MKT 3401 Chapter : Ch 16
Document Summary
Then, they start to produce diminishing returns (the advertising response function phenomenon: the effects of advertising on consumers, it affects our daily lives. Informing us, consumers, about products influences our beliefs, attitudes, and ultimately our purchases. The major types of advertising the company or industry safeguard against negative consumer attitudes and to enhance the: institutional adv: if the goal of the promotion plan is to improve the image of. A firm"s promotional objectives determine the type of advertising it uses: advocacy advertising: a form of institutional adv. It"s used top company"s credibility among consumers who are already in its favor: corp"s often use advocacy advertising to express their views on service. A major decision for advertisers is the choice of a medium (the channel used to convey the message). 4 basic types of media schedules: continuous media schedule: when an ad is run steadily throughout the advertising period.
