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Launch your PollEV session: Text : UWMBUSINESS to 37607

Launch your PollEV session: Text : UWMBUSINESS to 37607. *Text LEAVE at the end of class*. Alternate #: (747) 444-3548. Questions?. Wednesday. We will be all done! No lecture I will be in my office ( lubar s397) Last opportunity to earn some points!. Final Exam: To do or not to do??.

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Launch your PollEV session: Text : UWMBUSINESS to 37607

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  1. Launch your PollEV session: Text: UWMBUSINESS to 37607 *Text LEAVE at the end of class* Alternate #: (747) 444-3548

  2. Questions?

  3. Wednesday • We will be all done! No lecture • I will be in my office (lubar s397) • Last opportunity to earn some points!

  4. Final Exam: To do or not to do??

  5. Integrated Marketing Communications (IMC) Sales Promotions

  6. The communication process

  7. The communication process

  8. The communication process

  9. Know when to use which tool The Fourth ‘P’: Advertising, PR, and Sales Promotions Ref: Text, chapter 19

  10. The AIDA Model

  11. Coupons or Sales/discounts?

  12. The AIDA Model

  13. In this topic, we will: • Describe the steps in designing and executing an ad campaign • Identify 3 objectives of advertising • Describe the different ways that advertisers appeal to consumers • Identify the various types of media • Identify agencies that regulate advertising • Describe the elements of a PR toolkit • Identify the various types of sales promotions

  14. Advertising • Advertising: a paid form of communication, delivered through media, from an identifiable source, designed to persuade the receiver to take some action, now or in the future • Represents an enormous industry ($570B worldwide). Present everywhere!

  15. Advertising • Advertising is not free • Must be carried by some medium • It is persuasive in its intent – it desires that the receiver take some action • Legally, the source of the message must be known The SENDER/ ADVERTISER

  16. 4thP: Mediated, Face-to-face “PRODUCT” (Value) M E D I A Seller Buyer VALUE

  17. Advertising, since it’s paid for, and persuasive in its intent, has to be clearly identified. So that readers/ viewers can discern between information intended to inform/entertain them, and information intended to persuade them

  18. Advertising • Advertising is not free • Must be carried by some medium • It is persuasive in its intent – it desires that the receiver take some action • Legally, the source of the message must be known The SENDER/ ADVERTISER

  19. Steps in planning and executing an Ad Campaign Convey the message

  20. Step 1: Identify target audience • The success of an ad program depends on how well the advertiser can identify its target audience. • Research, set tone, pick media • Note that the audience may not be the same as the target market

  21. Step 2: Set advertising objectives • All ad campaigns aim to achieve certain broad objectives: to inform, persuade, and remind consumers, so you can have informative, persuasive, or reminder advertising General Objectives Specific

  22. Product Life Cycle

  23. Informative ad example

  24. Persuasive ad example

  25. Reminder ad example

  26. Step 2: Set advertising objectives • *Each campaign’s objectives must be specific and measurable (e.g., “increase brand awareness among the target market by 50% within 6 months”) General Objectives Specific

  27. Step 2: Set advertising objectives • Focus of Ads: • Product-focused adsinform, persuade, or remind consumers about a SPECIFIC PRODUCT (i.e. BRAND) • Institutional ads promote a company, organization, business, or institution. they are NOT intended to sell a particular product • Public service advertising (PSA) focuses on public welfare and the betterment of society (a form of social marketing).

  28. PSA Example

  29. Institutional Ad Example

  30. Product-focused Ad Example

  31. Steps in planning and executing an Ad Campaign Convey the message

  32. Step 4: Convey the message • First, determine the key message to communicate to the target audience • Provide reasons to respond in the desired way • Tout the key benefits – it’s problem-solving ability in a compelling manner • Differentiate a product by its USP (unique selling proposition)

  33. An ad that does all 3 things very well

  34. Step 4: Convey the message • Second, decide what appeal would most effectively convey the message • Informational appeals help consumers make purchase decisions by offering fact-based information that encourages them to evaluate the brand favorably on the basis of the key benefits

  35. Step 4: Convey the message • Second, decide what appeal would most effectively convey the message • Emotional appeals aim to satisfy consumers’ emotional desires (rather than utilitarian needs). • Use emotions to create a bond between the consumer and the brand

  36. Step 5: Evaluate and select the media • Media planning refers to the process of evaluating and selecting the media mix – the combination of the media used and the frequency of advertising in each medium

  37. Types of media available for advertising

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