In-Class Activity 15-1: Advertising objectives and kinds of advertising

Learning Objective

This in-class activity helps achieve the following learning objectives from Essentials of Marketing:

LO15.2: Understand why a marketing manager sets specific objectives to guide the advertising effort.

LO15.3: Understand when the various kinds of advertising are needed.

Assignment

This exercise will give you some practice determining the kind of advertising that may be needed to obtain some advertising objectives. Described below are several situations in which some kind of advertising may be necessary or desirable. For each situation:

1. indicate what general (i.e., inform, persuade, and/or remind) objectives the advertising probably could be meant to achieve; and
2. indicate which of the following kinds of advertising would be most appropriate to accomplish that objective and why:

• Institutional promotes an organizations image, reputation, or ideas rather than a specific product.
• Pioneering tries to develop primary demand for a product category rather than demand for a specific brand.
• Competitive tries to develop selective demand for a specific brand
• Comparative making specific brand comparisons using actual product names.
• Reminder tries to keep the products name before the public

1. Enterprise Rent-A-Car uses testimonials from satisfied customers to differentiate itself from competing car rental services. In particular, it promotes its service of delivering a car to youat home, at the office, or on vacation. Its slogan says, "Pick Enterprise. We'll pick you up."

Objective____________________________________________________

Type of Ad ___________________________________________________

1. Charter Hospitals' radio advertisement describes the symptoms and serious consequences of depression, and explains that most health insurance policies cover treatment for this condition. At the end, the ad gives a tollfree number for Charter as the announcer encourages the friends and families of depressed people to "seek help today, even if not from Charter."

Objective____________________________________________________

Type of Ad ___________________________________________________

1. The metropolitan transportation district receives a grant from the coalition of local governments to advertise bus services to promote clean air by switching commuters from singleoccupancy cars. Billboards and TV time are too expensive, so the bus company uses the money to purchase placard ads inside its own buses. The copy says: "Save gastake the bus!"

Objective____________________________________________________

Type of Ad ___________________________________________________