BUAD301 Lecture Notes - Lecture 6: Comparative Advertising, Super Bowl Xlvi, Federal Communications Commission
27 Nov 2018
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Document Summary
Product advertisements- focused on selling a good or service; 3 forms: Pioneering advertisements (informational): tell people what a product is, what it can do, and where it can be found. Key objective is to inform the target market: competitive (persuasive): promotes a specific brand"s features and benefits. Institutional advertisements- build goodwill or an image for an organization rather than promote a specific good or service. All aspects for an advertising program are influenced by the characteristics of prospective consumers: understanding lifestyles, attitudes, and demographics of a target market is essential. The placement of the advertising depends on the audience. The scheduling of the advertisement depends on the audience. To eliminate possible bias that might result from subjective judgments about some population segments, federal. Communications commission suggest that advertising program decisions be based on market research about the target audience. Specifying advertising objectives: helps advertisers with other choices in the promotion decision process, such as selecting media and evaluating a campaign.
