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