involve studies such as controlled experiments (e.g., using
radio ads in one market and newspaper ads in another and
comparing the results) and consumer purchase tests
(measuring retail sales that result from a given advertising
campaign). The most sophisticated experimental methods
today allow a manufacturer, a distributor, or an advertising
agency to manipulate an advertising variable (such as
schedule or copy) through cable systems and observe
subsequent sales effects by monitoring data collected from
checkout scanners in supermarkets.
Three main types of PRODUCT ADVERTISEMENT:
Pioneering (or informal)
Competitive (or persuasive)
Reminder (or reinforcement)
(or informational)...tells people what the product is, what it
can do, and where it can be found.
(or persuasive). Comparative advertising is a form of
-The objective is to persuade the target market to select the
firm's brand rather than that of a competitor. An
increasingly common form of competitive advertising is
comparative advertising, which shows one brand's
strengths relative to those of competitors. Comparative ads
are effective, but you better be able to back up your claims.