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12 Cards in this Set
- Front
- Back
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Purpose of advertising |
1. Position brands 2. Introduce new products 3. Obtain outlets (tell customers where to buy) 3. Provide ongoing contact (reminding) 4. Prepare the way for salespeople 5. Get immediate action (deals) 6. Maintain relationships 7. Build trusting relationships |
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Advertising objectives |
The more specific, the more guidance it provides. Based on where target customers are in the adoption process. Guide implementation of an advertising plan. May work for one stage of adoption process but not another.
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To generate awareness: pioneering ads and advertising jingles or slogans
Creating interest: image-based ads, celebrity endorsements, product demonstrations. |
Competitive ads: persuasive content, comparative ads, stimulate evaluation and trial
Motivate customers to make purchase decision: direct-response ads, point-of-purchase ads, price deal ads
Confirm decision: reminder ads, informative ads |
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Institutional advertising |
Tries to promote the organization's image, reputation, or ideas. Supports overall objective of developing goodwill or improving an organization's relations. |
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Product advertising |
Tries to sell a product and can be targeted to channel members or final consumers. Pioneering, competitive, reminder |
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Pioneering Advertising |
Tries to develop primary demand for a product category rather than demand for a specific product. Early stages of product life cycle. |
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Competitive advertising |
Tries to develop selective demand for a specific brand. 1. Direct type aimes for immediate buying action 2. Indirect type points out product advantages to affect future buying decisions 3. Specific brand comparisons using actual product names |
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Comparative advertising |
Goes head-to-head with competitive products by making specific brand comparisons. |
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Choosing an advertising medium depends on |
1. Organization's promotion objectives 2. Characteristics of the target market 3. Funds available 4. Nature of the media (Marketer must match the market with the media) |
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Sales promotion |
Activities other than advertising, publicity, and personal selling that are designed to stimulate interest, trial or purchase by final customers or others in the channel. Seeks immediate response.
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Copy thrust |
What the words and illustrations of an ad should communicate |
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Advertising agencies |
Specialists in planning and handling mass-selling details for advertisers. |
