Ch 16 Advertising, Publicity, and Sales Promotion Flashcards
tries to sell a product
Product advertising
promotes an organization’s image, reputation, or ideas rather than a specific product
Institutional advertising
tries to develop selective demand for a specific brand
Influences demand for brand in the growth phase of the PLC
Often uses Emotional appeal
Competitive advertising
aims for immediate buying action
direct type
points out product advantages to affect future buying decision
indirect type
means making specific brand comparisons- using actual product names
Compares two or more competing brands’ product attributes
Used if Growth is sluggish, or if competition is strong
Comparative advertising
tries to keep the product’s name before the public
Reminder advertising
price reductions to firms further along the channel to encourage them to advertise or otherwise promote the firm’s products locally.
Advertising allowances
involves producers sharing in the cost of ads with wholesalers or retailers
An arrangement in which the manufacturer and the retailer Split the cost of advertising the manufacturer’s brand
Cooperative advertising
whats the words and illustrations should communicate
copy thrust
are specialist in planning and handling mass-selling details for advertisers
Advertising agencies
ads to correct deceptive advertising
Corrective advertising
Stimulates Primary demand for new product or category
Used in the PLC introductory stage
Pioneering
A series of related advertisements focusing on a Common theme, slogan, and set of advertising appeals
AdvertisingCampaign
The element in the promotional mix that:
Evaluates public attitudes
Identifies issues of public concern
Executes programs to gain public acceptance
Public Relations
