Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

16. Advertising and Sales
    Promotion

Text © The McGraw−Hill

Companies, 2002

Advertising and Sales Promotion 455

Informative or

descriptive ads

Image/celebrity ads

Flash ads

Demonstration of

benefits

Interest

Competitive ads

Persuasive copy

Comparative ads

Testimonials

Evaluation

and trial

Direct-action retail

ads

Point-of-purchase

ads

Price deal offers

Decision

Reminder ads

Informative “why”

ads

Confirmation

Teaser campaigns

Pioneering ads

Jingles/slogans

Internet banners

Announcements

Awareness

Exhibit 16-3 Examples of Different Types of Advertising over Adoption Process Stages

Objectives Determine the Kinds of Advertising Needed

The advertising objectives largely determine which of two basic types of adver-

tising to use—product or institutional.

Product advertisingtries to sell a product. It may be aimed at final users or chan-

nel members.

Institutional advertisingtries to promote an organization’s image, reputation, or

ideas rather than a specific product. Its basic objective is to develop goodwill or

improve an organization’s relations with various groups—not only customers but

also current and prospective channel members, suppliers, shareholders, employees,

and the general public. The British government, one of the top 50 advertisers in

the world, uses institutional advertising to promote England as a place to do

business.

Product advertising falls into three categories: pioneering, competitive, and

reminder advertising.

Pioneering advertising—builds primary demand

Pioneering advertisingtries to develop primary demand for a product category

rather than demand for a specific brand. Pioneering advertising is usually done in the

early stages of the product life cycle; it informs potential customers about the new

product and helps turn them into adopters. When Merrell Dow Pharmaceutical

Product advertising—

know us, like us,

remember us

The objective of ExxonMobil’s

attention-getting institutional ad,

which ran on billboards in over

100 countries, was to inform

customers about the merger of

the two oil giants and to highlight

the strengths of the new

combined company as it

addresses the energy needs of

the future.