CHAPTER SEVENTEEN

1. CHAPTER SEVENTEEN ADVERTISING

2. ADVERTISING

3. The nature of Advertising We learned from the prior chapter that advertising� A persuasive message Carried by a non-personal medium Paid for by an identified sponsor. One way communication Lack of direct feedback Supports other promotional efforts

5. Product vs Institutional advertising Product advertising Persuade you to buy a specific product, service and brand. A direct-action advertisement Sometimes indirect-action or �soft sell� Institutional advertising Promote an organizational image Stimulate generic demand for a product category Build goodwill for an industry

6. Advertising planning and development process

9. Communication goals for advertising Broad communication objectives include... Generate understanding To be understood To be believed To be remembered

10. SPECIFIC ADVERTISING OBJECTIVES Increase product consumption Generate sales leads Increase brand awareness Increase repeat purchases Support personal selling efforts

11. ADVERTISING OBJECTIVES

12. Advertising objectives and the product life cycle Pre-introduction General promotional objectives Advertising strategy Define objectives and plan promotional campaign Screen concepts, create advertisements, and plan media selection

13. Advertising objectives and the product life cycle Growth General promotional objectives Advertising strategy Primary objective of message Create product acceptance and brand preference Emphasize advantages of product and brand Persuasive communications

14. Advertising objectives and the product life cycle Maturity General promotional objectives Advertising strategy Primary objective of message Maintain and enhance brand loyalty; convert buyers Reminder and emotional advertising; stimulate repeat purchases Reminder communications

15. Advertising objectives and the product life cycle Decline General promotional objectives Advertising strategy Phase product out Minimal advertising; emphasis on low price to reduce inventory

16. Creative strategy

17. The Appeal The central idea of an advertising message is referred to as the advertising appeal Try to create an distinctive positional promotional campaign Specifically describes an answer to a customer�s problem Objective appeals Emotional appeals Combination of objective and emotional

19. How to say it Execution of the appeal Story line Product uses Problem solutions Slice of life Demonstration Comparative advertising Testimonial Lifestyle Still life Association Montage Jingle Animation

20. Producing an Effective Advertisement for print, broadcast or electronic media Copy: The Verbal Appeal Art: The Visual Appeal Auditory Appeal

21. Media selection Media selection strategy involves� The message you wish to transmit The audience you wish to reach The effect you wish to have The budget for this effort

22. Media selection Which media will efficiently get the message to the desired audience? What scheduling of these media will neither bore people with too-frequent repetition of the message nor let too many people forget the message.

24. WHICH MEDIA? Demonstration or visual comparison Lengthy explanation of sales points Reminder of package identification

25. Commonly used media include Newspapers Magazines Radio Television Direct mail Internet Point-of-purchase Directories Outdoor

30. What is scheduling? Media planners must not only select the general media category but also the exact vehicle, placement within that vehicle, size, reach and frequency.

32. Electronic interactive media Provides a consumer proactive environment Effectively provides large amounts of information Use of web sites and banners as hypertext links Marketers with web sites have the ability to track consumers that visit their site. Cookies placed on users� computers Creation of customer databases Collection of email addresses

33. Electronic interactive media Consumers are beginning to use �smart agent software� that searches the Internet for products or services. Marketers are beginning to expand their web sites beyond sales� Research Product testing Employee recruitment

37. Direct marketing with data bases One of the fastest growing advertising media is direct marketing via telephones, catalogs, FAX, E-mail and computers. Their key to success is effective and efficient data bases, often times narrowcasting to a specific individual. This ability to identify individual needs and wants have raised major questions concerning privacy rights!

38. Measuring the effectiveness of advertising Pretesting advertisements Focus groups Mall intercepts In home projection tests Trailer tests Posttesting advertisements Recognition and recall (aided or unaided) Noted, associated and read most readership Pre and post surveys Inquiries generated

39. Ethical issues in advertising Deceptive and misleading information Missing or false information Bait and switch advertising Excessive puffery Public standards What products cannot be advertised in certain media or at certain times Role stereotyping Often philosophical issues

40. Ethical issues in advertising Special Issue: Advertising to children Violence Sex Bad nutrition Negative role models Trick photography Encourage materialism