Ch 18 - advertising
promotes organiz.'s images, ideas, & political issues
can create a better view of the organiz. in noncustomer groups
promotes co's position on a public issue
focus on stimulating D for an entire product category (got milk? ads)
stimulate D for specific _brand_
can compare direct/indirectly w/ competing brands
usually, co's use this if they have a low market share.
tells customers that the estb. brand is still around!
assures current users that they have made the right brand choice & tells them how to get the most satisfaction from that brand
who advertisers aim at
can include everyone in target market or not
consists of selling pts that advertiser wants to include in campaign
research what customer wants
TOTAL money that a marketer allocates for advertising during a time period
determine the objectives campaign needs to achieve, then find costs
multiply by past sales
match major competitor's appropriations by some dollar amount
written/verbal portion of advertising
headlines, body copy, signature, etc.
advert eval before the campaign
panel of existing/potential buyers of the product
advert. eval after ad campaign
measures changes in consumer awareness, attitudes, etc.
respondents shown ad & asked if they recognize
unaided recall test
given no clues, recall
MAINTAIN favorable rel.ship b/w co & stakeholders
enhance image of whole co.
can use to promote
i.d. changes in public opinion affecting co
content analysis of ad msgs.