Chptr 18 - 18-1Understand what steps are involved in...

Info iconThis preview shows pages 1–17. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 18-1Understand what steps are involved in developing an advertising programUnderstand how sales promotion decisions are madeUnderstand what are the guidelines for effective brand-building events and experiencesUnderstand how companies can exploit the potential of public relations and publicity18- 218- 2BreakAdvertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Ads can be a cost-effective way to disseminate message, whether to build a brand preference or to educate people. 18- 3Mission: What are the advertising objectives?Money: How much to spend?Message: What message should be sent?Media: What media should be used?Measurement: How should the results be evaluated? 18- 418- 418-518-518- 618- 6Advertising goalSpecific communications task & achievement levelWith specific audience & time periodThe advertising objective should emerge from a thorough analysis of the current marketing situation.18- 718- 7Informative advertisingBrand awareness & knowledge ofNew products or New features of existing productsPersuasive advertising - create liking, preference, conviction & purchase of product/serviceReminder advertising - stimulate repeat purchaseReinforcement advertising - convince current purchasers they made right choice18-818-8Key Clinic uses a persuasive campaign to encourage people who need treatment for sexually transmitted diseasesto seek medical assistance at their clinics.BreakHow does a company know if it is spending the right amount?Although advertising is treated as a current expense, part of it really is an investment in building brand equity.18- 918- 918- 1018- 105 factors - setting the advertising budget:1.Stage in product life cycle2.Market share & consumer base3.Competition & clutter4.Advertising frequency5.Product substitutabilityA good ad normally focuses on one or two core selling propositions. 1.Creative brief2.Positioning statement 18- 1118- 1118- 11The ads impact depends not only on what is said, but often more importantly, on how it says it. Message execution can be decisive.18- 1218- 1218- 12In preparing an ad campaign, the advertiser can prepare a copy strategy statement describing the:ObjectiveContentSupportTone of the desired ad18- 1318- 1318- 1318- 1418- 1418- 14Television Ads:Most powerful advertising medium & reaches broad spectrum of consumersStrengths:1.Vividly show attributes & benefits2.Dramatically portrays user & usage imagery, brand personality18- 1518- 1518- 15Television Ads:Drawbacks: 1.Fleeting nature & creative elements in TV ad - intended message & brand can be overlooked2.Ads & material on TV - clutter - easy to ignore or forget ads3.High cost of production & placement18- 1618- 1618- 16Print Ads:Detailed & effectively communicate user...
View Full Document

This note was uploaded on 02/07/2012 for the course MBA 102 taught by Professor Xxx during the Winter '11 term at American InterContinental University.

Page1 / 113

Chptr 18 - 18-1Understand what steps are involved in...

This preview shows document pages 1 - 17. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online