Management and Organizational Studies 2320A/B : Advertising and Public Relations Ch 15.docx

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Angela White

Document Summary

Advertising any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising objective a specific communication task to be accomplished with a specific target audience during a specific period of time. Informative advertising used when introducing a new product category, the objective is to build primary demand. Comparative advertising directly or indirectly compares the brand with one or more other brands. Persuasive advertising important with increased competition to build selective demand. Reminder advertising important with mature products to help maintain customer relationships and keep customers thinking about the product. Advertising budget the dollars and other resources allocated to a product or company advertising program: product-life-cycle stage. Mature brands require lower budgets: market share. Building or taking market hare requires larger budgets. Markets with heavy competition or high advertising clutter require larger budgets. Advertising strategy how the company accomplishes its advertising objectives and consists of: creating advertising messages, selecting advertising media.