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Advertising

Advertising. "It is worth recognizing that the advertising man in some respects is as much a brain alterer as is the brain surgeon but his tools and instruments are different ” Advertising Age 1957.

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Advertising

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  1. Advertising

  2. "It is worth recognizing that the advertising man in some respects is as much a brain alterer as is the brain surgeon but his tools and instruments are different” • Advertising Age 1957

  3. “The proliferation and the intrusion of various media into the every day lives of the citizenry make advertising environmental in nature, persistently encountered and involuntarily experienced by the entire population. It surrounds us no matter where we turn intruding into our communication media, our street and our homes.” Journal of Marketing 1986

  4. Advertising Objectives:Not Always About Sales • Institutional Advertising: Build goodwill or image • Advocacy: Taking a position on an issue • Budweiser: “Drink Responsibly” • Harley: “Take it Easy”

  5. Advertising Objectives:Competitive • Informative: New Product Category (remember primary demand?)

  6. Advertising Objectives:Competitive • Informative • Persuasive: selective demand stimulation

  7. Advertising Objectives:Competitive • Informative • Persuasive • Reminder

  8. Advertising Strategy • Message Strategy • USP: creative concept • Meaningful • Believable • Distinctive

  9. Advertising Strategy • Media • Reach • Frequency • Impact: National Enquirer vs. Anything Else…

  10. Media • Television: • Advantages: mass market, motion, sound, sight, low cost per exposure • Disadvantages: short life (fleeting), high absolute costs, limited selectivity

  11. Media • Newspapers: • Advantages: local market selectivity, credibility, timely • Disadvantages: short life, poor reproduction quality

  12. Media • Magazines • Advantages: selectivity, pass-along, quality images • Disadvantages: lead time, high cost

  13. Media • Outdoor • Advantages: frequency, geographic selectivity, low cost • Disadvantages: little selectivity, creative limits

  14. Media • Radio: • Advantages: local market acceptance, geographic and demographic selectivity, low cost • Disadvantages: audio only, fleeting, zapping

  15. Media • On-line and other interesting stuff • Harley Creed

  16. Message Execution • Slice of life

  17. Message Execution • Lifestyle: Active lifestyle?

  18. Message Execution • Fantasy • Mood or image: Humor? Fear? • Scientific evidence • Endorsement: Credibility?

  19. Evaluating Advertising • Consider Objectives • Sales? • Communications?

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