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Copyright 2000 Prentice Hall17-1
Chapter 17
Advertising
Copyright 2000 Prentice Hall17-2
What is Advertising? Advertising is nonpersonal
communication paid for by an identified sponsor using mass media to persuade or inform an audience.
Advertising allows an organization to:– communicate its message in a favorable
way, and– repeat the message as often as it deems
necessary to have an impact on receivers.
Copyright 2000 Prentice Hall17-3
Types of Advertising
Product Advertising– Message focuses on
a specific good or service such as Airwalk shoes.
– Purposes:» Education » Emphasis on features» Reminder
Institutional Advertising– Message that
promotes the activities, “personality,” or point of view of an organization or company such as California Raisins.
Copyright 2000 Prentice Hall17-4
Account ManagementDevelops Campaign’s
Strategy for Client
Account ManagementDevelops Campaign’s
Strategy for Client
Specialists Who Create Advertising Campaigns
Creative ServicesDreams Up and Produce
the Ads
Creative ServicesDreams Up and Produce
the Ads
Media PlanningDetermines Effective
Communication Vehicles
Media PlanningDetermines Effective
Communication Vehicles
Research & Marketing Services
Collect and Analyze Information to Help Develop a
Strategy
Research & Marketing Services
Collect and Analyze Information to Help Develop a
Strategy
An Advertising Campaign is a Coordinated, Comprehensive Plan that Carries Out Promotion Objectives and Results in a Series of
Advertisements Placed in Media Over a Period of Time.
Copyright 2000 Prentice Hall17-5
Identify the Target MarketIdentify the Target Market
Establish Message and Budget ObjectivesEstablish Message and Budget Objectives
Design the AdDesign the Ad
Pretest What Will be SaidPretest What Will be Said
Choose the MediaChoose the Media
Developing the Advertising Campaign
Copyright 2000 Prentice Hall17-6
Setting Message GoalsSetting Message Goals
Setting Budget GoalsSetting Budget Goals
Increasing Brand
Awareness
Increasing Brand
Awareness Increasing Salesby a CertainPercentage
Increasing Salesby a CertainPercentage
Changing the Image of a
Product
Changing the Image of a
Product Recognizing a Need for the
Product
Recognizing a Need for the
Product
Establish Message and Budget Objectives
Copyright 2000 Prentice Hall17-7
Unique Selling Proposition
Unique Selling Proposition
HumorousAppeals
HumorousAppeals
Fear AppealsFear Appeals
ComparativeAdvertising
ComparativeAdvertising
DemonstrationDemonstration
TestimonialTestimonial
Design the Ad
Advertising Appeals
Slice-of-LifeSlice-of-LifeLifestyleLifestyle
Sex AppealsSex Appeals
Copyright 2000 Prentice Hall17-8
Pretest What Will be Said
Pretesting is a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they are placed in the media.
Copy testing measures the effectiveness of ads through such techniques as:– Concept testing– Test commercials– Finished testing.
Copyright 2000 Prentice Hall17-9
Choose the Media
Types of Media:Where to
Say It
Types of Media:Where to
Say It
Computer MediaComputer Media TelevisionTelevision
Out-of-Home MediaOut-of-Home Media RadioRadio
MagazinesMagazines
DirectoriesDirectories NewspaperNewspaper
Copyright 2000 Prentice Hall17-10
Media Scheduling: When to Say It
A media schedule specifies the exact media to use, when, and how often the message should appear.
Assess advertising exposure - degree to which the target market will see an advertising message in a specific medium and depends on the following two factors:
Reach– Frequency
Copyright 2000 Prentice Hall17-11
Continuous ScheduleSteady Stream of Advertisinge.g. shampoo
Continuous ScheduleSteady Stream of Advertisinge.g. shampoo
FlightingAdvertising Appears in Short,
Intense Bursts AlternatingWith Periods of Little or
No Activity
FlightingAdvertising Appears in Short,
Intense Bursts AlternatingWith Periods of Little or
No Activity
Pulsing ScheduleVaries Adverting Depending
on Product Demande.g. suntan lotion
Pulsing ScheduleVaries Adverting Depending
on Product Demande.g. suntan lotion
Media Scheduling:How Often to Say It?
Copyright 2000 Prentice Hall17-12
Evaluating Advertising
Posttesting is research conducted on consumers’ responses to actual advertising messages they have seen or heard.
Three ways to measure the impact of an advertisement are:– Unaided recall– Aided recall– Attitudinal measures.
Copyright 2000 Prentice Hall17-13
Erosion of Brand LoyaltyErosion of Brand Loyalty
Technology Gives Power Back to the PeopleTechnology Gives Power Back to the People
Greater Emphasis on Point-of-Purchase FactorsGreater Emphasis on Point-of-Purchase Factors
The Rules Are ChangingThe Rules Are Changing
The Advertising Environment is ClutteredThe Advertising Environment is Cluttered
Some Consumers Are Turned Off by AdvertisingSome Consumers Are Turned Off by Advertising
Challenges Facing the Advertising Industry
Copyright 2000 Prentice Hall17-14
Global ReachEstablishing Brand Images Globally
Global ReachEstablishing Brand Images Globally
DiversityReflecting Cultural Diversity of Target
Markets
DiversityReflecting Cultural Diversity of Target
Markets
TechnologyCustomizing Advertising to Customer
Preferences
TechnologyCustomizing Advertising to Customer
Preferences
How the Advertising Industry is Meeting the Challenges
Copyright 2000 Prentice Hall17-15
Chapter Summary Tell what advertising is and describe the major types
of advertising. Describe the major players in the advertising
process. Tell how advertisers develop an advertising
campaign. Describe the major advertising media and the
important considerations in media planning. Explain how advertisers evaluate the effectiveness
of the campaign. Discuss the challenges facing advertising.