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Related Flashcards
Related Topics
Cards In This Set
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Product Advertising
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Tries to sell a product (3 categories: pioneering, competitive, and reminder)
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Institutional Advertising
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Promotes an organization's image, reputation, or ideas rather than a specific product.
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Pioneering Advertising
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Tries to develop primary demand for a product category rather than demand for a specific brand.
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Competitive Advertising
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Tries to develop selective demand for a specific brand.
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Direct Type (of competitive advertising)
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Aims for immediate buying action
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Indirect Type (of competitive advertising)
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Points out product advantages to affect future buying decisions.
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Comparative Advertising
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Means making specific brand comparisons - using actual product names.
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Reminder Advertising
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Tries to keep the product's name before the public.
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Advertising Allowances
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Price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products locally.
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Cooperative Advertising
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Involves producers sharing in the cost of ads with wholesalers or retailers.
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Advertising Agencies
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Specialists in planning and handling mass-selling details for advertisers.
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Copy Thrust
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What the words and illustrations should communicate.
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Corrective Advertising
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Ads to correct deceptive advertising.
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