CH15.ppt.Convertor - Chapter 15 Advertising and Public...

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Chapter 15 Advertising and Public Relations Advertising Advertising Paid, non-personal communication through various media by business firms, not-for-profit organizations, and individuals who are identified in the advertising message and who hope to inform or persuade members of a particular audience Types of Advertising Product advertising Non-personal selling of a particular good or service The type of advertising the average person normally thinks of when talking about most promotional activities Institutional advertising Promotes a concept, an idea, a philosophy, or the good-will of an industry, company organization, person, geographic location, or government agency Corporate advertising Objectives of Advertising Informative advertising Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause Persuasive advertising Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea, or cause Reminder advertising Advertising that reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public Advertising Strategies Comparative Advertising Comparative advertising Advertising strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands Market leaders seldom acknowledge competing brands Celebrity Testimonials Use of celebrity spokespeople to try to boost the effectiveness of an advertising message Improves product recognition Can build brand equity but can also hurt brand if affected by scandal Retail Advertising All advertising by retail stores that sell directly to the consuming public Varies widely in effectiveness Customers respond with suspicion to retail price advertising The word “sale” is often the centerpiece of retail advertising Cooperative advertising When a retailer and a manufacturer or wholesaler share advertising costs Interactive Advertising Involves two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort Changes balance between marketers and consumers Resembles personal selling Although the term has become nearly synonymous with e-commerce and the Web, it also includes shopping mall kiosks, and text messages on cell phones Creating an Advertisement Translating Advertising Objectives into Advertising Plans Best ads are those which are created by pinpointing goals like: Educating consumers about product features
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Enhancing brand loyalty Improving consumer perception of the brand Such objectives should guide the ad’s design Advertising Messages Ads must be meaningful, believable, and distinctive Creator must decide whether to focus on A practical appeal (i.e., price), or Emotional responses like fear, humour, or fantasy
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CH15.ppt.Convertor - Chapter 15 Advertising and Public...

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