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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

The table categorizes objectives into "Informative Advertising," "Persuasive Advertising," and "Reminder Advertising" as given below.

Informative Advertising

Communicating customer value

Suggesting new uses for a product

Building a brand and company image

Informing the market of a price change

Telling the market about a new product

Describing available services and support

Explaining how a product works

Correcting false impressions

Persuasive Advertising

Building brand preference

Persuading customers to purchase now

Encouraging switching to a brand

Creating customer engagement

Changing customer perceptions of product value

Building brand community

Reminder Advertising

Maintaining customer relationships

Reminding consumers where to buy the product

Reminding consumers ...

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Publisher Resources

ISBN: 9780134492513