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Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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Institutional Advertising
enhances a companys image rather than promotes a certain product
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Product Advertising
Touts the benefits of a specific good or service
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Pioneering Advertising
- -for of advertising that stimulates primary demand for new product or category.
- -used in the PLC introductory stage
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Competitive Advertising
- -form of advertising that influences demand for brand in the growth phase of the PLC
- -often uses emotional appeal
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Comparative Advertising
- -form of advertising that compares 2 or more competing brands' products attributes
- -used if growth is sluggish, or if competition is strong
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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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Creative Decisions in Advertising (4)
- 1)Determine the advertising objectives
- 2)Make creative decisions
- 3)Make media decisions
- 4)Evaluate the campaign
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Unique Selling Proposition
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
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Executing the Message
Ex: musical, scientific, slice of life, lifestyle, spokesperson, fantasy, funny, mood or image, demonstration
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Major Advertising Media (7)
- 1)Newspapers
- 2)Magazines
- 3)Radio
- 4)TV
- 5)Outdoor Media
- 6)Yellow Pages
- 7)Internet
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Public Relations
Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
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