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Advertising Management

Advertising Management . Advertising Management Process Advertising Message Strategies. Managing Advertising. Formulating Advertising Strategy Setting Objectives Budgeting Creating Ad Messages Selecting Ad Media and Vehicles. Implementing Strategy

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Advertising Management

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  1. Advertising Management Advertising Management Process Advertising Message Strategies

  2. Managing Advertising • Formulating Advertising Strategy • Setting Objectives • Budgeting • Creating Ad Messages • Selecting Ad Media and Vehicles • Implementing Strategy • Dealing with the tactical activities e.g. the time and programmes to air the advertisement • Assessing Effectiveness • Determining the measurements and then whether objectives are achieved

  3. Message Strategies Pelsmacker et al. (2007), Chapter 7

  4. Rational Appeals • Unique Selling Proposition • Identify an important difference that makes a brand unique and then develop an ad claim that competitors either cannot make or have chosen not to make • Comparative Ad • A direct comparative ad explicitly names the comparison brand and claims it is inferior to the advertised brand with a specific attribute

  5. Emotional Appeals • Fear Appeal • Fear appeal ads identify the negative consequences of either not using the advertised brand or engaging in unsafe behaviour

  6. Risk Taxonomy Jacoby and Kaplan (1972), “Components of Perceived Risk in Product Purchase: A Cross-Validation,” Journal of Applied Psychology, 59(3), pp. 287-291

  7. Emotional Appeals • Fear Appeal • The more fear in the ads, the more likely the audiences will be persuaded but only to a certain extent. • The greater the relevance. The lower the fear needed to activate a response LaTour et al. (1993), "To Shock or Energize through Fear Arousal in Print Advertising," American Business Review, 11 (2), 1-6; Janis, I.L. (1967). “Effects of Fear Arousal on Attitude Change: Recent Developments in Theory and Experimental Research,” Advances in Experimental Social Psychology, 4, 166-224.

  8. Emotional Appeals • Erotic Appeal • Sexual ad acts to attract and hold attention for longer, to enhance message recall, and to evoke emotional responses Richmond and Hartman (1982), “Sex Appeal in Advertising," Journal of Advertising Research , 22 (5), pp. 53-61; LaTour et al. (1990). “Female Nudity, Arousal, and Ad Response: An Experimental Investigation,” Journal of Advertising, 19(4), pp. 59-63

  9. Emotional Appeals • Erotic Appeal • Sex sells but it can reduce brand and message recall, it works more significantly for men, and it works mostly with functional and romantic products Smith et al. (1995), “Understanding Responses to Sex Appeals in Advertising: An Individual Difference Approach," Advances in Consumer Research, 22, pp. 735-739

  10. Endorsers • Expert / Consumer Endorsements • positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product Wang (2005), “The Effects of Expert and Consumer Endorsements on Audience Response,” Journal of Advertising Research, 45(4), pp. 402-412

  11. Endorsers • Celebrity Endorsement • stock pries can rise when companies announce celebrity endorsement contracts and to fall when negative publicity reaches the media about a celebrity who endorses one of the company’s brands. Agrawal and Kamakura (1995), “The Economic Worth of Celebrity Endorsers: An Event Study Analysis,” Journal of Marketing, 59(7), pp. 56-62;Therese et al. (2001), “When Bad things Happen to the Endorsers of Good Products,” Marketing Letters, 12(1), pp. 13-24

  12. Endorsers Erdogan et al. (2001), “Selecting Celebrity Endorsers: The Practitioner’s Perspective,” Journal of Advertising Research, 41(3), pp. 39-48

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