7/28/2019 Chap 7 Advertising

1/10

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

Advertising

.

.

.

.

.

.

7/28/2019 Chap 7 Advertising

2/10

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

European advertising expenditures 2004

Table 7.1 European advertising expenditures 2004Source: IP Peaktime, Television Key Facts 2004 (www.ipb.be)

7/28/2019 Chap 7 Advertising

3/10

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

Types of advertising

Table 7.2 Types of advertising

7/28/2019 Chap 7 Advertising

4/10

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

Stages in campaigndevelopment

Figure 7.1 Stages in campaign development

7/28/2019 Chap 7 Advertising

5/10

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

The creative brief

Figure 7.2 The creative brief

7/28/2019 Chap 7 Advertising

6/10

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

The Creative Brief

Target : 1 or 2 lines

Communication goals : 3 lines

USP = promise = consumer benefit = USP

Reason whys

Tone of voice

7/28/2019 Chap 7 Advertising

7/10

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

Rational and emotionaladvertising formats

Table 7.3 Creative advertising appeals, advertising formats and endorsers

Slid 7

7/28/2019 Chap 7 Advertising

8/10De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

Advertising information types

Table 7.4 Resnik and Sterns information classificationBased on: Abernethy, A.M. and Franke, G.R. (1996), The Information Content of Advertising: A Meta-Analysis, Journal of Advertising, 25(2), 117

Slid 7

7/28/2019 Chap 7 Advertising

9/10De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

Most frequently usedinformation cues in advertising

Figure 7.3 Most frequently used information cues in advertisingBased on: Abernethy, A.M. and Franke, G.R. (1996), The Information Content of Advertising: A Meta-Analysis, Journal of Advertising, 25(2), 117

Slid 7

7/28/2019 Chap 7 Advertising

10/10De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd

Edition Pearson Education Limited 2007

Slide 7.

Integrating advertising in IMC

Reinforce sponsorship campaignsUse events and celebrities in advertising

Capitalize on product placement

Shareholder meetings, press releases can bereferred to in advertising

Sales promotions can be announced in ads

Advertising can build traffic for websites.