Chapter 18- Advertising and Sales promotions

Pull strategy

get consumers to demand product

Push Strategy

motivating sellers to highlight products; “force” onto consumer

Informative advertising

creating brand awareness with the goal of moving consumers through the buying process; Make customers aware of upcoming opportuntities!

persuasive advertising

Motivating customers to take action; persude people to pick you (early/growth stages)

Reminder Advertising

remind/prompts repurchases; occurs in maturity stage

Product-foucsed Advertising

advertising your product (this major is not allowed)

Institutional Advertising

promotes a company/firm rather than a product

Elaboration Likelihood model

exposure to communication, how a consumer absorbs your message

peripheral route

trying ot influence your feelings towards a product

Central route

giving you infomation about the brand; LOCKED IN

Unqiue selling proposition

the common theme/slogan in an ad campiagn

Continous schedualing

constantly running advertisements

Flighting scheduale

heavy ad periods followed by little/no ads

Ex. Spirit Halloween

pulsing schedualing

Have a set ad level which spikes at certain times

Ex. Macys Normally vs. Christmas

puffery

legal exageration of praise just short of deception

Ex. “better” pizza, Pizzas Hut

Proactive PR

executing campigns to build awareness and shape image

Reactive PR

PR in response to something

ex. Blake Lively

Types of sales promotions

• Coupons

• deald

• premiums

• contest

• sweepstakes

• samples

• loyalty program

• point of purchase

• rebates