COMM 296 Lecture Notes - Lecture 26: Media Mix, Public Service Announcement
Document Summary
Ch. 18 distinctions between advertising and other forms of promotion. Legally, the source of the message must be known or knowable. P&g consumer: pull objectives can be broad overall objectives: to inform, persuade, and remind customers or examine an ad"s focus. Informative advertising is a communication used to create and build brand into store) awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. Reminder advertising is a communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage focus of advertisements. Product-focused advertisements inform, persuade, or remind consumers about a specific product or service. Institutional advertisements inform, persuade, or remind consumers about issues related to places, politics, or an industry by nonprofit institutions, civic groups, religious organizations, trade. Public service advertising (psa) focus on pubic welfare, generally they are sponsored associations, or. Determine the key message it wants to communicate to the target audience.
