Page 489 - Foundations of Marketing

456 Part 6 | Promotion Decisions

When a company promotes its position on a public issue—for instance, a tax increase, sus-
tainability, regulations, or international trade coalitions—institutional advertising is referred
to as advocacy advertising . Such advertising may be used to promote socially approved
behavior, such as recycling or moderation in consuming alcoholic beverages. Philip Morris,
for example, has run television advertisements encouraging parents to talk to their children
about not smoking. Research has identified a number of themes that advertisers like Philip
3
Morris can use to increase the effectiveness of antismoking messages for adolescents. This
type of advertising not only has social benefits but also helps build an organization’s image.
Product advertising promotes the uses, features, and benefits of products. For example,
advocacy advertising Motorola promotes features and benefits of its smartphones, such as 21 hours on a full charge
Advertising that promotes a for its DROID RAZR MAXX. There are two types of product advertising: pioneer and com-
company’s position on a public petitive. Pioneer advertising focuses on stimulating demand for a product category (rather
issue
than a specific brand) by informing potential customers about the product’s features, uses, and
product advertising benefits. Sometimes marketers will begin advertising a product before it hits the market. Apple
Advertising that promotes the has had great success using this type of advertising for its iPod and iPad. Product advertising
uses, features, and benefits of that focuses on products before they are available tend to cause people to think about the product
products 4
more and evaluate it more positively. Pioneer advertising is also employed when the product is
pioneer advertising in the introductory stage of the product life cycle, exemplified in the launch of the Nissan Leaf in
Advertising that tries to the electric-car category. Competitive advertising attempts to stimulate demand for a specific
stimulate demand for a product
category rather than a specific brand by promoting the brand’s features, uses, and advantages, sometimes through indirect or
brand by informing potential direct comparisons with competing brands. Cell phone service providers use competitive adver-
buyers about the product tising to position their brands—for example, AT&T against Verizon. Advertising effects on sales
must reflect competitors’ advertising activities. The type of competitive environment will deter-
competitive advertising
Tries to stimulate demand for a mine the most effective industry approach.
specific brand by promoting its To make direct product comparisons, marketers use a form of competitive advertising
features, uses, and advantages called comparative advertising , which compares the sponsored brand with one or more iden-
relative to competing brands tified competing brands on the basis of one or more product characteristics. Advil PM, for
comparative advertising example, used comparative advertising to promote the effectiveness of its over-the-counter
Compares the sponsored brand sleeping pill as compared to Tylenol PM. Often, the brands that are promoted through com-
with one or more identified parative advertisements have low market shares and are compared with competitors that have
brands on the basis of one or the highest market shares in the product category. Product categories that commonly use com-
more product characteristics parative advertising include soft drinks, toothpaste, pain relievers, foods, tires, automobiles,
reminder advertising and detergents. Under the provisions of the 1988 Trademark Law Revision Act, marketers
Advertising used to remind con- using comparative advertisements in the United States must not misrepresent the qualities or
sumers about an established characteristics of competing products. Other countries may have laws that are stricter or less
brand’s uses, characteristics, strict with regard to comparative advertising.
and benefits
Other forms of competitive advertising include reminder and reinforcement advertising.
reinforcement advertising Reminder advertising tells customers that an established brand is still around and still offers
Advertising that assures users certain characteristics, uses, and advantages. Clorox, for example, reminds customers about
they chose the right brand and
tells them how to get the most the many advantages of its bleach products, such as their ability to kill germs, whiten clothes,
satisfaction from it and remove stains. Reinforcement advertising assures current users that they have made the
right brand choice and tells them how to get the most satisfaction from that brand. Insurance
advertising campaign The
creation and execution of a companies like Geico encourage potential new customers to spend 15 minutes on the phone
series of advertisements to getting an insurance quote and save 15 percent or more on their policy. Value propositions like
communicate with a particular Geico’s can provide reinforcement to consumers that they are making a good decision as a
target audience new or current customer.

LO 2 . Explore the major steps DEVELOPING AN ADVERTISING
in developing an advertising
campaign. CAMPAIGN

An advertising campaign involves designing a series of advertisements and placing them
in various advertising media to reach a particular target audience. As Figure 16.1 shows, the
major steps in creating an advertising campaign are (1) identifying and analyzing the tar-
get audience, (2) defining the advertising objectives, (3) creating the advertising platform,

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