Chapter 14

Chapter 14 - Chapter 14 Advertising _ DEFINING ADVERTISING...

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Chapter 14 Advertising Advertising __________________________________________________________________ DEFINING ADVERTISING DEFINING ADVERTISING Simply defined, advertising is any form of nonpersonal presentation and promotion of ideas, goods, and services usually paid for by an identified sponsor . . nonpersonal means it is directed toward a large group of anonymous people. . being paid for differentiates advertising from publicity, which is not usually purchased . sponsor identification is frequently the main purpose of advertising (otherwise, why advertise?) Functions of Advertising Advertising fulfills several basic functions in society: . advertising serves a marketing function (helps companies sell products or services) . advertising is educational (people learn about new or improved products or services) . advertising plays an economic role (encourages new competition and lower prices) . by reaching a mass audience, advertising reduces the cost of personal selling and distribution . it performs a social function (helps increase productivity and raises the standard of living) Types of Advertising Advertising can be classified in several ways: . Classifications by target audience , or the specific audience for whom a product or service has an appeal. Many target audiences can be defined, but the most general are consumer and business. . consumer advertising targets the people who buy goods and services for personal use . business-to-business advertising is aimed at people who buy products for business use IM14-1
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. Classification by geographic focus , such as international, national, or local (retail) audiences . Classification by purpose , such as selling a specific product or service as opposed to trying to improve a company's image or influence public opinion. . Classification by primary versus selective demand . primary demand advertising promotes a product category (orange juice; beef; milk) rather than a specific brand . selective demand advertising promotes a particular brand of product or service (not just any orange juice, for example, but Tropicana) . Classification by direct versus indirect action advertising . direct action advertising promotes direct, short-term action from consumers (call now, use the coupon this week etc.) . indirect action advertising promotes long-term brand recognition and consumer awareness Advertising is part of the overall marketing process. Broadly defined, marketing consists of the development, pricing, distribution, and promotion of ideas, goods and services. Advertising is only part of the general promotion process. A BRIEF HISTORY OF ADVERTISING Advertising’s beginnings are hard to pinpoint, but several examples date back thousands of years. More recently, Gutenberg’s printing press allowed the creation of several new advertising media: posters, handbills, and newspaper ads. Most early newspaper ads looked like today’s classified ads. With the advent of mass production in the 1800s came the parallel needs for mass consumption
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This note was uploaded on 04/09/2008 for the course JRN 1101 taught by Professor Colaco during the Fall '07 term at Troy.

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Chapter 14 - Chapter 14 Advertising _ DEFINING ADVERTISING...

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