Outcome # 1 // advertising objectives Flashcards
advertising
paid form of communication
- from identifiable source
- delivered trough a communication channel
- Designed consu. to take action now or in the future
Distinctions promotion and avertising
It is not free
- Ad must carried trough some medium (TV, radio, print, internet, t-shirts, sidewalk)
- source mssg must be known
- Ad is persuavie
Perceptions
Selective process
Ads campaign objectives
- to inform, persuade , remind customers
2. ad is for a particular or is more broader ( institutions)
Informative advertising
Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.
Persuasive advertising
Communication is used to motivate consumers to take action.
Early maturity stages of the PLC
Competition is more intense
Remind advertising
Communication is used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.
Product focus advertising
Used to inform, persuade, or remind consumers about a specific product or service.
Institutional advertising
Used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.
Product placement
inclusion of a product in nontraditional situations, such as in a scene in a movie or TV program.
Public service announcements
Advertising that focuses on public welfare and generally is sponsored by non-profit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.
Social Marketing
the application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment.
