COMMERCE 2MA3 Chapter Notes - Chapter 17: Sexual Attraction, Gross Rating Point, Sales Promotion
19 Jun 2016
School
Department
Course
Professor
Document Summary
Advertising is any paid form of non-personal communication about an organization ,goods, service. Types of advertisements: product advertisements: advertisements that focus on selling a good or service and take 3 forms, pioneering : to inform the market. What it is what it can do, where it can be found: competitive (or persuasive): promotes a specific brand"s features and benefits. A new form of this is comparative advertisements, which shows one brand"s strengths relative to those of competitors: remainder advertisements: is used to reinforce previous knowledge of a product. Good for products in the mature phase and those that has achieved a well-recognized position. Another type of this is reinforcement, which is used to assure current users they made the right choice: institutional ads: are designed to build goodwill or image for an organization, rather than promoting specific good or service. Specifying advertising objectives: such as selecting media and evaluating a campaign.
