MCS 1000 Lecture 17: marketing notes

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Archie Bonifacio

Document Summary

Advertising is any paid form of non-personal communication about an organization, good, service or idea by an identified sponsor. Pioneering ads: tell ppl what the product is, what it can do and where it can be found. Competitive ads: comparative advertising shows one brands strength relative to those of competitors. Reminder ads: to reinforce previous knowledge of a product. Designed to build goodwill or an image for an organization rather than promote a specific good or service. Advocacy ads: state the position of a company on an issue. Direct response advertising: seeks to motivate the customer to take immediate action, like a tv ad asking you to call in and place an order. Delayed response advertising: presents info and images designed to influence the customer in the near future when making purchases or taking other actions. Advertising messages are made up of persuasive and informational messages. Common advertising appeals include fear, sex and humorous appeals.