Chapter 19 Advertising - Chapter 19 Advertising Sales...

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Chapter 19 Advertising, Sales Promotion, and Public Relations TYPES OF ADVERTISING 1. Product Advertisements a. Focused on selling a good or service b. Takes three forms: i. Pioneering (informational) 1. used in the introductory stage 2. inform the target market ii. Competitive (persuasive) 1. promotes a specific brand’s features and benefits 2. need market research to provide legal support for their claims iii. Reminder 1. reinforce previous knowledge of a product 2. Institutional advertisements a. Build goodwill or an image for an organization b. Often this form of advertising is used ot support the public relations plan or counter adverse publicity c. Four alternative forms: i. Advocacy advertisement- state the position of a company on an issue ii. Pioneering institutional advertisements-used for announcements about what a company is, what it can do , or where it is located iii. Competitive institutional advertisements- used in markets where different product classes compete for the same buyers iv. Reminder institutional advertisements- simply bring the company’s name to the attention of the target market again DEVELOPING THE ADVERTISING PROGRAM 1. Identifying the target audience a. All aspects of an advertising program are likely to be influenced by the characteristics of the prospective consumer b. Placement of ads depends on the audience c. Scheduling can depend on the audience 2. Designing the advertisement -An advertising message usually focuses on the key benefits of the product that are important to a prospective buyer in the making trial and adoption decisions -Message depends on the general form or appeal used in the ad and the actual words included in the ad a. Message content i. Most advertising messages are made up of both informational and persuasional elements ii. Information and persuasive content can be combined in the form of an appeal to provide a basic reason for the consumer to act
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1. Fear appeals- suggest to the consumer that he/she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product 2. Sex appeals- suggest to the audience that the product will increase the attractiveness of the user 3. Humorous appeals- imply either directly or subtly that the product is more fun or exciting than competitors’ offerings a. Tends to wear out quickly eventually boring the consumer b. Effectiveness may vary across cultures if used in a global campaign b. Creating the actual message i. Having celebrities speak for the product 3. Selecting the right media a. Choosing a medium and a vehicle within that medium i. Often use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing costs b. Basic terms i. Reach number of different people or households exposed to an advertisement 1. newspaper use total circulation 2. radio stations and televisions use ratings ii. Frequency average number of times a person in the target
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Chapter 19 Advertising - Chapter 19 Advertising Sales...

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