Future of Advertising

Sven Blom
Chen Li
Klaas-Jan Molendijk
Willem de Ruiter
Chaitu Satbhai

Introduction

What is a advertising? According to Wikipedia:

Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor.

(around 25)

Klaas-Jan:

What is advertising (figure page 539)?
What are the objectives? (e.g. inform, persuade, remind or reinforce)
Why is advertising necessary? (e.g. need to demands, points-of parity and points-of-difference, and see figure on page 558 > Kotler)
How does advertising fit in marketing? (e.g. value delivery process, brand equity, page 537)
What are general qualities of advertisements? (e.g. pervasiveness, amplified expressiveness and impersonality)
Is the role of advertisement changed in the last decades?
What are the available advertisement media types? (e.g. newspaper, TV, internet, radio)
What are the advantages and limitations of these media types?
What are important non-technological trends which affect advertising? (customization, globalization, competition, empowerment, desintermediation)
What is the general advertising process (see page 568)?
How can the Product Life Cycle (intro, growth, maturity, decline) be related to advertising?
How differs advertising of goods from advertising of services?
What affects the advertising budget? (e.g. stage in PLC, frequency, product substitutability, market share, competition)
What can be said about advertising timing? (see page 582, Kotler)

Willem:

Sven:

(to do at monday after class)

Increasing information availebility for consumers (internet comparing)
Increasing knowlodge of consumer (internet reviews, independend users reflection)
Increasing populairity of media on demand

Note: just some ideas, we will work on it on monday!

(yet incomplete)