MARK20100 Lecture Notes - Lecture 30: Super Bowl, Sales Promotion, News Conference
Document Summary
Chapter 18- advertising, sales promotion, and public relations. Advertisements pioneering or informative- what a product is, what can do, where can o competitive or persuasive- promotes specific features, persuade target market to choose your brand ex) comparative reminder ads- reinforce previous knowledge, good when products are. Build goodwill for a company, build company name. Advocacy- states the position of a company on an issue. Pioneering- announce what company is, what it can do, and where. Product ads o be found o well recognized. Institutional ads o o o o located o. Competitive- promote advantages of one product class over another ex) got milk for american dairy against other beverages. Reminder- bring company"s name to attention of target market again. Specify advertising objectives- select media and evaluate campaign. Setting the budget- ex) superbowl ads are very attractive. Fear appeals- avoid a negative experience by using the product ex) psas, encouraging healthy foods. Sex appeals- product will increase the attractiveness of the.
