UW-Madison MARKETNG 300 - Chapter 15 (5 pages)

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Chapter 15



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Chapter 15

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Lecture number:
22
Pages:
5
Type:
Lecture Note
School:
University of Wisconsin, Madison
Course:
Marketng 300 - Marketing Management
Edition:
1

Unformatted text preview:

MKT 300 1nd Edition Lecture 22 Outline of Last Lecture XXXIX Kohl s Speaker Outline of Current Lecture XL Chapter 15 Terms XLI Chapter 15 Concepts to Apply Current Lecture XL Chapter 15 Terms Product Advertising tries to sell a product 3 categories pioneering competitive and reminder Institutional Advertising promotes an organization s image reputation or ideas rather than a specific product May seek to inform persuade or remind Basic objective 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 general public Pioneering Advertising tries to develop primary demand for a product category rather than demand for a specific brand Usually done in early stages of the product life cycle it informs potential customers about the new product and helps turn them into adopters I e advertise digital cameras in general Competitive Advertising tries to develop selective demand for a specific brand A firm is forced into this as product life cycle moves along to hold its own against competitors I e advertise Sony digital cameras Can be done directly or indirectly Direct Type Advertising aims for immediate buying action I e Delta prices timetables and phone numbers to call for reservations Puffery V Deception Puffery protects marketers whose claims are either so excessive they are clearly not expected to be believed or so generic they have no substantive meaning It is advertising that reasonable consumers would not take literally Deception on the other hand is 1 a representation omission or practice that is likely to cause a substantial segment of potential customers to have a false belief about the advertiser s or a competitor s product 2 is material likely to influence the These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute purchasing decisions



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