Goals of Advertising Flashcards

1
Q

Advertising definition

A

Non-personal, paid form of spreading awareness of your G&S to your target market

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2
Q

5 goals of brand advertising

A
  1. Brand awareness
  2. Brand trial
  3. Brand preference
  4. Brand reminder
  5. Brand repositioning
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3
Q
  1. 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
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4
Q
  1. 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
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5
Q
  1. 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”)
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6
Q
  1. 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
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7
Q
  1. 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
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