  Product advertising   Institutional advertising   Pioneering advertising   Competitive advertising   Direct type advertising   Indirect type advertising   Comparative advertising MKT 304: Chapter 15 Key Concepts Advertising & Sales Promotion   Reminder advertising   Advertising allowances   Cooperative advertising   Copy thrust   Advertising agencies   Corrective advertising

Advertising, Sales Promotion, & Marketing Strategy Decisions Exhibit 15-1

Introduce New Products Position Brands Obtain Outlets Ongoing Contact Support Sales Force Get Immediate Action Maintain Relationships Introduce New Products Position Brands Obtain Outlets Ongoing Contact Support Sales Force Get Immediate Action Advertising Objectives Are a Strategy Decision AdvertisingObjectives Should be Specific

Institutional Advertising Pioneering Advertising Product Advertising Competitive Advertising Reminder Advertising Direct Indirect Comparative Objectives Determine the Kinds of Advertising Advertising Objectives Advertising Objectives

Sheds Favorable Light Connects Divisions of a Company Institutional Advertising – Remember Our Name Advocates Causes and Ideas

Advertising Agencies Often Do the Work +

Hindsight May Lead to Foresight Research and Testing May Improve Odds Consider the Total Mix Measuring Advertising Effectiveness Is Not Easy