Class Notes (835,500)
Canada (509,212)
York University (35,236)
ADMS 3220 (13)
Lecture

Class 6 notes.docx

4 Pages
85 Views
Unlock Document

Department
Administrative Studies
Course
ADMS 3220
Professor
Ian Gordon
Semester
Fall

Description
NO CLASS OCT 31 Advertising: Why advertise? - To create awareness/attention - To inform consumers of products - To persuade people – create differentiation of your good from others - To increase sales 3 TYPES OF ADVERTISING: 1. Informative 2. Persuasive 3. Reminder Company should establish advertising objectives. 4 STEP MODEL: 1. Create awareness/attention of your brand 2. Get interest of consumer in making the purchase decision 3. Secure desire of consumer. (Ensure that consumer desires the product) 4. Make sure consumer goes through with the action of buying Attention and interest create cognition: Increase awareness and knowledge of the brand. Desire creates affect: Action creates Measure advertising effectiveness: - Sales - Profitability objectives Implicit bargaining. Explicit bargaining – Ex: Go on internet and see advert which says 25% off on aldo shoes. Aldo will be paying money to the site for that advert on their website. ADVERTISING AND PRODUCT LIFE CYCLE: Introduction – Awareness and information Growth - Enhance positive attitudes Maturity - remind consumers Decline - Reduction in ad spending Cognitive ad - Engage the consumer’s brain. 1. One sided: Expresses product’s benefits. Ex – The fastest smartphone 2. Two sided: Express pros and cons. Usually stand out more and are considered more objective. Ex - Ads for pharmaceuticals usually state the benefits as well as side effects. Drama ad – A problem is depicted and the brand is featured as the solution. More memorable than listing of features. Humor ad Fear ad – Use negative emotions. For a fear appeal to be effective the ad should provide a solution to reduce the fear. Subliminal ad – Shown fast enough
More Less

Related notes for ADMS 3220

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit