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Advertising
Objective 1 – SWBAT describe advertising
Objective – SWBAT describe the major categories of advertising
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What is Advertising? Advertising is a paid public
announcement to persuade consumers to buy a good or service.
Criteria: Message must be paid for Message must be delivered to the
audience by mass media Message must try to persuade audience of
some action or belief
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Advertising Is A Marketing Tool
Advertising is an important part of a company's marketing process. The process includes
researching, pricing, promoting, selling, & distributing a good or service.
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Ads & Marketing Design a Marketing Strategy
Used to promote & distribute a product Strategy includes:
Ads you see Things you don’t notice much
Warranties, Instructions, etc.
Ads tell the target audience about the value of the good or service. You, the consumer, must see the product’s value before spending $.
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Ads & MarketingTarget the Consumer
Use demographics, geographics, psychographics
Contribute to revenue and profit earning
Use brand loyalty to keeps consumers coming back
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Ads & Marketing
Enhance customer satisfaction Eliminate Cognitive Dissonance
Consumer is uncertain about purchase after making it.
Good ads reinforce the customer’s decision—satisfaction, loyalty, quality
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Advertising in the Economy
Gross Domestic Product Measurement of the total value of goods and
services produced Derived Demand Ads help increase demand.
As demand increases, consumer spending increases in other areas
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Advertising Impact--Consumer Behavior
Everything that affects or is affected by human consumption.
How consumer act is shaped by : Experience Dreams of the future Economic Level
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Example Response What’s in it for me?
Consumers look for goods and services that provide benefit to them Functional—same for everyone
Objective benefits; easily measured Umbrella—keeps me dry
Emotional—good or service makes you feel proud or satisfied
Subjective benefits, difficult to measure This product makes me feel good
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Major Categories of Advertising
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Major Categories of Advertising
INSTITUTIONAL AD GOAL: to build up the image of
business 1. Product-oriented 2. Designed to establish, change, or maintain
corporation’s identity
3. Generally, asks audience to continue to like the business and its goods and services
4. Audience: businesspeople, opinion leaders,
investment community, customers, employees
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Major Categories of Advertising
PRODUCT AD GOAL: to promote benefits of a
specific good or service. 1. Designed to make consumer/customer aware of
goods and services
2. Audience—Consumers/Customers
Product life cycle can help businesses determine which type of ad to use.
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Types of Ads
Brand Advertising Intention
Remember the brand rather than a specific product.
Good for companies that sell multiple products
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Ad Types
Informative Advertising Intention
Teach you about the product’s benefits Good for products that the consumer does not
understand
Example—prescription medicines
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Ad Types
Defensive Advertising Intention
Tells consumers why a comparative ad is incorrect.
Identifies benefits that are important to the customer/consumer.
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Ad Types
Persuasive Advertising Intention
Show happy people using the product Implication—you will be happier, more glamorous,
more athletic, etc. They don’t talk about the products features &
benefits.
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Ad Types
Pioneer Ad Intention
intended to stimulate demand for a new product or category. ---seeks to create interest
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Ad Types Competitive Ad
Intention influences demand for a specific brand
Promotion less informative & starts to appeal more to emotions
Subtle differences become stressed Price becomes key
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Ad Types
Comparative Ad Intention
directly or indirectly compares two (2) or more competing brands on one or more specific attributes.
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Ad Types DAGMAR (Defining Advertising
Goals for Measured Advertising Results)
Intention All advertising objectives should
precisely define the target audience, the desired percentage change in some specific measure of effectiveness, and the time frame in which that change is to occur.
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Example of an DAGMAR Ad
Toyota Camry sets an objective: increase over the next 2 years by 12 percent the number of potential 25-to-30 year-old Camry buyers exposed to Camry ads.
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Advocacy Advertising Intention
Corporations to express their views on controversial issues, reactions to criticism or blame, handle damaging publicity
Ad Types
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Example of an Advocacy Ad
R. J. Reynolds—Non-smoker declares: “The smell of cigarette smokes annoys me, but not as much as the government telling me what to do.”
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Values & Advertising
Image Control Advertisements reflect 2 different visions of
yourself As you really are As you wish you were
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How Do You Compare? Companies want you to see yourself
using their products Individuals in Ads are usually portrayed
as people wished they looked. Most models weight 23% less than
average people The average man is 5’9” Disabled people are rarely seen in ads Ethnically mixed groups are infrequently
shown
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What Do Ads Provide?
Objective – SWBAT understand what ads offer
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Ads Provide Information
Advantage Ads Educate
Consumers Consumers
Rights & Responsibilities Act
They buy better products
They pay lower prices
The spend less time shopping
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Ads Provide Information
Disadvantage Ads are biased Ads primary purpose is to
convince you to buy a product.
Most ads contain little “raw” information
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Ads Raise the Standard of Living
Advantage Ads make products cheaper
Ads help company sell more itemsIf company does well, they can put more $
into making a better product. Ads stimulate demand and keeps you
informed about new products.
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Standard of Living--minimum level of necessities & luxuries required to keep an individual group at a common level of comfort.
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Ads Raise the Standard of Living
Disadvantage Ads only raise the standard of living for
some.
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Ads do not raise your income•If you can’t afford a product, ads won’t help you.
•Ads may widen the gap between the rich & poor
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Ads & Society Advantage
Ads Reflect Society’s Priorities
Advertising promotes the “good life.” The good life is full of glamour, romance, & good
friends
Ads give you something to dream of & work toward
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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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Steps in Creating an Advertising Campaign
Determine the advertising objectives.
Make creative decisions. Make media decisions.
Evaluate the campaign.
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Setting Objectives:The DAGMAR Approach 33
Define Target Audience
Define Target Audience
Define DesiredPercentage
Change
Define DesiredPercentage
Change
Define the Time Frame for Change Define the Time
Frame for Change
Goal ofGoal ofAdvertising Advertising ObjectivesObjectives
Goal ofGoal ofAdvertising Advertising ObjectivesObjectives
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Creative Decisions 33
Componentsof
Creative Decisions
Componentsof
Creative Decisions
Develop and EvaluateAdvertising Appeals
Develop and EvaluateAdvertising Appeals
Execute the Message
Execute the Message
Evaluate theCampaign’s Effectiveness
Evaluate theCampaign’s Effectiveness
Identify Product Benefits
Identify Product Benefits
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Identify Product Benefits 33
“Sell the Sizzle, not the Steak”
Sell product’s benefits, not its attributes
A benefit should answer “What’s in it for me?”
Ask “So?” to determine if it is a benefit
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Advertising Appeal 33
Reason for a person
to buy a product.
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Common Advertising Appeals 33
Profit Profit
HealthHealth
Love or romanceLove or romance
FearFear
AdmirationAdmiration
ConvenienceConvenience
Fun and pleasureFun and pleasure
Vanity and egotism Vanity and egotism
Environmental ConsciousnessEnvironmental Consciousness
Product saves, makes, or protects money Product saves, makes, or protects money
Appeals to body-conscious or health seekersAppeals to body-conscious or health seekers
Used in selling cosmetics and perfumesUsed in selling cosmetics and perfumes
Social embarrassment, old age, losing health Social embarrassment, old age, losing health
Reason for use of celebrity spokespeopleReason for use of celebrity spokespeople
Used for fast foods and microwave foodsUsed for fast foods and microwave foods
Key to advertising vacations, beer, parksKey to advertising vacations, beer, parks
Used for expensive or conspicuous items Used for expensive or conspicuous items
Centers around environmental protectionCenters around environmental protection
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Unique Selling Proposition 33
Desirable, exclusive, and
believable advertising appeal
selected as the theme for a
campaign.
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Executing the Message
Mood or Image
Mood or Image
MusicalMusical
Demon-stration
Demon-stration
ScientificScientific
Real/AnimatedProductSymbols
Real/AnimatedProductSymbols
FantasyFantasy
LifestyleLifestyleSlice-of-LifeSlice-of-Life
HumorousHumorous
CommonCommonExecutionalExecutional
StylesStyles
CommonCommonExecutionalExecutional
StylesStyles
Spokes-person/
Testimonial
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Media Selection Considerations
Cost per ContactCost per Contact
FactorsInfluencingMedia Mix Decisions
FactorsInfluencingMedia Mix Decisions
ReachReach
FrequencyFrequency
Audience SelectivityAudience Selectivity
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Media Selection ConsiderationsCost perCost perContactContact
Cost perCost perContactContact
ReachReachReachReach
FrequencyFrequencyFrequencyFrequency
AudienceAudienceSelectivitySelectivityAudienceAudienceSelectivitySelectivity
The cost of reaching one member of the target market.
The cost of reaching one member of the target market.
The number of target consumers exposed to a commercial at least
once during a time period.
The number of target consumers exposed to a commercial at least
once during a time period.
The number of times an individual is exposed to a message during a
time period.
The number of times an individual is exposed to a message during a
time period.
The ability of an advertising medium to reach a precisely
defined market.
The ability of an advertising medium to reach a precisely
defined market.
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Media Scheduling
Types of Types of Media SchedulesMedia Schedules
Types of Types of Media SchedulesMedia Schedules
Continuous Media ScheduleContinuous Media Schedule
Flighted Media ScheduleFlighted Media Schedule
Pulsing Media SchedulePulsing Media Schedule
Seasonal Media ScheduleSeasonal Media Schedule
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Learning Objective
Discuss the role of public relations Discuss the role of public relations in the promotional mix.in the promotional mix.
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Public Relations 55
Evaluates public attitudes
Evaluates public attitudes
Identifies issues of public concernIdentifies issues of public concern
Executes programs to gain
public acceptance
Executes programs to gain
public acceptance
The Role of The Role of Public RelationsPublic Relations
The Role of The Role of Public RelationsPublic Relations
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Functions of Public RelationsPress Relations Press Relations Press Relations Press Relations
Product PublicityProduct PublicityProduct PublicityProduct Publicity
Corporate CommunicationCorporate CommunicationCorporate CommunicationCorporate Communication
Public AffairsPublic AffairsPublic AffairsPublic Affairs
LobbyingLobbyingLobbyingLobbying
Employee and Investor RelationsEmployee and Investor RelationsEmployee and Investor RelationsEmployee and Investor Relations
Crisis ManagementCrisis ManagementCrisis ManagementCrisis Management
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Public Relations Tools
ToolsToolsUsed ByUsed By
PRPRProfessionalsProfessionals
ToolsToolsUsed ByUsed By
PRPRProfessionalsProfessionals
Product PlacementProduct Placement
Consumer EducationConsumer Education
Event SponsorshipEvent Sponsorship
Issue SponsorshipIssue Sponsorship
Internet Web SitesInternet Web Sites
New Product PublicityNew Product Publicity
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Managing Unfavorable Publicity 55
A coordinated effort to handle
the effects of unfavorable
publicity or of an unfavorable
event.
CrisisCrisis
ManagementManagement
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Ads & Society Disadvantage
Advertising Promotes Materialism Ads promote products as symbols of
status & success
Can be harmful to society You might choose to get a high salary
rather than working in a job that will fulfill you personally.
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Ads Affect Mass Media
Advantage Ads Supports a Variety of Mass Media 2000 U.S. Advertisers spent $198 billion
$ spent on ads give you low-cost access to a variety of information & entertain providers
Example - Radio & TV
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Ads Affect Mass Media Disadvantage
Ads Affect the Information Available
Advertisers can withdraw their ads from the media vehicle
Small publications can go out of business if a large advertiser withdraws support.
Programs that tackle controversial topics could have trouble attracting advertisers