chapter 15 advertising strategy. the nature of advertising promotes goods, services and ideas using...
DESCRIPTION
Advertising execution and evaluation Advertising execution and evaluation Marketing strategy Marketing strategy Specific advertising objectives Specific advertising objectives Advertising budget Advertising budget Creative strategy Creative strategy Media selection Media selection Advertising production Advertising production Planning and developing Advertising CampaignsTRANSCRIPT
Chapter 15
Advertising Strategy
The Nature of Advertising
Promotes goods, services and ideas using mass media.
Product advertising Direct-action advertisement
Institutional advertising Promote organizational image Stimulate product category demand Goodwill
Advertising execution and evaluation
Marketingstrategy
Specific advertisingobjectives
Advertisingbudget
Creativestrategy
Mediaselection
Advertisingproduction
Planning and developingAdvertising Campaigns
The Creative Strategy
The Appeal – What should be said What the product/service offers Why customer should buy the offer
Sex appeal Lifestyle compatible Problem solving
Themes Positioning
The Creative Strategy
Execution of Appeal Need to consider:
Spokesperson Emotional tone Situation Creative platform – style of how the message
is delivered.
The Creative StrategyExecution of the appeal1. Story line2. Product uses3. Problem solutions4. Slice of life5. Demonstration6. Comparative advertising7. Testimonial8. Lifestyle9. Fear10. Humour11. Sex Appeal12. Jingle
Animation
• Originally only used by firms with a small advertising budget
• Use has increased due to computer graphics technology.
• Rotoscoping.• Clay animation.
Some Web sites to explore• Http://www.greengiant.com • Http://www.doughboy.com
Dramatization/ Fear Appeal
This ad reminds people of the dangers of overexposureto the sun.
Media Selection Television Radio Transit Billboard Internet Magazines Newspapers Direct Mail Alternate Media – shirts, caps, fax, yellow pages,
self-run ads, movies, free-standing road signs, carry-home menus, pop displays
Reach: a measure of the percentage of people in the target market exposed to the ad campaign in a given period
Frequency: a measure of how many times the average person in the target market is exposed to the message
Alternative Media Venues
Cinema Product placement In-tunnel, subway Parking lot/street Escalator -http://www.lolanewyork.com/articles/escalator-advertising--march-10 Airline in-flight Leaflets and brochures Carry home menus Carry home bags Clothing Mall signs Kiosks
Evaluation of Advertising Effectiveness Concept testing – pre advertising efforts
Focus groups commonly used Post-testing Advertisements
Measuring brand recall and recognition Measuring changes in attitudes about a
product Generating inquiries about the products
Sales/visits – pre vs. post advertising affects.
Final Exam Will consist of chapters 6 -12, 14,15. Chapter 6 was
studied before the mid-term. Format:
Multiple choice Short answer Small case/Application – will be expected to perform a
SWOT analysis, and answer any relevant questions (short and discussion questions) associated with the case and tied to course concepts.