Chapter 19
Step 1: Identify Target Audience
-Firms conduct research to identify their target audience, then they use the information they gain to set the tone for the advertising program and help them select the media they will use to deliver the message to that audience.
-Firms must keep in mind that their target audience may or may not be the same as the current users of the product
Step 2: Set Advertising Objectives
Advertising Plan- a subsection of the firm’s overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplish those objectives, and indicates how the firm can determine whether the campaign was successful.
Generally, in advertising to consumers, the objective is a pull strategy
Pull strategy- designed to get consumers to pull product into the supply chain by demanding it
Push Strategies- designed to increase demand by focusing on wholesalers, retailers, salespeople. These campaigns attempt to motivate the seller to highlight product, rather than the product of competitors, and thereby push the product to consumers.
1.) Informative Advertising
Informative Advertising is the communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to purchase. Such advertising helps determine some important early stages of a product’s life cycle, particularly when consumers have little information about the specific product or type of product. Retailers often use informative advertising to tell their customers about an upcoming sales event or the arrival of new merchandise

When product has gained a certain level of brand awareness

Persuasive Advertising
Persuasive advertising used to motivate consumers to take action usually occurs in the growth and early