COMM 131 Chapter Notes -Aerosol Spray, Price Discrimination, Raisin Bran

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Ethan Pancer

Document Summary

Advertising objective: specific communication task to be accomplished with a specific target audience during a specific period of time. The overall advertising goal is to help build customer relationships by communicating customer value. Informative advertising used when introducing new products, where objectives are educational. Classified by primary purpose -> inform, persuade, or remind. Persuasive advertising used when demand increases, persuading consumer your product is superior. Comparative advertising compares two brands directly or indirectly, emphasizing one over the other. Reminder advertising maintains relationship with customers for pre-established brands like tide, crest. Indirect are ore common, as direct comparative ads can provoke counterattacks and lawsuits. Some advertisements provoke immediate action (infomercials) while others focus on building relationship and image (nike) Advertising budget: money and resources devoted to an advertising program. Affordable method: setting the budget at a level management thinks they can afford.