Advertising Hmwrk Chpt 1-5 Essay

Submitted By lovinglife0321
Words: 1273
Pages: 6

MKT 321

Question 1- The first major role of advertising is informing. You want to inform about organizations, products and services, the environment, and trends in society amongst many more. This is aimed for creating a demand for new product and the new product has to be known to public. An example of information advertising would be using newspapers or ads to get people detailed information about the product. Advertisement not only informs but also serves to influence the public to buy the product or services. For example a company seeks to induce the public to buy its particular brand of soap in preference to others. The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. It is necessary for the advertiser to constantly draw the attention of consumer to his product and away from other competitive brands. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers' minds. An example of persuasion would be to try to associate a product or idea with beautiful people and sexuality.

Question 2 - Advertising reaches a broad audience of customers either as a mass audience or in smaller targeted groups. Direct response advertising that involves digital communication has the ability to address individual members of the audience. For example, coupons to cut and mail in, business reply cards, and toll-free telephone numbers are seen as direct response advertising. So in this way, some advertising can deliver one to one communication with a large group of people.

Question 3 - Public Service Advertisements are primarily designed to inform and educate rather than sell a product or service. Nonprofit organizations use public service advertising to educate the public about the groups' missions. For example, California-based Canine Companions for Independence provides trained assistance dogs that assist disability clients. Also, Smokey the Bear, known for his "Only You Can Prevent Wildfires" message, has appeared on numerous public service advertisements. Brand advertising is national or consumer advertising. It focuses on the development of a long-term brand identity and image. An example of this is to have a brand promise such as Walmarts “Save Money. Live Better.” slogan or Mastercards “Priceless” slogan.
Question 4 - The brand loyalty program offers a combination of rewards and recognition. The objective of the program is retention. They want to ensure that a customer continues to purchase a product or service and remains loyal to that particular brand. One brand loyalty market is financial services. Credit card companies have adopted the rewards mode approach. In some cases a credit card will be linked with a specific airline or will reward its members with miles that can be used on any airline. Some credit cards also offer merchandise, cash back or other incentives that build up with credit card use. Question 5 - Promises matter to people. If you don’t deliver what you promise to people, in time you won’t matter to them. This is true in every product category. Advertising images make promises. When the product doesn’t match up to the advertised promise, it is like stealing from people’s hopes. In turn, they will not come back to you for more products. An example of where a brand promise was broken are the images on commercials of fast food restaurants. You see this very large perfectly grilled, juicy burger, full of lettuce tomatoes, onions, and cheese. But in reality when you go to the actual restaurant to buy that burger, it is squashed flat with everything sloppily thrown on it. Question 6 - What is the last step of the marketing planning process is to evaluate the effectiveness of the strategy. It is more important than the others because if its left that late to check how things went, you risk missing a lot of opportunities to modify and adapt the plan and so