Chapter 19 - Advertising and Sales Promotions Marketing 5th
19-31: Assess Impact Group activity: Your group has been assigned
to assess the impact of a campaign for a new
The goal of the campaign is to increase
awareness of the brand within a chosen target
market by 20% over the campaign.
What measures would you need to take to
ensure that the campaign is remaining on
Answer: You could design a tracking study that
measures sales, website visits and sample
requests generated over the course of the
campaign. You also might measure awareness
levels of the target market at various stages of
19-32: Check Yourself 1. identify their target market, (2) set
advertising objectives, (3) set the
advertising budget, (4) depict their product
or service, (5) evaluate and select the
media, (6) create the ad, and (7) assess the
impact of the ad.
2. Informative advertising communicates to
create and build brand awareness, with the
ultimate goal of moving the consumer
through the buying cycle to a purchase.
When a product has gained a certain level
of brand awareness, firms use persuasive
advertising to motivate consumers to take
action. Persuasive advertising generally
occurs in the growth and early maturity
stages of the product life cycle. reminder
advertising is communication used to
remind or prompt repurchases, especially
for products that have gained market
acceptance and are in the maturity stage of
their life cycle.
3. See exhibit 18.3.
4. The effectiveness of an advertising
campaign must be assessed before, during,
and after the campaign has run. Firms can
use Pretesting, Tracking, and Posttesting.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 11