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advertising plan

a subsection of the firm's overall marketing plan that explicitly Analyzes the marketing and advertising situations, identifies the objectives of the advertising campaign, Clarifies a specific strategy for accomplishing those objectives, and Indicates how the firm can determine whether the campaign was successful

pull strategy

the goal is to get the consumers to_____ the product into the supply chain by demanding it

push strategy

designed to increase demand by motivating sellers -- wholesalers, distributors, or salespeople-- to highlight the product, rather than the products of competitors, and thereby_____ the product onto consumers

informative advertising

communicates to create and build brand awareness with the ultimate goal of moving the consumer through the buying cycle to a purchase

persuasive advertising

communication used to motivate consumers to take action (page 556 in textbook)

reminder advertising

communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle

product-focused advertisement

focus on informing, persuading, or reminding consumers about a specific product or service

institutional advertisements

inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation

primary demand advertising

Ads designed to generate demand for the product category or an entire industry

selective demand

demand for a specific brand

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