Questions and Answers
What does Product Advertising aim to do?
What is Institutional Advertising?
Promotes an organization's image, reputation, or ideas rather than a specific product.
What is the goal of Pioneering Advertising?
To develop primary demand for a product category.
What is Competitive Advertising?
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What does Direct Type Advertising aim for?
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What is the difference between Puffery and Deception?
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What is Indirect Type Advertising-Competitive?
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What is Comparative Advertising?
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What is Reminder Advertising?
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What is Corrective Advertising?
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What is primary demand?
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What is selective demand?
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What are the characteristics of a well-defined advertising objective?
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How does the adoption curve relate to the PLC?
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What are the characteristics of the five adopter groups?
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What criteria should be considered when choosing advertising mediums?
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Why don't traditional advertising techniques work for Millennials?
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What are trends and advantages of new media?
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How do the roles of advertising, PR, and social media differ?
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Which government agency regulates advertising?
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How does content creation differ from advertising?
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What media would you choose to appeal to different age groups?
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Provide examples of how a sales promotion could fail.
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Study Notes
Product and Institutional Advertising
- Product Advertising: Aims to sell a specific product, categorized into pioneering, competitive, and reminder advertising.
- Institutional Advertising: Focuses on promoting an organization's image, reputation, or ideas instead of a specific product.
Types of Product Advertising
- Pioneering Advertising: Develops primary demand for a product category during early stages of the product life cycle; informs potential customers about new products.
- Competitive Advertising: Highlights selective demand for a specific brand, necessary as competition increases throughout the product life cycle.
- Direct Type Advertising: Seeks immediate buying action from consumers.
- Indirect Type Advertising: Focuses on showing product advantages to influence future buying decisions.
- Comparative Advertising: Directly compares specific brands using actual product names; can enhance competition but is banned in some countries.
- Reminder Advertising: Keeps the product's name in public awareness, useful for reinforcing brand preference during maturity or decline.
- Corrective Advertising: Aims to rectify misleading advertising, mandated by the FTC when practices are deemed unfair or deceptive.
Demand Concepts
- Primary Demand: General demand for a product idea rather than a specific brand, e.g., promoting DVD players overall instead of specific brands.
- Selective Demand: Demand directed toward a company's own brand rather than the overall product category.
Advertising Objectives
- Well-defined advertising objectives should be specific, measurable, attainable, relevant, and timely (SMART) to link effectively with marketing strategy.
Adoption Curve and Product Life Cycle (PLC)
- The adoption curve outlines the characteristics of adopter groups, which impact marketing strategies as the product progresses through different stages of the PLC. Promotional strategies must adapt to changing market conditions.
Marketing Strategy Adaptations
- Different stages of the adoption curve require specific promotional approaches to engage target audiences effectively, from awareness-building to evaluation and confirmation.
Advertising Medium Criteria
- Key factors in selecting advertising media include promotion objectives, target market characteristics, available funds, and the nature of media regarding reach, frequency, impact, and cost.
Millennial Advertising Strategy
- Traditional advertising fails with Millennials due to their preferences for digital communication and online engagement; effective solutions include utilizing social media platforms for advertising.
New Media Trends
- New media offers unique trends and advantages, such as direct engagement and personalized advertising opportunities.
Differences Among Advertising, PR, and Social Media
- Advertising: Paid, high message control, challenges like trust issues and cost.
- PR: Unpaid, offers message versatility and lower costs but less trust compared to earned media.
- Social Media: Platforms for both advertising and PR, trusted by customers but present challenges in message control and measurement.
Government Regulation and Deceptive Advertising
- Advertising is regulated by government agencies; defining deceptive advertising is challenging due to the fine line between deception and puffery. Understanding this distinction is critical for developing ethical advertising strategies.
Content Creation vs. Advertising
- Content creation offers informative and engaging material that differs from traditional advertising, which is more promotional in nature.
Media Selection for Different Target Audiences
- Selecting media for 35-45-year-old vs. 18-25-year-old women requires understanding their unique behaviors and preferences, influencing the choice of platforms and messaging strategies.
Sales Promotion Failures
- Examples of sales promotion failures include poorly designed campaigns, such as the Hoover airline promotion, which failed to deliver promised value.
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Description
Test your knowledge of key advertising concepts with these flashcards from Chapter 15. Learn about different types of advertising such as product and institutional advertising, and the strategies behind them. Perfect for students studying marketing fundamentals.
