Advertising Chapter 19 Advertising and It’s Purpose


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Chapter 19 Advertising

Advertising

  • Chapter 19

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.

  • Newspaper
  • Television
  • Opt-in e-mail
  • Giveaways
  • Promoted Tweets

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