Chapter 16: Advertising, Sales Promotion, and Public Relations
* Advertising: Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
Types of Advertisements: �As you look through any magazine, watch television, listen to radio, or browse the Internet, the variety of advertisements you see or hear may give you the impression that they have few similarities.
* Product Advertisements: Focused on selling a good or service, product advertisements take three forms: 1) pioneering (or informational), 2) competitive (or persuasive), and 3) reminder. Used in the introductory stage of the product life cycle, pioneering advertisements tell people what the product is, what it can do, and where it can be found. Main objective is to inform the target market. Advertising that promotes a specific brand�s features and benefits is competitive. Main objective is to persuade the target market to select this brand over the competition. Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser�s brand. Reminder advertising is used to reinforce previous knowledge of a product.
* Institutional Advertisements: The objective of institutional advertisements is to build goodwill or an image for an organization rather than promote a specific good, or service. To build trust in a brand name.
1. Advocacy. Advertisements state the position of a company on an issue. It could be a company stating its position on smoking, or can be used when organizations make a request to a particular action or behavior, such as a request for blood donations.
2. Pioneering Institutional. Advertisements, like the pioneering ad, are used for announcements about what a company is, what it can do, or where it is located.
3. Competitive Institutional. Advertisements promote the advantages of one product class over another and are used in markets where different product...