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Study Guide #4 - MKTG 361 Exam IV Chapter 12 Second Half...

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MKTG 361 Exam IV Chapter 12: Second Half – Advertising The Effects of Advertising ▪ Advertising and Market Share: - Advertising Response Function: A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns ▪ The Effects of Advertising on Consumers: - Informing consumers about products and services and influencing their attitudes, beliefs and ultimately their purchases -Change negative behavior to positive (serious or dramatic advertising) -Reinforce positive behavior (humorous ads) -Affects how consumers rank brand attributes (color, taste, smell, and texture) Major Types of Advertising ▪ Institutional Advertising: A form of advertising designed to enhance a company’s image rather than promote a particular product - Advocacy Advertising: Typically used to safeguard against negative consumer attitudes and to enhance the company’s credibility among consumers who already favor its position ▪ Product Advertising: A form of advertising that flaunts the benefits of a specific good or service (Promote a specific product or brand) → Pioneering Advertising: Intended to stimulate primary demand for a new product or category / used during the introductory stage, offers in depth info on product → Competitive Advertising: To influence demand for a specific product → Comparative Advertising: Directly indirectly compares two or more competing brands on one or more specific attributes / sluggish growth more likely to employ Creative Decisions in Advertising - Advertising Campaign: A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals (seen on TV, magazines and internet) 1
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- Advertising Objective: Identifies specific communication tasks that a campaign should accomplish for a specified target audience during a specified period ▪ Identifying Product Benefits: A benefit should answer the consumers question “What’s in it for me?” ▪ Developing Advertising Appeals: - Advertising Appeal: Identifies a reason for a person to buy a product - Rational Appeal: Shows the desired benefits such as function, quality, economy - Emotional Appeal: Use positive emotions such as love, pride, joy, and humor / careful with negative emotions like fear, guilt, and shame - Moral Appeal: Directed at the sense of right and wrong - Unique selling proposition: A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign ▪ Executing the Ad Message: - Executional Styles: Slice of life, mood or image, spokesperson or testimonial, fantasy…. - Tones: Serious or humorous - Words: Make it attention getting and memorable - Format: Size, shape, color, sound, words, dress…. ▪ Postcampaign Evaluation: Assess how the campaign might have been more efficient and what factors contributed to its success Media Decisions in Advertising - Medium: The channel used to convey a message to target market - Media Planning: Series of decisions advertisers make regarding the selections and use of
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