BUS-3230 Chapter 5: Advertising-Chapter 5 notes
Document Summary
Problem identification opportunity: the campaign must have a focus. To increase frequency or variety of use: when a product is firmly established in the market, the marketing objectives usually reflect an attempt to convert light or casual users into heavy users. To attract new targets: making an appeal to different user segments represents opportunity in the case of more mature products that are experiencing marginal sales growth, or actual decline. To encourage trial purchase: when the product is in the introduction and growth stage, achieving high levels of awareness and trial purchase are key objectives. Incentives may be offered such as coupons, refund offers, or some other incentive. To communicate promotion incentives: often an entire campaign revolves around a special offer, advertising may temporarily depart from communicating unique selling points in order to focus on the brand name and promotion. To communicate a positive corporate image: a company can implement an advertising campaign that benefits the company as a whole.