Chapter 18 Advertising Examples Exercise Find and describe an example of an adve

Question

Chapter 18 Advertising Examples Exercise Find and describe an example of an advertisement that would fit in each of the following categories. These can be from TV, radio, internet, magazine, billboard, newspaper etc, the media doesn't matter. Use a different example for each category even though an ad might fit in multiple categories. 1. pull strategy 2. push strategy 3. informative 4. persuasive 5. reminder 6. institutional 7. public service 8. informational appeal 9. emotional appeal 10. a favorite ad of yours and why

Explanation / Answer

1. Pull Strategy: This kind of strategy is opted by companies who already have brand equity and is planning to offer new products/services. Example: IPhone launches IPhone X. Here, IPhone has a strong equity in the market, when iPhone was launching IPhone X, it had upgraded the features and dimensions of the phone. Through its advertising campaign, iPhone created pull in the market.

2. Push strategy: This strategy is opted by companies who either have a strong brand name in the market or are new in the market. Push strategy helps strong brands to cut down on marketing expense and build distribution channel or new businesses in exposing their products to the consumers by retail presence. Example: FMCG product like Bingo Chips pushed itself through aggressive advertising and stocking in the market. They bought retail spaces for product merchandising.

3. Informative strategy: This kind of strategy is used when a new product is being launched in the market or when existing product or service is being changed. Example: Print advertising by Pop Chips. In this campaign, pop chips compared the calorie count of pop chips with other chips. Pop chips have significantly low calories as compared to other chips.

4. Persuasive strategy: This kind of advertisement strategy seeks to relate with consumer emotion to drive sales. Example: Colgate total print advertisement 2014, the ad shows an empire which is ready to attack mouth but Colgate total will defend the mouth with its ultimate mouth protection.

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