ADM 2320 Lecture Notes - Lecture 12: Puffery, Personal Selling, Sales Promotion

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

> objectives: inform, persuade, or remind: informative advertising: > informative advertising creates and builds brand awareness. > early in the plc, rms use informative advertising to educate consumers about the product/service. > explain how it works, provide pricing and product information: persuasive advertising. > firms use persuasive advertising to motivate consumers to take action. > generally occurs in the growth and early maturity stages of the plc when competition is most intense. > in the later stage of the plc may be used to reposition an established brand: reminder advertising. > reminder advertising is communication used to remind or prompt repurchases after the products have gained market acceptance and in the maturity stage of the lifecycle. Example: a scene in a movie, music videos. > public service announcements (psa) = a special class of demand advertising, Focus is on public welfare, sponsored by non-pro t organizations, a form of social marketing.