Marketing - Standalone book
13th Edition
ISBN: 9781259573545
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Question
Chapter 18, Problem 1AMK
Summary Introduction
To differentiate: Competitive product advertising from competitive institutional advertising.
Introduction:
An advertisement is an announcement that is made in public to promote a product or service through television ads, radio ads, and advertising campaigns.
Expert Solution & Answer
Explanation of Solution
Difference between competitive product and competitive intuitional advertising:
Competitive product advertising:
This advertising promotes the specific features of a brand and its benefits. For example, this ads may highlight the advantages of Company P versus other brand like Brand T.
Competitive institutional advertising:
This type of advertisement is used by the product class than brand level. For example, this type of advertisement shows benefits of eating pizza over sandwich.
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Chapter 18 Solutions
Marketing - Standalone book
Ch. 18.1 - Prob. 18.1LOCh. 18.1 - Prob. 18.1LRCh. 18.1 - Prob. 18.2LRCh. 18.2 - Prob. 18.2LOCh. 18.2 - Prob. 18.3LRCh. 18.2 - Prob. 18.4LRCh. 18.3 - Prob. 18.3LOCh. 18.3 - Prob. 1MRDCh. 18.3 - Prob. 18.5LRCh. 18.3 - Prob. 18.6LR
Ch. 18.3 - Prob. 18.7LRCh. 18.3 - Prob. 18.8LRCh. 18.3 - Prob. 18.9LRCh. 18.4 - Prob. 18.4LOCh. 18.4 - Prob. 18.10LRCh. 18.4 - Prob. 18.11LRCh. 18.4 - Prob. 18.12LRCh. 18.5 - Prob. 18.5LOCh. 18.5 - Prob. 18.13LRCh. 18.5 - Prob. 18.14LRCh. 18 - Prob. 1AMKCh. 18 - Prob. 2AMKCh. 18 - Prob. 3AMKCh. 18 - Prob. 4AMKCh. 18 - Prob. 5AMKCh. 18 - Prob. 6AMKCh. 18 - Prob. 7AMKCh. 18 - Prob. 8AMKCh. 18 - Prob. 9AMKCh. 18 - Prob. 10AMKCh. 18 - Prob. 11AMKCh. 18 - Prob. 1BYMPCh. 18 - Prob. 2BYMPCh. 18 - Prob. 3BYMPCh. 18 - Prob. 1VCCh. 18 - Prob. 2VCCh. 18 - Prob. 3VCCh. 18 - Prob. 4VC
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