© 2006 mcgraw-hill companies, inc., mcgraw-hill/irwinslide 19-6 types of advertisements advertising...
TRANSCRIPT
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-6
TYPES OF ADVERTISEMENTS
• Advertising
• Product Advertisements
Competitive (or Persuasive)
Pioneering (or Informational)
Comparative
Reminder
Reinforcement
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-8
ADVERTISEMENT 19-AADVERTISEMENT 19-A Pioneering product advertisement: iMac
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-17
TYPES OF ADVERTISEMENTS
• Institutional Advertisements
Pioneering Institutional
Advocacy
Competitive Institutional
Reminder Institutional
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-19
ADVERTISEMENT 19-EADVERTISEMENT 19-E Institutional advocacy advertisement: Motion Picture Association of America, Inc.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-27
DEVELOPING THEADVERTISING PROGRAM
• Identifying the Target Audience
• Setting the Advertising Budget
• Specifying Advertising Objectives
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-28
FIGURE 19-1 FIGURE 19-1 Super Bowl, super dollars, super audience
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-29
Sierra Mist Why advertise during the Super Bowl?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-31
DEVELOPING THEADVERTISING PROGRAM
• Designing the Advertisement
Message Content
• Fear Appeals
• Sex Appeals
• Humorous Appeals
Creating the Actual Message
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-32
Partnership for a Drug Free America What is the appeal and purpose of this ad?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ETHICS AND SOCIAL RESPONSIBILITY ALERT
Who Decides What Is“Appropriate” Advertising?
Slide 19-35
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-39
FIGURE 19-A FIGURE 19-A Top 15 advertising slogans of the century
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-40
FIGURE 19-B FIGURE 19-B Top 10 advertising icons of the century
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-43
DEVELOPING THEADVERTISING PROGRAM
• Selecting the Right Media
Advertising Media
• Maximizing Exposure
Choosing a Medium and a Vehicle within That Medium
• Minimizing Costs
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-44
FIGURE 19-2 FIGURE 19-2 U.S. advertising expenditures, by category (in millions of dollars)
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-45
DEVELOPING THEADVERTISING PROGRAM
• Selecting the Right Media
Basic Terms
• Frequency
• Gross Rating Points (GRPs)
• Reach
• Rating
• Cost per Thousand (CPM)
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-46
FIGURE 19-3 FIGURE 19-3 The language of the media buyer
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-47
DEVELOPING THEADVERTISING PROGRAM
• Different Media Alternatives
Television
• Wasted Coverage
• Digital Video Recorders (DVRs)
• Out-of-Home TV
• “Spot” Ads
• Infomercials
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-48
FIGURE 19-4 FIGURE 19-4 Advantages and disadvantages of major advertising media
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-51
DEVELOPING THEADVERTISING PROGRAM
• Different Media Alternatives
Radio
Magazines
Newspapers
Yellow Pages
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-59
DEVELOPING THEADVERTISING PROGRAM
• Different Media Alternatives
Internet
• Rich Media
• Online Advertising Options
• Permission-Based Advertising
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-62
DEVELOPING THEADVERTISING PROGRAM
• Different Media Alternatives
Outdoor
• Billboards
• Transit Advertising
• Place-Based Media
Other Media
Selection Criteria
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-65
DEVELOPING THEADVERTISING PROGRAM
• Scheduling the Advertising
Buyer Turnover
Purchase Frequency
Forgetting Rate
Continuous (Steady) Schedule
Flighting (Intermittent) Schedule
Pulse (Burst) Schedule
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-69
EXECUTING THEADVERTISING PROGRAM
• Pretesting the Advertising
Portfolio Tests
Jury Tests
Theater Tests
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-70
EXECUTING THEADVERTISING PROGRAM
• Carrying Out the Advertising Program
Full-Service Agency
Limited-Service Agencies
In-House Agencies
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FIGURE 19-5 FIGURE 19-5 Alternative structures of advertising agencies used to carry out the advertising program
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-72
EVALUATING THEADVERTISING PROGRAM
• Posttesting the Advertising
Aided Recall (Recognition-Readership)
Unaided Recall
Attitude Tests
Inquiry Tests
Sales Tests
• Making Needed Changes
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-76
SALES PROMOTION
• Consumer-Oriented Sales Promotion
Coupons
Deals
Premiums
• Self-Liquidating
Contests
Sweepstakes
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-77
FIGURE 19-6 FIGURE 19-6 Sales promotion alternatives
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 19-80
SALES PROMOTION
• Consumer-Oriented Sales Promotion
Samples
Loyalty Programs
Point-of-Purchase Displays
Rebates
Product Placement
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SALES PROMOTION
• Trade-Oriented Sales Promotion
Allowances and Discounts
Cooperative Advertising
• Merchandise Allowance
• Case Allowance
• Finance Allowance
Training of Distributors’ Salesforces
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PUBLIC RELATIONS
• Publicity Tools
News Release
News Conference
Public Service Announcements (PSAs)
Personal Appearance/Visibility
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INCREASING THE VALUEOF PROMOTION
• Building Long-Term Relationships with Promotion
• Self-Regulation