Marketing Chapter 18 Notes

Marketing Chapter 18 Notes - Chapter 18 Advertising, Public...

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Chapter 18 – Advertising, Public Relations, and Sales Promotions Advertising: a. Advertising is not free b. Advertising must be carried by some medium: TV, radio, web, etc. c. The source of the message must be known d. Advertising represents a persuasive form of communication Steps in Planning and Executing an Ad Campaign I. Identify the Target Audience a. Firms conduct research to identify their target audience and then use the information to set the tone for advertising programs and help select the media to carry the message II. Set Advertising Objectives a. Ad objectives are derived from overall objectives of the marketing program and clarify goals that the ads are designed to accomplish i. Generally, these objectives appear in the advertising plan , a subsection of the firm’s overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the ad campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful ii. When advertising to consumers, the objective is usually a pull strategy in which the goal is to get consumers to pull the product into the supply chain by demanding it. Push strategies also exist and are designed to increase demand by focusing on wholesalers, distributors, or sale people. b. Informative Advertising i. Informative advertising communicates to create and build brand awareness with the ultimate goal of moving the consumer though the buying cycle to a purchase. (retailers often use this to tell their customers about an upcoming sales event or the arrival of new merchandise) c. Persuasive Advertising i. When a product has gained a certain level of brand awareness, firms use persuasive advertising to motivate consumers to take action (usually occurs in the growth and early maturity stages o the product life cycle) d. Reminder Advertising
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i. Finally, reminder advertising, is communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle e. Focus of Advertisements i. Product-focused advertisements focus on informing, persuading, or reminding consumers about a specific product or service ii. Institutional advertisements inform, persuade, and remind consumers about issues related to places, politics, and industry, or a particular corporation iii. Ads can either generate demand for a product category or entire industry
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Marketing Chapter 18 Notes - Chapter 18 Advertising, Public...

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