MCS 1000 Lecture Notes - Lecture 17: Alternative Media, Display Advertising, Right Media

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Peter Kim

Document Summary

Advertising: any paid form of non-personal communication about an organization, good, service or idea by an identified sponsor. They basically consist of two-types: product. Two types of ads can be classified on the basis of whether they are indented to get the consumer to take immediate action (direct-response advertising) or to influence future purchase or actions (delayed-response advertising) Take three forms: pioneering (or informational, competitive (or persuasive, reminder. Pioneering advertisements are used in the introductory stage: they tell people what the product is, what it can do, and where it can be found. Key objective of pioneering advertisement is to inform the target market. Competitive: advertising that promotes a specific brands features and benefits. Objective of these is to persuade the target market to select the firms brand rather than a competitor. Increasingly common form of competitive advertising is comparative advertising: shows one brand"s strengths relative to those of competitor"s.