Advertising
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| What is Advertising? | a paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium | |
| 3 Characteristics of Advertising | 1) paid 2) non-personal 3) uses a mass medium | |
| 7 Uses of Advertising | 1)promote products & organizations 2)stimulate primary demand and selective demand 3)offset competitors' advertising 4)help salespeople 5)increase uses of a product 6)remind and reinforce 7)reduce sales fluctuation | |
| What is Pioneer Advertising | focuses on stimulating demand for a product category (rather than a specific brand)--companies use this type of advertising when introducing a new product (in situations where they don't have competition) | |
| What is the difference between Primary Demand and Selective Demand? | Primary demand involves customers' desires for a type of product. Selective demand involves customers' desires for a particular brand. | |
| What type of advertising is used to stimulate primary demand? | pioneer advertising | |
| What types of advertising are used to stimulate selective demand? | competitive advertising and comparative advertising | |
| What is Competitive Advertising? | Advertising that focuses on the features, advantages, and benefits available with a particular brand. (It focuses on what competitors don't have.) | |
| What is Comparative Advertising? | Advertising that compares two brands of the product. | |
| How can we offset competitors' advertising? | Use defensive advertising. (Example: Made-in-USA products in retail stores) | |
| In what way does advertising help salespeople? | Advertising helps them to identify prospects. | |
| What is an example of advertising to increase uses of a product? | Baking soda--can be used for baking, cleaning, and deodorizing purposes. | |
| What is Reminder Advertising? | Reminder advertising helps customers know that products still exist. | |
| What is Reinforcement Advertising? | Reinforcement advertising lets people know that they made the right decision in buying the product. | |
| Give an example of using advertising to reduce sales fluctuations. | Pizza--because pizza is ordered more on the weekends, pizza places advertise to convince people to order it during the week. | |
| 8 Steps of the Advertising Process | 1)identify & analyze target audience 2)define advertising objectives 3)create advertising platform 4)determine advertising appropriation 5)develop media plan 6)create advertising messages 7)execute the campaign 8)evaluate advertising effectiveness | |
| 3 Characteristics of Good Advertising Objectives | 1)clear 2)precise 3)measurable | |
| What is the Advertising Platform? | The major issues or selling points to be addressed in the ad campaign. | |
| 4 Approaches to Advertising Appropriation | 1)objective-and-task 2)percent-of-sales 3)competition-matching 4)arbitrary | |
| Explain the Objective-and-Task Advertising Appropriation Approach | Marketers first determine the objectives of the campaign, then they identify the tasks that must be completed to achieve those objectives, then they estimate the costs of completing those tasks. | |
| Explain the Percent-of-Sales Advertising Appropriation Approach | Sets the advertising budget based on a percentage of past or predicted sales. | |
| Explain the Competition-Matching Advertising Appropriation Approach | Tries to match the advertising budgets of competitors. | |
| Explain the Arbitrary Advertising Appropriation Approach | An executive sets the budget. | |
| What is a media plan? | A plan that describes the media vehicles a company will use. (Which tv stations, radio stations, magazines, etc. the firm will use for advertising.) | |
| 2 Components of the Advertising Message | 1)copy 2)artwork | |
| 4 Components of Copy | 1)headline: most people only read this 2)subheadline: connects headline and body copy 3)body copy: features, advantages, benefits, call to action 4)signature | |
| 4 Components of a Signature | 1)name 2)address 3)TM 4)logo | |
| 2 Components of Artwork | 1)illustration 2)layout | |
| What is the purpose of an illustration? | To communicate an idea quickly | |
| What is the layout? | It is the physical arrangement of the copy and illustration. |
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