Advertising
Major types of advertising:
1. Institutional Advertising-
2. Product Advertising
- Pioneering- intended to stimulate primary demand for a new product or product category.
- Competitive- Influence demand for a specific brand.
- Comparative- Directly or indirectly compares two or more competitive brands on one or more specific attributes.
Being creative in advertising is essential to build the consumer's interest. This is called "advertising appeal". Identifying a products benefits and appeals is a good way to do this.
Public Relations
Major public relations tools:
- New-Product Publicity
- Product Placement
- Consumer Education
- Sponsorship
- Internet Web Sites
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