Chapter 16 book Flashcards
(15 cards)
Advertising
Advertising is any paid form of nonpersonal presentation and promotion of a product by an identified sponsor
5 M’s of developing and managing an advertising program
Mission Money Message Media Measurement
Advertising objective
An advertising objective is a clear and specific aim of an advertisement to gain attention, to inform, to persuade, or to remind of a brand or product
4 types of advertising objectives
Informative
Persuasive
Reminder (to stimulate repurchase)
Reinforcement (to convince purchasers of a good purchse)
5 factors to consider when setting the advertising budget
PLC stage Current market share and consumer base Competition Advertising frequency Product substitutability
Flighing advertising
Flighing is advertising during a period, followed by a period of no advertising, followed by a second period of advertising
Effective for seasonal items or product that have infrequent purchasing periods
Pulsing advertising
Pulsing is continuous advertising on low levels with periodic waves of heavy advertising activity and back to low advertising
Sales promotion
A collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchases of particular products/services
Sales promotion objectives
Attract new triers (or even brand switchers)
Reward loyal customers
Increase the repurchase rates of occasional users
Possible consumer stockpiling, increasing sales
Advertising vs Promotion
Advertising builds more brand loyalty
Reasons to sponsor events (8)
Identify with target market Increase name reputation Create/reinforce brand image associations Enhance corporate image Create experiences and evoke feelings Express commitment to a community Entertain clients Permit merchandising and promotion
Public
A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives
Public relations (PR)
PR includes a variety of programs to promote or protect a company’s image or individual products
5 PR functions
Press relationships Product publicity Corporate communications Lobbying Counselling (advising management about public issues and images)
Marketing public relations (MPR) is about supporting corporate or product promotion and image making. It goes beyond simple publicity and focusses on the following tasks; (6)
Launching new products Repositioning of mature products Building interest Influencing target groups Defending products that encountered public problems Building corporate image
