MKTG 373 Chapter Notes - Chapter 15: Behavioral Targeting, Comparative Advertising, Institute For Operations Research And The Management Sciences
Document Summary
Marketing manager must explicitly state goals of advertising. Advertising allowances: price reductions to firms further along in the channel; encourage them to advertise or promote the firm"s products locally. Cooperative advertising: involves producers sharing in the cost of ads with wholesalers or retailers; helps intermediaries compete in their local markets. Helps producer get more promotion for its advertising dollars because media usually give local advertisers lower rates than national or international firms. Pioneering advertising: tries to develop primary demand for a product category rather than demand for a specific brand. Early stages of product life cycle; informs potential customers about the new product. Competitive advertising: tries to develop selective demand for a specific brand. Firm is forced into competitive advertising as the product life cycle moves along to hold its own against competitors. Indirect: points out product advantages for future decisions. Comparative advertising: making specific brand comparisons using actual product names. (verizon/att, coke/pepsi).
