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MKTG 3010

TERMS, CONCEPTS & Q & As

QuestionAnswer
CHAPTER 17 ADVERTISING AND PUBLIC RELATIONS Pg. 265 terms,concepts, Q & A
Lo1: The effects of Advertising-Discuss the effects of advertising on market share & consumers 265-266 Advertising is defined in ch. 16 as impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
It is a popular form of promotion, esp. for consumer packaged goods & services. ADVERTISING & MARKET SHARE New brands with a small market share tend to spend proportionately more for advertising & sales promotion than those with a large market share for two reasons;
First, beyond a certain level of spending for advertising & sales promotion, diminishing returns set in. That is, sales or market share begins to decrease no matter how much is spent on advertising & sales promotion. This phenomenon is call the ADVERTISING RESPONSE FUNCTION. Understanding the advertising response function helps marketers use budgets wisely.
EX: A market leader like Johnson & Johnson's Neutrogena spends less on advertising than a newer line such as Jergens' Natural Glow moisturer brand, Neutrogena has already captured the attention of the majority of its target market, only reminds customers. The second reason new brands tend to require higher spending for advertising & sales promotion is that a certain minimum level of exposure is needed to measurably affect purchase habits.
EX: If Jergens advertised its Natural Glow moisturizers in only one or two publications & bought only one or two tv spots, it would not achieve the exposure needed to penetrate consumers' perceptual defenses & affect purchase intentions. THE EFFECTS OF ADVERTISING ON CONSUMERS Advertising affects consumers daily lives, informing them about products & services & influencing their attitudes, beliefs, & ultimately their purchases.
Though advertising cannot change consumers' deeply rooted values & attitudes, advertising may succeed in transforming a person's negative attitude to a positive one. For instance, serious or dramatic ads are more effective at changing consumers' negative attitudes. Humorous ads, have been shown to be more effective at shaping attitudes when consumers already have a positive image of the advertised brand.
Advertising also reinforces positive attitudes toward brands. Advertising can also affect the way consumers rank a brand's attributes. For ex, in years past, car ads emphasized such brand attributes as roominess, speed, & low maintenance.
Lo2: MAJOR TYPES OF ADVERTISING A firm's promotional objectives determine the type of advertising it uses. If the goal of the promotion plan is to build up the image of the co or the industry,INSTITUTIONAL ADVERTISING may be used. In contrast, if the advertiser wants to enhance the sales of a specific good or service, product advertising is used.
INSTITUTIONAL ADVERTISING, or CORPORATE ADVERTISING,promotes the corporation as a whole & is designed to establish, change, or maintain the corporation's identity. A form of institutional advertising called ADVOCACY ADVERTISING is typically used to safeguard against negative consumer attitudes & to enhance the company's credibility among consumers who already favor its position.
Corporations often use ADVOCACY ADVERTISING to express their views on controversial issues, react to criticism or blame, try to ward off increased regulation, damaging legislation or an unfavorable outcome in a lawsuit. EX: BP worked to stop the oil leak in the Gulf of Mexico, the CEO apologized for the spill & promised to pay for the cleanup. They spend $50 million on tv advertising. BP hoped to quell the anger against the company.
PRODUCT ADVERTISING promotes the benefits of a specific good or service. The product's stage in its life cycle often determines which type of PRODUCT ADVERTISING is used: PIONEERING ADVERTISIING, COMPETITIVE ADVERTISING, OR COMPARATIVE ADVERTISING. PIONEERING ADVERTISING is tended to stimulate primary demand for a new product or product category.
Created by: cacox2
 

 



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