Study_Guide_for_Lecture_19_-_Advertising

Study_Guide_for_Lecture_19_-_Advertising - Study guide for...

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Study guide for lecture 19: Advertising, Public Relations and Sales promotion Advertising What is Advertising 0. Textbook: 0. Impersonal, one-way mass communication about a product or an organization  that is paid for by a marketer. 1. Four Criteria 0. Message 1. Sponsor (identified) 2. Medium 3. Payment 1. Advertising is changing dramatically 2. Ad clutter 4. Up to 20,000 ad impressions/day (Fortune, 10/26/09) 5. 16 minutes/hour of TV ads 0. Many shorter messages 3. Basic principles are the same 6. Issue is how do you get people to pay attention 1. Content 2. Distribution 2. Two types of ads Marketing 431 Study Guides © 2009 Lecture 19: Advertising Page 1
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4. Product ads 7. Pioneer (inform) 8. Competitive (persuade) 9. Reminder (remind) 5. Institutional advertising 10. Advocacy 11. Pioneer 12. Competitive 13. Reminder Developing the Campaign 0. We speak of advertising “campaigns” 3. More than one advertisement 4. More than one medium 5. Defined length of time 1. Frequently advertising is the spearhead of an integrated marketing communications  campaign 6. Advertising introduces 7. “Collaterals” support the message 2. Cost 8. $10,000+ for a local campaign 9. $100,000,000 not unusual for a national campaign 0. Identify the market 1. Establish goals 0. Message 1. Budget 2. Design the ad 3. Choose the medium 4. Schedule the media 5. Evaluate results Marketing 431 Study Guides © 2009 Lecture 19: Advertising Page 2
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Design the Ad 3. Two big issues 6. The appeal 7. Execution 4. Unique selling proposition (book calls it appeal) 8. Why should the consumer buy your product? 5. The appeal (Book calls it execution) 9. The central idea of theme of an advertising message 14. Comparative 15. Demonstration 16. Testimonial 17. Slice of life   Lifestyle 18. Fear 19. Sex 20. Humor 21. Slogans /Jingles 6. Execution
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Study_Guide_for_Lecture_19_-_Advertising - Study guide for...

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