A brand is greatly shaped and impacted by advertising. List five ...

[Sufayan.ah]

A brand is greatly shaped and impacted by advertising. List five ways in which advertising influences brand management and explain each of them briefly.

Question 2

Which promotional tool is used primarily to create excitement and generate business for a service organization in the short run?
 a. Advertising
  b. Personal selling
  c. Public relations
  d. Sales promotion
  e. All of these tools are used primarily to create excitement and generate business for a service organization in the short run.

[SeanoH09]

Answer to Question 1

Advertising can affect a brand in five broad ways:

By informing and persuading: Target audiences can learn about a brand's features
and benefits through advertising. No other variable in the marketing mix is designed to accomplish this communication.

By introducing new brands or brand extensions: Advertising is absolutely critical when organizations introduce a new brand or extensions of existing brands to the market.When brand extensions are brought to market, advertising and IBP play a key role in attracting attention to the brandso much so that researchers now suggest
that managers should favor the brand extension with a greater allocation of the ad budget. This is often accomplished with advertising working in conjunction with other promotional activities such as sales promotions and point-of purchase displays.

By building and maintaining loyalty among consumers: Loyalty to a brand is one of the most important assets a firm can have. Brand loyalty occurs when a consumer repeatedly purchases the same brand to the exclusion of competitors' brands. Even though brand features are the most important influence on building and maintaining brand loyalty, advertising plays a key role in the process as well. Advertising reminds consumers of those brand featurestangible and intangible.

By creating an image and meaning for a brand: Advertising can communicate how a brand fulfills needs and desires and therefore plays an important role in attracting customers to brands that appear to be useful and satisfying. It can also help link a brand's image and meaning to a consumer's social environment and to the larger culture, and in this way, advertising can actually deliver a sense of personal connection for
the consumer.

By building and maintaining brand loyalty within the trade: Wholesalers, retailers, distributors, and brokers can favor one brand over others given the proper support from a manufacturer. Advertising and particularly advertising integrated with other brand promotions is an area where support can be given.

Answer to Question 2

d