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6 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Product Advertising |
Promotes the benefits of a specific good/service. |
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Pioneering Advertising |
stimulates primary demand for a new product or category, used in the introductory stage of the PLC, usually gives information about the specific benefits of the product. |
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Competitive Advertising |
Comparative Advertising |
influences demand for a specific brand, used in the growth stage of PLC, shows differences between brands and creates favourable attiutude. |
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Comparative Advertising |
compares two or more competing brands directly/indirectly on specific attributes, used when growth is slow or when competition is high. |
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Advertising Campaign |
a series of related advertisements focusing on a common theme, slogan and set of advertising appeals. |
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Advertising Objective |
identifies the specific communications tasks that a campaign should accomplish for a specified target audience during a specific period of time, this usually depends on the company's overall objective and the product that is being sold. |
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