Chapter_15_-_advertising

Chapter_15_-_advertising - Study Guide for Marketing 431...

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Unformatted text preview: Study Guide for Marketing 431 Summer 2009 Chapter 15 – Advertising and Public Relations and Sales Promotion Advertising What is Advertising Textbook: ◦ Impersonal , one-way mass communication about a product or an organization that is paid for by a marketer. ◦ Four Criteria Message Sponsor (identified) Medium Payment Advertising is changing dramatically ◦ Ad clutter 3,500 messages/day (http://agelessmarketing.typepad.com/ageless_marketing/2005/03/brain_clutter_i.html 16 minutes/hour of TV ads Many shorter messageshttp://www.mediaweek.com/mw/news/recent_display.jsp? vnu_content_id=1001392205 ◦ Basic principles are the same Issue is how do you get people to pay attention Study Guide for Chapter 15 – Advertising Page 1 Marketing 431, Summer 2009 © 2009 Content Distribution Two types of ads ◦ Institutional advertising Advocacy ◦ Product ads Pioneer (inform) Competitive (persuade) Comparative Reminder (remind) Developing the Campaign We speak of advertising “campaigns” ◦ More than one advertisement ◦ More than one medium ◦ Defined length of time Frequently advertising is the spearhead of an integrated marketing communications campaign ◦ Advertising introduces ◦ “Collaterals” support the message Cost ◦ $10,000+ for a local campaign ◦ $100,000,000 not unusual for a national campaign Study Guide for Chapter 15 – Advertising Page 2 Marketing 431, Summer 2009 © 2009 Establish goals ◦ Message ◦ Market ◦ Budget Design the Ad Two big issues ◦ The appeal ◦ Execution Unique Selling Proposition (book calls it appeal) ◦ Why should the consumer buy the product The appeal (book calls it execution) ◦ The central idea or theme of an advertising message Comparative Demonstration Testimonial Slice of life Execution Study Guide for Chapter 15 – Advertising Page 3 Marketing 431, Summer 2009 © 2009 ◦...
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This note was uploaded on 10/16/2011 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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Chapter_15_-_advertising - Study Guide for Marketing 431...

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