Marketing Ch. 15

Front 1

advertising

Back 1

is a paid, mass attempt to persuade; Not only products and services – political, ideas (military), or organization (Dean Witter, Phillip Morris)

Front 2

advertising objectives

Back 2

should be specific. They should be related to the overall marketing strategy and to the promotion jobs assigned to advertising

Front 3

AO: position brands

Back 3

Advertising can communicate product benefits to position the brand relative to others in the mind of the consumer

Front 4

AO: introduce new products

Back 4

Advertising can make target markets aware of new products and their benefits. Marketing managers can specify the percentage of the market that should be aware of the product after a certain period of time

Front 5

AO: obtain outlets

Back 5

Advertising tells customers where they can buy the product and may help encourage merchants to carry it

Front 6

AO: provide ongoing contact

Back 6

Advertising can be a “virtual salesperson,” reminding customers about the product and keeping in touch with them

Front 7

AO: prepare the way for the salespeople

Back 7

Advertising may serve to “prime the pump” in advance of a sales call. Salespeople can then reference the ad in their presentations

Front 8

AO: get immediate action

Back 8

Advertising can be a good way to announce time-dated deals, discounts, or other availability requiring immediate customer action

Front 9

AO: maintain relationships

Back 9

Advertising can help maintain relationships with satisfied customers and confirm their original purchase decision

Front 10

institutional advertising

Back 10

tries to promote the organization’s image, reputation, or ideas; It supports the overall objective of developing goodwill or improving an organization’s relations with various important groups

Front 11

product advertising

Back 11

tries to sell a product and can be targeted to channel members or final consumers; designed to get consumers to know, like and remember an organization’s products or services

Front 12

PA: pioneering advertising

Back 12

tries to develop primary demand for a product category rather than demand for a specific product (early stages in product life cycle)

Front 13

PA: competitive advertising

Back 13

tries to develop selective demand for a specific product or brand. Competitive ads become more important as competition increases and as a product moves into maturity; can be direct (aims for immediate buying action), indirect (points out advantages for future decisions) or comparative (head to head w/ competitive products)

Front 14

PA: reminder advertising

Back 14

tries to keep the product’s name before the public. It is useful for supporting successful products well into the market maturity and sales decline stages of the product life cycle

Front 15

choosing best advertising medium

Back 15

depends on the organization's promotion objectives, the characteristics of the target market, the funds available for advertising, and the nature of the media (who is reached, with what frequency/impact, and at what cost)

Front 16

copy thrust

Back 16

what the words and illustrations should communicate, should be designed to achieve promotion objectives

Front 17

measuring advertising effectiveness

Back 17

often very difficult to measure, It is important to remember that the different types of advertising do not always work toward the same goal. Also, advertising effectiveness needs to be considered in relation to its specific objective; A key element to effective measurement is to quantify and specify the objective of the ad