Powerpoints Segment 12

Powerpoints Segment 12 - SEGMENT 12: ADVERTISING AND SALES...

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Unformatted text preview: SEGMENT 12: ADVERTISING AND SALES PROMOTION (Related chapter in text: 19) LEARNING OBJECTIVES Describe the structure of the advertising industry. Describe three theories of how advertising works and their implications for advertising strategy. LEARNING OBJECTIVES Understand the components of media strategy. Understand trends in the use of sales promotion. ADVERTISING EXPENDITURES IN THE U.S. -- 2007 $294,000,000,000 THE AD "INDUSTRY" MEDIA PRODUCERS AD (CLIENTS) AGENCIES LEADING NATIONAL ADVERTISERS, 2007 PROCTER & GAMBLE $5.2 BILLION AT&T $3.2 BILLION GENERAL MOTORS $3.0 BILLION TIME WARNER $3.0 BILLION VERIZON $2.0 BILLION FORD $2.5 BILLION AD TASKS INFORM PERSUADE SELL REINFORCE REMIND HOW DOES ADVERTISING WORK? THREE THEORIES HIERARCHY-OF-EFFECTS LOW INVOLVEMENT DUAL MEDIATION HIERARCHY-OF-EFFECTS AWARENESS COGNITION KNOWLEDGE "THINK" LIKING AFFECT PREFERENCE "FEEL" INTENT CONATION PURCHASE "DO" "THINK-FEEL-DO" HIGH INVOLVEMENT HIERARCHY OF EFFECTS LOW INVOLVEMENT HIERARCHY "THINK-DO-FEEL" COGNITION CONATION AFFECT DUAL MEDIATION THEORY EXPOSURE TO ADVERTISING AD LIKING BRAND PERCEPTIONS BRAND ATTITUDE and PURCHASE INTENT SUBLIMINAL ADVERTISING Ambiguous stimuli Embedded stimuli Truly subliminal stimuli MEDIA STRATEGY HOW TO DISTRIBUTE THE AD MESSAGE EFFECTIVELY KEY TERMS MEDIUM MEDIA VEHICLE REACH FREQUENCY (NET) REACH...
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Powerpoints Segment 12 - SEGMENT 12: ADVERTISING AND SALES...

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