Copyright 2000 Prentice Hall17-1 Chapter 17 Advertising.

Copyright 2000 Prentice Hall17-1

Chapter 17

Advertising


What is Advertising? Advertising is nonpersonal

communication paid for by an identified sponsor using mass media to persuade or inform an audience.

Advertising allows an organization to:– communicate its message in a favorable

way, and– repeat the message as often as it deems

necessary to have an impact on receivers.


Types of Advertising

Product Advertising– Message focuses on

a specific good or service such as Airwalk shoes.

– Purposes:» Education » Emphasis on features» Reminder

Institutional Advertising– Message that

promotes the activities, “personality,” or point of view of an organization or company such as California Raisins.


Account ManagementDevelops Campaign’s

Strategy for Client

Account ManagementDevelops Campaign’s

Strategy for Client

Specialists Who Create Advertising Campaigns

Creative ServicesDreams Up and Produce

the Ads

Creative ServicesDreams Up and Produce

the Ads

Media PlanningDetermines Effective

Communication Vehicles

Media PlanningDetermines Effective

Communication Vehicles

Research & Marketing Services

Collect and Analyze Information to Help Develop a

Strategy

Research & Marketing Services

Collect and Analyze Information to Help Develop a

Strategy

An Advertising Campaign is a Coordinated, Comprehensive Plan that Carries Out Promotion Objectives and Results in a Series of

Advertisements Placed in Media Over a Period of Time.


Identify the Target MarketIdentify the Target Market

Establish Message and Budget ObjectivesEstablish Message and Budget Objectives

Design the AdDesign the Ad

Pretest What Will be SaidPretest What Will be Said

Choose the MediaChoose the Media

Developing the Advertising Campaign


Setting Message GoalsSetting Message Goals

Setting Budget GoalsSetting Budget Goals

Increasing Brand

Awareness

Increasing Brand

Awareness Increasing Salesby a CertainPercentage

Increasing Salesby a CertainPercentage

Changing the Image of a

Product

Changing the Image of a

Product Recognizing a Need for the

Product

Recognizing a Need for the

Product

Establish Message and Budget Objectives


Unique Selling Proposition

Unique Selling Proposition

HumorousAppeals

HumorousAppeals

Fear AppealsFear Appeals

ComparativeAdvertising

ComparativeAdvertising

DemonstrationDemonstration

TestimonialTestimonial

Design the Ad

Advertising Appeals

Slice-of-LifeSlice-of-LifeLifestyleLifestyle

Sex AppealsSex Appeals


Pretest What Will be Said

Pretesting is a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they are placed in the media.

Copy testing measures the effectiveness of ads through such techniques as:– Concept testing– Test commercials– Finished testing.


Choose the Media

Types of Media:Where to

Say It

Types of Media:Where to

Say It

Computer MediaComputer Media TelevisionTelevision

Out-of-Home MediaOut-of-Home Media RadioRadio

MagazinesMagazines

DirectoriesDirectories NewspaperNewspaper


Media Scheduling: When to Say It

A media schedule specifies the exact media to use, when, and how often the message should appear.

Assess advertising exposure - degree to which the target market will see an advertising message in a specific medium and depends on the following two factors:

Reach– Frequency


Continuous ScheduleSteady Stream of Advertisinge.g. shampoo

Continuous ScheduleSteady Stream of Advertisinge.g. shampoo

FlightingAdvertising Appears in Short,

Intense Bursts AlternatingWith Periods of Little or

No Activity

FlightingAdvertising Appears in Short,

Intense Bursts AlternatingWith Periods of Little or

No Activity

Pulsing ScheduleVaries Adverting Depending

on Product Demande.g. suntan lotion

Pulsing ScheduleVaries Adverting Depending

on Product Demande.g. suntan lotion

Media Scheduling:How Often to Say It?


Evaluating Advertising

Posttesting is research conducted on consumers’ responses to actual advertising messages they have seen or heard.

Three ways to measure the impact of an advertisement are:– Unaided recall– Aided recall– Attitudinal measures.


Erosion of Brand LoyaltyErosion of Brand Loyalty

Technology Gives Power Back to the PeopleTechnology Gives Power Back to the People

Greater Emphasis on Point-of-Purchase FactorsGreater Emphasis on Point-of-Purchase Factors

The Rules Are ChangingThe Rules Are Changing

The Advertising Environment is ClutteredThe Advertising Environment is Cluttered

Some Consumers Are Turned Off by AdvertisingSome Consumers Are Turned Off by Advertising

Challenges Facing the Advertising Industry


Global ReachEstablishing Brand Images Globally

Global ReachEstablishing Brand Images Globally

DiversityReflecting Cultural Diversity of Target

Markets

DiversityReflecting Cultural Diversity of Target

Markets

TechnologyCustomizing Advertising to Customer

Preferences

TechnologyCustomizing Advertising to Customer

Preferences

How the Advertising Industry is Meeting the Challenges


Chapter Summary Tell what advertising is and describe the major types

of advertising. Describe the major players in the advertising

process. Tell how advertisers develop an advertising

campaign. Describe the major advertising media and the

important considerations in media planning. Explain how advertisers evaluate the effectiveness

of the campaign. Discuss the challenges facing advertising.

Copyright 2000 Prentice Hall17-1 Chapter 17 Advertising.

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