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1)The Target
2)The Type of Demand
3)The Message
4)The Source
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An ad is directed at consumers or
business; thus it is either business-
business-to
to--
consumer advertising or business-
business-to
to--
business advertising. Retailers by
definition sell only to consumers. On the
other hand, many manufacturers and
distributors must divide their advertising
between business customers and
consumers.
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Primary--demand advertising is
Primary
designed to stimulate demand for a generic
category of a product such as coffee, electricity,
or garments made from cotton. In contrast,
selective--demand advertising is intended to
selective
stimulate demand for individual brands.
The use of primary-
primary-demand advertising occurs
throughout the product lifecycle and therefore is
considered demand-
demand-sustaining advertising.
Selective--demand advertising is essentially
Selective
competitive advertising. It pits one brand
against the rest of the market. This type of
advertising is employed when a product is
beyond the introductory life-
life-cycle change.
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