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Concordia University
MANA 298
Fred Mc Gregor

advertising is any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. i. types of advertisements a. product advertisements product advertisements focus on selling a good or service and take three forms:  pioneering (or informational) advertisements, which tell people what a product is, what it can do, and where it can be found.  competitive (or persuasive) advertisements, which promote a specific brand's features and benefits. a common form of competitive advertising is a comparative advertisement, which shows one brand's strengths relative to a competitor.  reminder advertisements, which reinforce previous knowledge of a product. one type is called reinforcement, which assures buyers they made the correct choice. B. institutional advertisements institutional advertisements are designed to build goodwill or image for an organization and take four forms:  advocacy advertisements state the position of a company on an issue.  pioneering institutional advertisements are used for a new announcement about what a company is, what it can do, or where it is located.  competitive institutional advertisements are used to promote the advantages of one product class over another and are used in markets in which there are different product classes competing for the same buyers.  reminder institutional advertisements, like the product form, simply bring the company's name to the attention of the target market again.  direct response advertising: motivates customers’ immediate action  delayed-response advertising: designed to motivate consumers to take action in the near future. 1. message content. all advertising messages have both informational and persuasive elements. appeals to provide a basic reason for the consumer to act include:  fear appeals - e.g. life insurance ads  sex appeals - e.g. calvin klein ads  humorous appeals - e.g. everready energizer battery bunny ads  choosing a medium and a vehicle within that medium.  advertisers must choose from several media, such as tv, radio, newspapers, or magazines. they must also choose from several vehicles within each medium.  the mix of media and vehicles should maximize exposure while minimizing costs.   2. basic terms. common terms for media buyers include: reach, rating, frequency, gross rating points (grps), and cost per thousand (cpm).  different media alternatives some advantages and disadvantages of the major media alternatives include: 1. television communicates with sight and sound, and reaches 99 percent of canadian homes. because the average cost of a 30-second ad is now $30,000 on canadian networks, many advertisers are "splitting 30's". an- other problem is wasted coverage, where people outside the target market see the ad. an increasingly popular form of television advertising is the infomercial. infomercials are program-length (30 minutes) advertisements that take an educational approach to communication with potential customers. 2. radio is a very segmented medium, so it can reach very well-defined target market segments. it can't be used for products
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