MCS 1000 Chapter 17: advertising, sales, promotion, and public relations

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: bonafacio

Document Summary

Advertising is any paid form on non-personal communication about and organization, good, service, or idea by an identified sponsor. Product advertisements take three forms (1) pioneering (or informational, (2) competitive (or persuasive), and (3) reminder: pioneering advertisements tell people what a product is, what it can do, and where it can be found. The key objective of this type of advertising is to inform the market: competitive advertising is used to promote a specific brand"s features and benefits. The objective here is to persuade the target market to select the firm"s brand rather than that of a competitor. Comparative advertising (a popular form of competitive advertising) shows one brand"s strengths relative to those of competitors: reminder advertising is used to reinforce previous knowledge of a product. This type of advertising is good for products that are well-recognizes and are in the mature phase of their product life cycle.