Marketing 17

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

enhances a companys image rather than promotes a certain product

Touts the benefits of a specific good or service

• -for of advertising that stimulates primary demand for new product or category.
• -used in the PLC introductory stage

• -form of advertising that influences demand for brand in the growth phase of the PLC
• -often uses emotional appeal

• -form of advertising that compares 2 or more competing brands' products attributes
• -used if growth is sluggish, or if competition is strong

a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

• 1)Determine the advertising objectives
• 2)Make creative decisions
• 3)Make media decisions
• 4)Evaluate the campaign

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

Ex: musical, scientific, slice of life, lifestyle, spokesperson, fantasy, funny, mood or image, demonstration

• 1)Newspapers
• 2)Magazines
• 3)Radio
• 4)TV
• 5)Outdoor Media
• 6)Yellow Pages
• 7)Internet

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