customers. Another way of looking at advertising objectives is to examine an ad's focus. Is the ad
designed to stimulate demand for a particular product or service, or more broadly for the institution in
general? Also, ads can be used to stimulate demand for a product category or an entire industry, or
for a specific brand, firm, or item. F irst we look at the broad overall objectives of inform, persuade,
and remind. T hen we examine advertising objectives based on the focus of the ad: product versus
p. 539 Informative Advertising
Identify three objectives of
advertising. In fo r mativ e ad v e r tisin g is a communication used to create and build brand awareness, with the
ultimate goal of moving the consumer through the buying cycle to a purchase. Such advertising helps
determine some important early stages of a product's life cycle (see Chapter 11), particularly when
consumers have little information about the specific product or type of product. Retailers often use
informative advertising to tell their customers about an upcoming sales event...
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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