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institutional advertising

promotes organiz.'s images, ideas, & political issues
can create a better view of the organiz. in noncustomer groups

advocacy advertising

(institutional advertising)
promotes co's position on a public issue

pioneer advertising

focus on stimulating D for an entire product category (got milk? ads)

competitive advertising

stimulate D for specific _brand_
can compare direct/indirectly w/ competing brands

comparative advertising

compares directly
usually, co's use this if they have a low market share.

reminder advertising

tells customers that the estb. brand is still around!

reinforcement advertising

assures current users that they have made the right brand choice & tells them how to get the most satisfaction from that brand

target audience

who advertisers aim at
can include everyone in target market or not

advertising platform

consists of selling pts that advertiser wants to include in campaign
research what customer wants

advertising appropriation

TOTAL money that a marketer allocates for advertising during a time period

objective-and-task approach

(advertising appropriation)
determine the objectives campaign needs to achieve, then find costs

percent-of-sales approach

(advertising appropriation)
multiply by past sales

competition-matching approach

(advertising appropriation)
match major competitor's appropriations by some dollar amount


written/verbal portion of advertising
headlines, body copy, signature, etc.


advert eval before the campaign

consumer jury

panel of existing/potential buyers of the product


advert. eval after ad campaign
measures changes in consumer awareness, attitudes, etc.

recognition test

respondents shown ad & asked if they recognize

unaided recall test

given no clues, recall

public relations

MAINTAIN favorable rel.ship b/w co & stakeholders
enhance image of whole co.
can use to promote

environmental monitoring

i.d. changes in public opinion affecting co

communications audit

content analysis of ad msgs.

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