COMMERCE 2MA3 Lecture Notes - Advertising Campaign, Online Advertising, Brand Equity
13 Dec 2013
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Document Summary
Advertising - paid, nonpersonal communication through various media about a business firm, not-for-profit organization, or idea by a sponsor identified in a message that is intended to inform, persuade or remind members of a particular audience. Types of advertising: product non personal selling of particular product, institutional promotion of the idea and concept. Objectives of advertising: informative focus on primary demand, introductory phase, persuasive done for existing products, growth or early maturity phase, reminder reinforce previous promotional activities, late maturity or declining stage. Comparative advertising emphasizes messages with direct or indirect promotional comparisons between competing brands. Celebrity testimonials use of celebrity spokespeople for products: improve product recognition and reach consumers of various ethnic groups, build brand equity but also hurt it. Retail advertising all advertising by retail stores that sell goods and services directly to the consumers: cooperative advertising retailer shares advertising costs with an manufacturer or wholesaler.
