Chapter 19 | Advertising, Sales Promotion, & Public Relations Flashcards
Types of Advertising
Institutional Advertising vs Product Advertising
3 types of Product Advertising
- Pioneering (informational)
- Competitive (persuasive or comparative)
- Reminder (reinforcement)
Institutional Advertisements (name the 4)
- Advocacy (for political & public policy lobbying)
- Pioneering Institutional
- Competitive Institutional
- Reminder Institutional
Developing the Advertising Program (name the 3 points)
-Identifying the target audience
-specifying the advertising objectives
-setting the advertising budget
Designing the Advertisement: (name 2 points)
-Message Content (Informational Element & Persuasive Element)
-Types of Appeals (Fear, Sex, Humorous Appeals)
Relationship Marketing: Digital Marketing
used to make customer connections
Relationship Marketing: Digital Media
internet sites, emails, text messaging, search engines
Relationship Marketing:
Digital Media Tools
banner ads, pop-up ads, & skip ads
Relationship Marketing:
Latest Trends -
(a) Rise of Mobile
GPS (localized personalization), Push notifications, mobile display ads
Relationship Marketing:
Latest Trends -
(b) Social Media Marketing
social networking sites, on-line brand communities, media sharing sites
Is this ad Pioneering, Competitive, or Reminder –
AD: Visa Black Card
Pioneering
Is this ad Pioneering, Competitive, or Reminder –
AD: Escalade Cadillac
Competitive (it used the element of comparison)
Is this ad Pioneering, Competitive, or Reminder –
AD: Dial Soap
Reminder - “aren’t you glad you use dial soap? Don’t you wish everyone did?”
Is this ad Pioneering, Competitive, or Reminder –
AD: Chevron & Amway
Pioneering - “I will use less energy.”
Is this ad Pioneering, Competitive, or Reminder –
AD: Got milk?
Competitive - “Swift Pick”
