Marketing 17

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Marketing 17
2012-05-01 15:20:08

Marketing 17
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  1. Advertising
    Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
  2. Institutional Advertising
    enhances a companys image rather than promotes a certain product
  3. Product Advertising
    Touts the benefits of a specific good or service
  4. Pioneering Advertising
    • -for of advertising that stimulates primary demand for new product or category.
    • -used in the PLC introductory stage
  5. Competitive Advertising
    • -form of advertising that influences demand for brand in the growth phase of the PLC
    • -often uses emotional appeal
  6. Comparative Advertising
    • -form of advertising that compares 2 or more competing brands' products attributes
    • -used if growth is sluggish, or if competition is strong
  7. Advertising Campaign
    a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
  8. Creative Decisions in Advertising (4)
    • 1)Determine the advertising objectives
    • 2)Make creative decisions
    • 3)Make media decisions
    • 4)Evaluate the campaign
  9. Unique Selling Proposition
    a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
  10. Executing the Message
    Ex: musical, scientific, slice of life, lifestyle, spokesperson, fantasy, funny, mood or image, demonstration
  11. Major Advertising Media (7)
    • 1)Newspapers
    • 2)Magazines
    • 3)Radio
    • 4)TV
    • 5)Outdoor Media
    • 6)Yellow Pages
    • 7)Internet
  12. 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