MANA 298 Lecture Notes - Revver, User-Generated Content, Infomercial
18 Feb 2013
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Document Summary
Advertising is any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. types of advertisements product advertisements product advertisements focus on selling a good or service and take three forms: Pioneering (or informational) advertisements, which tell people what a product is, what it can do, and where it can be found. Advocacy advertisements state the position of a company on an issue. Pioneering institutional advertisements are used for a new announcement about what a company is, what it can do, or where it is located. Direct response advertising: motivates customers" immediate action. Sex appeals - e. g. calvin klein ads. Humorous appeals - e. g. everready energizer battery bunny ads. Buyer turnover is how often new buyers enter the market to buy the product. as buyer turnover increases, the need for advertising increases. Purchase frequency is how often the product is bought. as purchase frequency increases, the need for advertising decreases. most companies use:
