Advertising and It’s Purpose - Advertising is nonpersonal promotion which promotes ideas, goods or services by using a variety of media.
- The average city dweller is exposed to more than 3,000 advertising messages everyday
- Advertisers control the message, where it will be seen or heard, and how often it will be repeated
Advertising and It’s Purpose - Marketers can use advertising to introduce a new business or change a company image
- Advertising can also promote a new product or an existing one, encourage the use of a particular service, or encourage business-to-business transactions
- Two main types of advertising:
- Promotional Advertising
- Institutional Advertising
Promotional Advertising Definition - Advertising designed is to increase sales
- Targets are consumers or B2B customers
- Encourages potential customers to ask for info, call for appointment, participate on the internet, or enter a retail store.
- Leads / Prospecting
Institutional Advertising Definition - Designed to create a favorable image for a company and foster goodwill in the marketplace
- Connecting the businesses name to a worthy cause helps a company make a favorable impression
- Does not directly increase sales
Mass Advertising Versus Targeted Advertising - Mass ads enables companies to reach large numbers of people
- Targeted ads target messages to select audiences
- Advertising demonstrates features and benefits
Types of Media Medias - the agencies, means, or instruments used to convey advertising messages to the public.
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