Advertising: Any paid form of nonpersonal presentation and promotion of ideas,

goods, or service by an identified sponsor.

An advertising objective is a specific communication task to be accomplished with a

specific target audience during a specific period of time, advertising objectives can
be classified by primary purpose –whether the aim is to inform, persuade, or
remind. -Possible advertising objectives:

-informative advertising :

1-Telling the market about a new product,2-describing available service ,3-

suggesting new uses for a product,4-correcting false impressions ,5-infoming the
market of price change,6reducing consumers fears ,7explaining how the product
works.

-Persuasive advertising:
Building brand preference ,persuading customer to purchase now, encouraging
switching to your brand ,persuading customer to receive sales call, changing
customer’s perception of product attributes .

Reminder Advertising:
Reminding consumer that the product may be needed in the near future ,keeping it
in customer’s mind during off-seasons ,reminding consumer where to buy it,
maintaining it’s top-of-mind awareness. Short life; poor reproduction
Newspap -Flexibility; timeliness; good local market
coverage; broad acceptability high believability. quality small pass-along
ers
audience.
Televisio -Good mass-market coverage; low cost per
exposure ; combines sight, sound and motion ; High absolute costs; high clutter;
n
appealing to the senses. fleeting exposure ; less audience
selectivity.
-High audience selectivity; flexibility; no ad
Direct competition within the same medium; allows Relatively high cost per
mail personalization. -good local exposure “junk mail” image.
acceptance; high geographic and demographic
Radio Audio only fleeting exposure
and demographic selectivity; low cost. ;low attention(“the half-heard
–high geographic and demographic selectivity; “medium)’fragmented audiences
reproducing; long life and good pass-along
Magazine readership. Long ad purchase lead time;
s high cost’ no guarantee of
-flexibility; high repeat exposure; low cost; low postion
Outdoor message competition; good positional
selectivity. Little audience selectivity;
creative limitation.

Public relations: press relations or press agency creatingSmall,

and placing
demographically skewed

newsworthy information in the news media to attract attention to a person. Product

or service .

Product publicity: publicizing specific products.

Lobbying : building and maintaining relations with legislators and government

officials to influence legislation regulations
Investor relations: Maintaining relationships with shareholders and other in the
financial community

Development: public relations with donors or members of not-for-profit

organizations to gain financial or volunteer support.

Product life cycle (PLC)

1-product development begins when the company finds and develops a new
product idea. During product development, sales are zero and
the company’s investment cost mount.

2-introduction is a period of slow sales growth as the product is introduced in the

market. Profits are nonexistent in
this stage because of the heavy expenses of product introduction.

3-Growth is a period of rapid market acceptance and increasing profits.

4-Maturtiy is period of slowdown is sales growth because the product has achieved
acceptance any most potential buyers. Profits level off or decline because of
increased marketing outlays to defend the product against competitions.

5- Decline is the period when sales fall of and profits drop.

Style: a basic and distinctive mode of expression, Fashion: a currently accepted

or popular style in given field, Fed: a temporary period of unusually high ales
driven by consumer enthusiasm and immediate product or brand popularity.

Introduction stage: starts when the news products is first launched .introduction
takes time , and sales growth is apt to be slow, in this stage , as compared with
other stages, profits are negative or low because of the low sales and high
distribution and promotion expenses much money is needed to attract distributors
and build new product and build their inventories , promotion spending is relatively
high to inform consumers of the new product and get them to try it

Growth stage: profits increase during the growth stage, as promotion costs are
spread over a large volume and as unit manufacturing costs fall, the firm uses
several strategies to sustain rapid market growth as long as possible ,it improves
product quality and adds new product features and models, it enters new market
segments and new distribution channels . it shifts some advertising from building
product awareness to building product conviction and purchase and its lower prices
at the right time to attract more buyers .

Maturity stage: at some point a product’s sales growth will slow down , and the
product will enter a maturity stage. this maturity stage is normally lasts longer than
the previous stages , and it poses strong challenges to marketing management .

Decline stage :sales decline for many reasons including technological advances,
shifts in consumer tastes, and increased competition, as sales and profits decline
some firms withdrew form the market ,those remaining may prune their product
offerings , they may drop smaller market segments and marginal trade channels, or
they may cut the promotions budget and reduce their prices further.

Carrying a weak product can be very costly to a firm and not just profits terms.
there are many hidden costs.