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8 Cards in this Set

  • Front
  • Back
4 types of institutional advertising
1- advocacy
2- pioneering
3- competitive
4- reminder
2 types of advertising
1- product
2- institutional
whats the purpose of institutional advertising?
to build goodwill or an image for an organization
3 types of product advertising
1- pioneering
2- competitive - also uses comparitive adver
3- reminder - also uses reinforcement adver
any paid form of nonpersonal communication about an organization, a good, a service or an idea by an identified sponsor
3 steps to effectively manage a new poduct advertisement
1- develop
2- execute
3- evaluate
3 types of appeals used in conjunction w/ informational & persuasive content
whats an effective some companies use to advertise their products and what is a potential shortcoming of this
they use celebrities in their ads
the celebrity image may be tarnished and therefore be inconsistent w/ the image