Download Ch 18 Advertising and public relations -Advertising

Ch 18 Advertising and public relations
-Advertising- paid nonpersonal communication about an organization and its products
transmitted to a target audience through mass media
a) most used ways of advertsing in order are : TV, Mail, Newspaper
● 2 main types of advertising: institutional advertising and product advertising
● 1)Institutional advertising- advertising that promotes organizational images,
ideas, and political issues
a. Advocacy advertising- advertising that promotes a company’s position on a
public issue (ex: Phillip Morris company has run TV advertisements encouraging
parents to talk to their kids about not smoking)
●
2)Product advertising- advertising that promotes the uses, features, and
benefits of products
● Pioneer/primary advertising- advertising that tries to stimulate demand for a
product category rather than a specific brand by informing potential buyers about
the product (used in introductory stage of product life cycle)
a. Ex: “got milk” campaign stimulates demand for milk, not a brand
●
Competitive advertising- tries to stimulate demand for a specific brand by
promoting its features, uses, and advantages relative to competing brands(type of
product advertising)
●
Comparative advertising- compares the sponsored brand with one or more
identified brands on the basis of one or more product characteristics
a. Ex: Advil PM advertised that their product and said it more effective than their
competitors product which is Tylenol PM
b. Type of competitive advertising
●
Reminder advertising- advertising used to remind consumers about an
established brand’s uses, characteristics, and benefits
a. Type of competitive advertising
●
Reinforcement advertising- advertising that assures users they chose the right
brand and tells them how to get the most satisfaction from it
a. Ex: used by some insurance companies like allstate and statefarm
b. Type of competitive advertising
-advertising schedules
● Continuous- runs steadily through the year (frequently used products)
● Flighting- runs in spurts, heavy at certain parts of year (seasonal products)
● Pulsing- a combination of both, runs steadily but sometimes has burst of
advertising
a. ex: bud light advertises year round but advertises extra hard during the super bowl