Key Terms
Advertising
Paid brand communication reaching large audiences. Product advertisement: promotes one product within the product mix.
Traditional channels
Newspapers, magazines, TV, radio, billboards, internet. Digital expansion: mobile, email, social media, other digital de
Product advertisements
Promote a specific product within the org's product mix; focus on brand awareness or differentiation from competitors.
Institutional advertisements
Promote the entire organization (not a single product); goal is positive image-building; still PAID (this distinguishes
Know the sequence
1. Establish objectives 2.
Informative advertising
New product awareness; fact-based. Persuasive advertising: emotion-based; drives purchase.
Persuasive advertising
Highlights product benefits; appeals to EMOTION rather than facts; used to convince consumers to purchase.
Comparative advertising
Directly contrasts one product against a competitor; showcases why your product is better.
Reminder advertising
Used during the maturity stage of the product life cycle; keeps established brands top of mind; not introducing anything
Push strategy
Pushes the brand in front of the audience through multiple media channels; examples - postcards, emails, print, TV ads.
Pull strategy
Draws the audience TO the product; example - an ad inside one app that pulls users into a different app when clicked.
Two components
Create the message, select the media.
Reach
Estimated number of potential customers the campaign can contact.
Frequency
How many times someone sees the ad in a given period. Impact: how quickly the audience receives the message.
Pretesting
Research done BEFORE the ad airs to predict performance.