Chapter 15 - Chapter Fifteen Advertising and Public...

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Chapter Fifteen Advertising and Public Relations Dr. LE THANH LONG
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PoMKT- S8 Dr. Le Thanh Long 2 Content b Advertising b Setting Advertising Objectives b Setting the Advertising Budget b Developing Advertising Strategy b Evaluating Advertising Effectiveness and Return on Advertising Investment b Public Relations b The Role and Impact of Public Relations b Major Public Relations Tools
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PoMKT- S8 Dr. Le Thanh Long 3 Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Advertising
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PoMKT- S8 Dr. Le Thanh Long 4 Advertising Objectives setting Message Decisions Media decisions Advertising Evaluation Budget Decisions
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PoMKT- S8 Dr. Le Thanh Long 5 Advertising An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time Objectives are classified by primary purpose b Inform b Persuade b Remind Setting Advertising Objectives
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PoMKT- S8 Dr. Le Thanh Long 6 Advertising Informative advertising is used when introducing a new product category; the objective is to build primary demand Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product Setting Advertising Objectives
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PoMKT- S8 Dr. Le Thanh Long 7 Advertising Factors to consider when setting the budget b Product life-cycle stage b Market share Setting the Advertising Budget
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PoMKT- S8 Dr. Le Thanh Long 8 Advertising Product life-cycle stage b New products require larger budgets b Mature brands require lower budgets Market share b Building or taking market share requires larger budgets b Markets with heavy competition or high advertising clutter require larger budgets b Undifferentiated brands require larger budgets Setting the Advertising Budget
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PoMKT- S8 Dr. Le Thanh Long 9 Advertising Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of: b Creating advertising messages b Selecting advertising media Developing Advertising Strategy
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PoMKT- S8 Dr. Le Thanh Long 10 Advertising Advertisements need to break through the clutter: b Gain attention b Communicate well Advertisements need to be better planned, more imaginative, more entertaining, and more rewarding to consumers Creating the Advertising Message
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PoMKT- S8 Dr. Le Thanh Long 11 Advertising Creating the Advertising Message
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PoMKT- S8 Dr. Le Thanh Long 12 Advertising Message strategy is the general message that will be communicated to consumers b Identifies consumer benefits Creating the Advertising Message
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PoMKT- S8 Dr. Le Thanh Long 13 Advertising Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign Characteristics of the appeals include: b Meaningful b Believable b Distinctive Creating the Advertising Message
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This note was uploaded on 04/09/2011 for the course MARKETING 2011 taught by Professor Huyduong during the Spring '11 term at International University in Germany.

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Chapter 15 - Chapter Fifteen Advertising and Public...

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