Goals of Advertising Flashcards
1
Q
Advertising definition
A
Non-personal, paid form of spreading awareness of your G&S to your target market
2
Q
5 goals of brand advertising
A
- Brand awareness
- Brand trial
- Brand preference
- Brand reminder
- Brand repositioning
3
Q
- Brand Awareness
A
- For new G&S
- Consumers become aware of brands of they see or hear an ad for it
- The consumer has to know about the G&S before they can make a decision to buy it
- Ads that focus on awareness often begin with “introducing” or “presenting”
- Ex. Slapchop
4
Q
- Brand Trial
A
- Any ad with a coupon/sample attached to it
- If a consumer tries and likes the G&S, they’ll probably purchase it
- Effective but expensive;
- Ex: perfume strips in magazines
- Ex: McD’s coupons in the mail
5
Q
- Brand Preference
A
- These ads convince consumers that their G&S has a greater value
- Such ads often use statements such as “most popular” or “number one” or “recommended”
- Often use endorsements by celebrities
- Ex: Oral B and Colgate (“used by dentists everywhere”)
6
Q
- Brand Reminder
A
- These ads are used when older brands face new competition
- Such ads often mention the traditional aspects of the brand, the consumer may try a new product but will always come back to the original
- Such brands focus on nostalgia and reliability
- Ex: Coca-cola Classic
7
Q
- Brand Repositioning
A
- The marketers of some G&S look for new target markets
- Ex: Vegas - from gambeling to entertainment (shows, restaurants, chopping, clubs, etc)
- Old Spice - Old men cologne to body wash, deodorant, etc. for younger men