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22 terms

Ch 18 - advertising

STUDY
PLAY
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
copy
written/verbal portion of advertising
headlines, body copy, signature, etc.
pretest
advert eval before the campaign
consumer jury
panel of existing/potential buyers of the product
posttest
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.