Future of Advertising
Group Members
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.
Research questions
(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:
- What is the impact of Internet on advertising?
- Which parties are involved concerning advertising?
- What are the forms of advertising?
- What's the people's perception related to advertising?
Driving Forces
(to do at monday after class)
References
(yet incomplete)