nonpersonal selling of a specific product. An example is a regular television commercial promoting a soft drink. The primary purpose of the advertisement is to promote the specific soft drink, not the entire soft-drink line of a company.
Thus, informational advertising is used early in the product life cycle.
List and describe the three forms of informational efficiency?
Institutional advertising takes a broad approach to advertising, concentrating on the benefits, concept, idea, or philosophy of a particular industry.
Continuity advertising is a strategy to keep current customers using a particular product.
Frequency refers to the average number of times that an average consumer is exposed to the advertising campaign.
Reach refers to the percentage of customers in the target market who are exposed to the advertising campaign for a given period.
Companies subscribe to this advertising objective when they want to get back former users of their product brand.
Advertising can take a number of forms, including advocacy, comparative, cooperative, direct mail, informational, institutional, outdoor, persuasive, product, reminder, point-of-purchase, and specialty advertising.
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Advertising agencies are independent businesses that evolved to develop, prepare, and place advertising in advertising media for sellers seeking to find customers for their goods, services, and ideas (American Association of Advertising Agencies, 2000).
Point-of-purchase advertising uses displays or other promotional items near the product that is being sold.
Advocacy advertising is normally thought of as any advertisement, message, or public communication regarding economic, political, or social issues.