MKTG 2201 Chapter Notes - Chapter 15: Guerrilla Marketing, Lpga, These Girls
16 Dec 2016
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Crowdsourcing: a practice in which firms outsource marketing activities (such as selecting an ad) to a community of users. Greenwashing: a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit. corrective advertising: advertising that clarifies or qualifies previous deceptive advertising claims. Puffery: claims made in advertising of product superiority that cannot be proven true or untrue. Execution format: the basic structure of the message such as comparison, demonstration, testimonial, slice-oflife and lifestyle. Comparison: a comparative advertisement explicitly names one or more competitors. Favorite pizza spots claimed that consumers preferred its hand-tossed pizzas 2 to 1 over both number two domino"s and number three papa john"s. Demonstration: the ad shows a product in action to prove that it performs as claimed: it slices, it dices! . Demonstration advertising is most useful when consumers are unable to identify important benefits except when they see the product in use.
