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Product Advertisements (3)
3 forms:
1. Pioneering (informational)
2. Competitive (persuasive)- includes comparative advertising which shows one brand's strength rather than that of competitors
3. Reminder- reinforce previous knowledge of a product. includes reinforcement which is used to assure customers they made the right choice
Institutional Advertisements
Objective: to build goodwill or an image for an organization rather than promote a specific good or service
Institutional Advertisements (4)
1. Advocacy (states position on issues like protecting the planet. Also includes when an organization makes a request. Ex. red cross for blood donations)
2. Pioneering institutional (what the company is, what it can do, where it is located)
3. Competitive institutional advertisements (promote the advantages of one product class over another. Ex. got milk? promotes milk over other beverages)
4. Reminder Institutional Advertisements (bring the company's name to the attention of the target market again)
Developing the Advertising program
Identifying the target audience
specifying advertising objectives
setting the advertising budget
Designing the advertisement
Selecting the right media
Different media alternatives
Scheduling the advertising
Specifying Advertising Objectives
Advertising with a focus on awareness would be better matched with a magazine than a directory like yellow pages.
important to know consumers and match them with the type of advertising (humor, facts, etc.)
Designing the advertisement: Message Content
Message content: most ads have informational and persuasive elements. Common advertising appeals include: fear, sex, and humor
Fear: must be are that the appeal is strong enough to get audience's attention and concern but not so strong that it will lead them to tune out the message
Sex: does not always lead to changes in recall, recognition, or purchase intent. Is most effective when there is a strong fit between the use of sex appeal and the image/positioning of the brand
Humorous: imply that the product is more fun than competitors. humor wears out quickly, losing interest of consumers. gets lost in translation.
Designing the Advertisement: Creating the actual message
spokesperson (problem: changing image)
translating the copywriter's ideas into an actual advertisement
actors are expensive
high cost of campaigns
Where to place its advertisements. Alternatives are the Advertising media: the means by which the message is communicated to the target audience.
Selecting the right media: Choosing a medium and a vehicle within that medium
usually a mix of media form and vehicles maximize exposure and minimize costs
Basic Medium/Media terms
reach: the number of different people or households exposed to an advertisement
rating: the percentage of households in a market that are tuned to a particular tv show or radio station
ads try to get most reach at lowest cost
frequency: the average number of times a person in the target audience is exposed to a message or advertisement
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