MarketingNotes07 - Sawyer OEM Program Advertising &...

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Unformatted text preview: Sawyer OEM Program Advertising & Promotion Powerpoints 2008 ~ D igital O utput . D esktop Publishing Printing . C D C reation . B inding Free Pick-up & D elivery & m ore ••• UnlVI;QSITY COPy&mOR~ 1620 W . U niversity A ve. G ainesville, FL 32603 Phone 352.372.7436 Fax 352.373.7505 service@ university-eopy.com w w w .university-eopy.com Marketing Communications Advertising, Personal Selling, and Promotions, Outline How to plan advertising campaigns 2. Hierarchy of communications 1. Awareness 2. Attitudes 3. Behavior 3. Role of consumer involvement- Hints for advertising under low and high involvement by goal 4. Personal selling and other marketing communications- Product placement and public relations 5. Promotions --- pros and cons 6. Integrated different communication types for different communication goals 7. Two Appendices with extended examples Marketing Communication ~ Planning includes the Six M's • Mission or Motives (Goals) • Communication (including positioning) • Behavior • Market segments Targeted • Message • Relevance Originality • Impact i • Six M's of Communication Planning Money (Budget) Audience size • Customer knowledge • Competitive clutter Response elasticity • Media Affordability Efficiency Fit with message • Reach and frequency • Measures --- were goals attained? How to Plan Advertising: The Hierarchy of Effects and Communication Goals 1. Advertisers must set goals. 2. Advertising can not be accountable for sales results by itself.- very difficult to Isolate the effects of advertising and measure the incremental effect on sales over the rest of the marketing mix 3. Proper advertising goals are communication goals. (in addition to sales and other behaviors) Proper Approach to Planning Advertising (cont'd) 4. Proper statement of communication goals should specify:- level of communication example: recall, attitude- target segment- target amount of expected increase- how that goal will be measured Example: One goal of the next year's ad budget is to focus on women, aged 25-45, and increase the % who are aware of our brand from 50% to 75%. Awareness will be measured by aided recall. 5. Use ttierarchy Of. c.ommunication Goals ~ Ll':1otives) Word of Mouth Repeat Purchase Post-Purchase Evaluation Usage Purchase Purchase Intention Attitudes Consideration! Elaboration Knowledge/Perceptions Awareness w~ _ Many Ads Have Goal of Brand Name Awareness Example: Aflac • Aflac (American Family Life Assurance Co.) • Multibillion $ seller of supplemental workplace insurance • 49-year history. • But few people had ever heard of the Columbus, Georgia company until 2000, when the duck arrived . • Since then: • Aflac's sales have increased by 20% • its "consumer awareness" shot from 12% to 90'Yo • duck's" Aflac!" quack is part of the vernacular • Aflac toys and T-shirts abound. • Aflac did this inexpensively • Aflac spends only $45 million a year on commercial time • relatively small sum In the ad bUSiness.In the ad bUSiness....
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This note was uploaded on 05/12/2010 for the course MAR 5805 taught by Professor Sawyer during the Fall '08 term at University of Florida.

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MarketingNotes07 - Sawyer OEM Program Advertising &...

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