A specific communication task to be accomplished with a specific target audience during a specific period of time.
Classified by their primary puropse 1. inform 2. persuade, 3. remind
Used when introducing a new product category. Builds primary demand. ex. early producers of DVD players first had to inform consumers of the image quality and convenience benefits
Comparative Advertising- directly or indirectly compares the brand with one or more other brands
becomes more important as competition increases. builds selective demand ex. DVD players became established, then Sonytried to persuade consumers that its brand offered the best quality for their money
Important for mature products, helps maintain customer relationships and keeps customers thinking about the product. ex. Expensive coa-cola tv ads primarily build and maintain brand relationship rather than inform or persuade customers to buy in the short run.