11-06-2012, 01:52 PM
Seminar on Basic Marketing
Basic Marketing.ppt (Size: 3.06 MB / Downloads: 3)
Examples of Some General Advertising Objectives
Help introduce new products to specific target markets
Help position the firm's brand or marketing mix by informing and persuading target customers or middlemen about its benefits
Help obtain desirable outlets (distribution)
Prepare the way for the personal selling effort
Provide on-going contact with target customers
Get immediate buying action
Help buyers confirm purchasing decisions
Advertising on the Internet
Ads take many forms
Range from banners and buttons to popups and web pages
Internet ads seek a direct response—a click
Traditional mass-media thinking: some websites generate more exposure
Segmentation thinking: some websites are better for reaching target customers
Context ads page link message to content being viewed
Pointcasting
Interactive communication thinking: some websites “just get results”
Charges apply only when response is achieved
Internet advertising is attracting mainline advertisers, but is still feeling its way
Advertising Regulation
Federal Trade Commission controls unfair or deceptive advertising
Can require corrective advertising
Focus is on what is deceptive, instead of what is subjectively defined as "unfair”
Comparative advertising claims may need to be substantiated
Rules are not always clear
Hard to define exactly what research is needed