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chapter
Chapter 15 Version 6e
Learning Objectives
1. Discuss the effect of advertising on market share and consumers.
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2. Identify the major types of advertising. 3. Discuss the creative decisions in developing an advertising campaign.
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Learning Objective
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Advertising
U.S. advertising spending exceeds $215 billion per year Industry employs only 272,000 Ad budgets of some firms exceed over $2 billion per year
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Chapter 15 Version 6e
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Learning Objective
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Designed to enhance a companys Designed to enhance a companys image rather than promote a image rather than promote a particular product. particular product. Designed to tout the benefits of a Designed to tout the benefits of a specific good or service. specific good or service.
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Product Advertising
Pioneering Pioneering
Stimulates primary demand for new product or category
Competitive Competitive
Influence demand for brand in the growth phase of the PLC. Often uses emotional appeal. Compares two or more competing brands product attributes. Used if growth is sluggish, or if competition is strong.
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Comparative Comparative
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Learning Objective
Discuss the creative decisions in developing an advertising campaign
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Advertising Campaign
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
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Define the Time Define the Time Frame for Change Frame for Change
Creative Decisions
Identify Identify Product Benefits Product Benefits
Develop and Evaluate Develop and Evaluate Advertising Appeals Advertising Appeals Execute Execute the Message the Message Evaluate the Evaluate the Campaigns Effectiveness Campaigns Effectiveness
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Advertising Appeal
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Appeals to body-conscious or health seekers Appeals to body-conscious or health seekers Used in selling cosmetics and perfumes Used in selling cosmetics and perfumes Social embarrassment, old age, losing health Social embarrassment, old age, losing health Reason for use of celebrity spokespeople Reason for use of celebrity spokespeople Used for fast foods and microwave foods Used for fast foods and microwave foods Key to advertising vacations, beer, parks Key to advertising vacations, beer, parks
Vanity and egotism Used for expensive or conspicuous items Vanity and egotism Used for expensive or conspicuous items Environmental Environmental Centers around environmental protection Centers around environmental protection Consciousness 6e Chapter 15 Version 2002 South-Western 19 Consciousness
Desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
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DemonDemonstration stration
Spokesperson/ Testimonial
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Describe media evaluation and selection techniques.
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Media Types
Newspapers Newspapers Magazines Magazines Radio Radio Television Television
Newspapers
Advantages Advantages Year-round readership Geographic selectivity Immediacy High individual market coverage Short lead time
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Disadvantages Disadvantages Limited demographic selectivity Little color May be expensive Low pass-along rate Clutter Mass market medium
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Cooperative Advertising
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand.
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Magazines
Advantages Advantages
Good reproduction Demographic selectivity Regional/local selectivity Long advertising life High pass-along rate
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Disadvantages Disadvantages
Higher cost per contact Long-term advertiser commitments Slow audience build-up Limited demonstration capabilities Lack of urgency Long lead time
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Radio
Advantages Advantages
Selectivity and audience segmentation Immediate and portable Geographic flexibility Entertainment carryover Short-term ad commitments
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Disadvantages Disadvantages
No visual treatment Short advertising life High frequency to generate retention Commercial clutter Background distractions
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Television
Advantages Advantages
Wide diverse audience Low cost per thousand Creative and demonstrative Immediacy of messages Entertainment carryover Demographic selectivity with cable
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Disadvantages Disadvantages
Short life of message Expensive with high campaign cost Little demographic selectivity with network Long-term advertiser commitments Long lead times Clutter
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Outdoor Media
Advantages Advantages High exposure frequency Moderate cost Flexibility Geographic selectivity Broad, diverse market
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Disadvantages Disadvantages Short message Lack of demographic selectivity High noise level
Difficult to measure ad effectiveness and ROI Ad exposure relies on click through Not all consumers have access to internet
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Alternative Media
Fax Machines Fax Machines Video Shopping Carts Video Shopping Carts Examples of Examples of Alternative Media Alternative Media Computer Computer Screen Savers Screen Savers Interactive Kiosks Interactive Kiosks Ads in Ads in Movies and Videos Movies and Videos
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Factors Factors Influencing Influencing Media Mix Media Mix Decisions Decisions
Reach Reach
Frequency Frequency
The cost of reaching one The cost of reaching one member of the target market. member of the target market. The number of target consumers The number of target consumers exposed to a commercial at least exposed to a commercial at least once during a time period. once during a time period. The number of times an individual The number of times an individual is exposed to a message during a is exposed to a message during a time period. time period. The ability of an advertising The ability of an advertising medium to reach a precisely medium to reach a precisely defined market. defined market.
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Media Scheduling
Continuous Media Schedule Continuous Media Schedule
Flighted Media Schedule Flighted Media Schedule Pulsing Media Schedule Pulsing Media Schedule
Media Scheduling
Continuous Continuous Media Schedule Media Schedule Flighted Flighted Media Schedule Media Schedule Pulsing Pulsing Media Schedule Media Schedule Seasonal Seasonal Media Schedule Media Schedule
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Advertising is run steadily Advertising is run steadily throughout the period. throughout the period. Advertising is run heavily every Advertising is run heavily every other month or every two weeks. other month or every two weeks. Advertising combines continuous Advertising combines continuous scheduling with flighting. scheduling with flighting. Advertising is run only when the Advertising is run only when the product is likely to be used. product is likely to be used.
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Learning Objective
Discuss the role of public relations in the promotional mix.
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Public Relations
The Role of The Role of Public Relations Public Relations
Evaluates public Evaluates public attitudes attitudes Identifies issues Identifies issues of public concern of public concern
Executes Executes programs to gain programs to gain public public acceptance acceptance
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Crisis Management
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