MKTG
the appeal must
be desirable, leave a positive impression, exclusive, unique
directly or indirectly compares two or more competing brands on one or more specific attributes
comparative advertising
promotion becomes less informative and appeals more to emotion in this phase/type of advertising
competitive
executional styles
dictate what type of media is to be employed to convey the message
Developing advertising appeals is the job for
directors/copywriters/creative team in advertising agency
advertising appeals typically play off consumer's
emotion/adress a need or want
appeal: health
goal: appeals to those who are body-concious or who want to be healthy; love or romance is used often in selling cosmetics and perfumes
appeal: fun and pleasure
goal: are the keys to advertising vacations, beer, amusement parks, and more
appeal: vanity and egotism
goal: are used more often for expensive or conspicuous items such as cars and clothing
appeal: fear
goal: can center around social embarrassment, growing old, or losing ones health; because of its power, requires advertiser to exercise care in execution.
appeal: environmental consciousness
goal: centers around protecting the environment and being considerate of others in the community
appeal: admiration
goal: frequently highlights celebrity spokespeople
appeal: convenience
goal: is often used for fast-food restaurants and microwave foods
appeal: profit
goal: lets consumers know whether the product will save them money, make them money, or keep them from losing money
competitive advertising or brand advertising is used in the _____ phase of the product life cycle, and when other companies enter the marketplace
growth
Advertising appeal
identifies reason for a person to buy a product
product advertising
if the goal of promo is to enhance sales of a specific product or service
institutional advertising
if the goal of promo is to improve the image of the company
Pioneering advertising offers consumers __-____ information about the benefits of the product class.
in-depth
the goal of competitive advertising is to
influence demand for a specific brand
Pioneer advertising
intended to stimulate primary demand for a new product or product category
Pioneer advertising is heavily used during the ____ stage on product life cycle
introductory
Benefit
lets buyers know what the good attributes do for the consumer
Major types of advertising
pg 293
types of product advertising (based on product life cycle)
pioneering, competitive, comparative
pg 302
read
advocacy advertising
safeguard against negative consumer attitudes & enhance credibility among those who already favor it
Attribute
says what the product is/what it has in it thats good
comparative advertising is used when products experience
slow growth& enter the marketplaces/ strong competitors
message execution
the way an advertisement portrays its info