C15 Advertising

C15 Advertising - Chapters 15 Advertising Chapter 15 -...

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Chapter 15 - slide 1 Advertising Chapters 15
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Chapter 15 - slide 2 Advertising Topic Outline Advertising – Objectives – Budget – Strategy – Effectives
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Chapter 15 - slide 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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Chapter 15 - slide 4 Advertising Developing and Advertising Programs
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Chapter 15 - slide 5 Advertising Objectives are classified by primary purpose Inform Persuade Remind Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time Mercedes Blond
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Chapter 15 - slide 6 Advertising Informative advertising is used when introducing a new product category; the objective is to build primary demand Comparative advertising directly or indirectly compares the brand with one or more other brands 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 Pepsi Godfather Pizza Girl
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Chapter 15 - slide 7 Some persuasive advertising has become ________ advertising; for example, the “Battle of the Burger” companies. 1. comparative 2. vertical 3. tall 4. broad
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Chapter 15 - slide 8 Table 15.1 Possible Advertising Objectives
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Chapter 15 - slide 9 Which type of advertising is heavily used when introducing a new product category? 1. Persuasive 2. Informative 3. Reminder 4. Positioning
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Chapter 15 - slide 10 Advertising Product life-cycle stage New products require larger budgets Mature brands require lower budgets Market share Building or taking market share requires larger budgets Markets with heavy competition or high advertising clutter require larger budgets Undifferentiated brands require larger budgets Setting the Advertising Budget
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C15 Advertising - Chapters 15 Advertising Chapter 15 -...

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