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Chapter 15

Chapter 15. Advertising Strategy. The Nature of Advertising. Promotes goods, services and ideas using mass media. Product advertising Direct-action advertisement Institutional advertising Promote organizational image Stimulate product category demand Goodwill. Specific advertising

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Chapter 15

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  1. Chapter 15 Advertising Strategy

  2. The Nature of Advertising • Promotes goods, services and ideas using mass media. • Product advertising • Direct-action advertisement • Institutional advertising • Promote organizational image • Stimulate product category demand • Goodwill

  3. Specific advertising objectives Advertising budget Creative strategy Media selection Advertising production Advertising execution and evaluation Planning and developingAdvertising Campaigns Marketing strategy

  4. The Creative Strategy The Appeal – What should be said • What the product/service offers • Why customer should buy the offer • Sex appeal • Lifestyle compatible • Problem solving • Themes • Positioning

  5. The Creative Strategy Execution of Appeal Need to consider: • Spokesperson • Emotional tone • Situation • Creative platform – style of how the message is delivered.

  6. The Creative Strategy Execution of the appeal • Story line • Product uses • Problem solutions • Slice of life • Demonstration • Comparative advertising • Testimonial • Lifestyle • Fear • Humour • Sex Appeal • Jingle

  7. Animation • Originally only used by firms with a small advertising budget • Use has increased due to computer graphics technology. • Rotoscoping. • Clay animation. • Some Web sites to explore • Http://www.greengiant.com • Http://www.doughboy.com

  8. Humor Appeal http://www.exterminating.com

  9. Dramatization/ Fear Appeal This ad reminds people of the dangers of overexposure to the sun.

  10. Media Selection • Reach: a measure of the percentage of people in the target market exposed to the ad campaign in a given period • Frequency: a measure of how many times the average person in the target market is exposed to the message • Television • Radio • Transit • Billboard • Internet • Magazines • Newspapers • Direct Mail • Alternate Media – shirts, caps, fax, yellow pages, self-run ads, movies, free-standing road signs, carry-home menus, pop displays

  11. Alternative Media Venues Cinema Product placement In-tunnel, subway Parking lot/street Escalator - http://www.lolanewyork.com/articles/escalator-advertising--march-10 Airline in-flight Leaflets and brochures Carry home menus Carry home bags Clothing Mall signs Kiosks

  12. Evaluation of Advertising Effectiveness • Concept testing – pre advertising efforts • Focus groups commonly used • Post-testing Advertisements • Measuring brand recall and recognition • Measuring changes in attitudes about a product • Generating inquiries about the products • Sales/visits – pre vs. post advertising affects.

  13. Final Exam • Will consist of chapters 5, 8-15. Chapters 5 and 8 were chapters that we studied before the mid-term. • Format: • Multiple choice • Short answer • Small case/Application – will be expected to perform a SWOT analysis, and answer any relevant questions (short and discussion questions) associated with the case and tied to course concepts.

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