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Unformatted text preview: or the arrival of new
merchandise, as in the advertisement on the right, designed to inform consumers that Macy's has
new merchandise available. connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 2/9 9/15/13 M cGr aw- Hill Connect - Ebook Persuasive Advertising
When a product has gained a certain level of brand awareness, firms use p e r su asiv e ad v e r tisin g ,
which is a communication used to motivate consumers to take action. Persuasive advertising
generally occurs in the growth and early maturity stages of the product life cycle, when competition is
most intense, and attempts to accelerate the market's acceptance of the product. In later stages of
the product life cycle, persuasive advertising may be used to reposition an established brand by
persuading consumers to change their existing perceptions of the advertised product. F irms, like
Cover Girl in the ad below, often use persuasive advertising to convince consumers to take action—
switch brands,13 try a new product, or even continue to buy the advertised product. This ad informs the reader of L.L. Bean's new Signature line and helps b uild b rand awarenes s . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 3/9 9/15/13 M cGr aw- Hill Connect - Ebook Cover Girl's pers uas ive ads attempt to motivate c ons umers to tak e ac tion: try the produc t, s witc h b rands , or
c ontinue to b uy the produc t.
p. 540 Reminder Advertising
F inally, r e min d e r ad v e r tisin g is a communication used to remind or prompt repurchases, especially
for products that have gained market acceptance and are in the maturity stage of their life cycle.
Such advertising certainly appears in traditional media, such as television or print commercials, but it
also encompasses other forms of advertising. F or example, if you decide to buy toilet paper, do you
carefully consider all the options, comparing their sizes, prices, and performance, or do you just grab
the first thing you see on the shelf? When your grocery store places a display of Charmin Ultra Soft
on the end of the...
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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