Advertising Flashcards
institutional advertising
promotes organizational images, ideas, and political issues. May be used to create a more favorable image of the organization
advocacy advertising
a type of institutional advertising that promotes a company’s position on a public issue
product advertising
promotes the uses, features and benefits of products
pioneer advertising
focuses on stimulating demand for a product category by informing potential buyers about the product
Ex: Interest in carbonated
competitive advertising
Attempts to stimulate demand for a specific brand by indicating a brand’s features, uses advantages relative to competing brands
comparative advertising
compares the sponsor brand with other brands on the basis of one or more product characteristics. Marketers must be careful not to misrepresent the characteristics of competing brands
reminder advertising
reminds customers that an established brand is still around and still offers certain characteristics and benefits
reinforcement advertising
assures current users that they have made the right choice and shows how to get the most satisfaction from the brand
Identifying product benefits
“sell the sizzle, not the steak”
Sell products benefits, not its attributes
advertising appeal
reason for a person to buy a product
unique selling proposition
desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
advertising campaign
designing a series of advertisements and placing them in various media to reach a certain audience
cost per contact
the cost of reaching one member of the target market
reach
the number of target consumers exposed to a commercial at least once during a time period
frequency
the number of times an individual is exposed to a message during a time period
