Term
| Strategic Issues in Advertising |
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Definition
1) Media
2) Ad Type
3) Creative Approach |
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Term
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Definition
Informative, Persuasive, or Reminder
Primary or Selective
Product or Instituational |
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Term
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Definition
typically wordy ads
rarely is action the specific objective
used in into and early growth |
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Term
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Definition
uses comparison, emotional appeals and rational appeals
used in growth and maturity |
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Term
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Definition
Usually short with little info
makes assumption that reader knows and has already tried the product
used in maturity |
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Term
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Definition
| stimulates demand for an entire product category |
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Term
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Definition
| stimulates demand for a specific brand |
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Term
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Definition
| stimulates demand for an disorganizations products or services |
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Term
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Definition
| attempts to enhance corporate image |
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Term
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Definition
should be consistent with overall objectives of the advertisement
should not overwhelm the ad |
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Term
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Definition
More attention getting
are remembered longer
increase customer involvement with product
appeals to "real" reasons consumers buy product
FTC prefers ration ads |
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Term
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Definition
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Term
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Definition
positive and negative info
increases source credibility
reduces consumers resistance to message
inoculates consumer
resisted by industry |
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Term
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Definition
consumer is less educated
consumer like and already uses the product |
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Term
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Definition
consumer initially disagrees
if consumer knows the product category and appropriate evaluation criteria |
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Term
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Definition
Effectiveness inconclusive
alerts customers to competition
some customers feel sorry for attacked
encouraged by FTC |
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Term
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Definition
most effective when immediate solution is offered
too much fear- consumer will block it out
too little fear- consumer wont care |
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Term
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Definition
attention getting
often found to get in the way of the message |
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