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Powerpoints - bmgt350finalnotesreview AdvertisingCh.15

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bmgt350 final notes review 09/05/2009 22:56:00 Chapters:   13 17, 18, 14, 15, 16,  2, 11 Advertising Ch. 15 Advertising response function: when spending for advertising and sales promotion increase sales up to a  certain level but then produces diminishing returns. Types of product advertising pioneering- intro stage, stimulates demand for new product or category competitive- growth phase, influence demand for a brand comparative- compares two or more competing brands Properties of great Ads: Strategically sound Creatively concept Execution  Persuasion process: Stopping power Pulling power Locking power Appeal- reason for a person to buy a product Often elicit consumer response General creative emphasis (secondary idea) Examples: profit, health, love, fear, admiration, convenience, fun…
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Types of Appeals Rational – utilitarian needs Emotional – psychological needs Status – quality needs Fear – social approval needs Appetite – physiological needs Execution- speaks to how an appeal is presented Factual message- focus on product attributes and benefits (Hummer) Technical evidence- scientific evidence is highlighted to support a claim (Combat) Demonstration- illustrate key product benefits by showing uses (UPS) Comparison- direct or indirect comparison to a competitive brand (Hertz) Testimonial- person speaks on behalf of the product (Toyota) Slice of Life- portray real life situations featuring problems to be solved (Tide) Animation- focus children audiences (Ninja turtles) Personality Symbol- central character who becomes strongly associated with the product  (GEICO) Fantasy- relies on imagery or illusion (Gatorade) Dramatization- creates suspense in the form of a short story (Taster’s Choice, Under Armour) Humor- easy to remember, difficult to create (Dude) Combinations- hybrids are common Lecture Ads The speaker confronts the audience, direct address. Eye contact
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Persuasion = quality of argument or facts Why they work: o Driven by speaker’s expertise o Assume the audience wouldn’t dare challenge an expert Issues: Must have o Credible speakers o Viewer appreciation o Supportive illustrations Speaker credibility depends on: o Expertise o Trustworthiness Advantages: cost savings, compact, explicit Disadv.: potential for counterarguments and source derogation Drama Ads Characters talk to each other and ignore the audience, indirect address. The viewer is left with an eavesdrop impression
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This note was uploaded on 01/23/2011 for the course BMGT 350 taught by Professor Boyd during the Spring '08 term at Maryland.

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Powerpoints - bmgt350finalnotesreview AdvertisingCh.15

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