BUSMKT 1040 Chapter Notes - Chapter 15: Advertising, Alternative Media, Comparative Advertising
Document Summary
Chapter 15: advertising, sales promotion, and public relations. Institutional advertisements: objective is to build goodwill or an image for an organization rather than promote a specific product or service: used to support public relations plan or counter adverse publicity, 4 alternative forms of institutional advertisements, 1. Advocacy: state the position of a company on an issue: 2. Pioneering institutional advertisements: used for announcements about what a company is, what it can do, or where it is located: 3. Competitive institutional advertisements: promote the advantages of one product class over another and are used in markets where different product classes compete for the same buyer: 4. Issue of buyer turnover: how often new buyers enter the market to buy the product: the higher the buyer turnover, the greater the amount of advertising required, 2. Purchase frequency: the more frequently the product is purchased, the less repetition is required: 3.
