Chapter 17 - Day 27 Student

Chapter 17 - Day 27 Student - CHAPTER 17 Advertising and...

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CHAPTER 17 Advertising and Public Relations © iStockphoto.com/Lachlan Currie
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LO 1 Discuss the effects of advertising on market share  and consumers LO 2 Identify the major types of advertising  LO 3 Discuss the creative decisions in developing an  advertising campaign LO 4 Describe media evaluation and selection  techniques LO 5 Discuss the role of public relations in the  promotional mix Learning Outcomes
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Advertising § Any form of impersonal, paid  communication in which the sponsor  or company is identified.   http  
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AIDA Concept and Sales Promotion Model that outlines the process for  achieving promotional goals in  terms of stages of consumer  involvement with the message. A ttention I nterest D esire A ction AIDA Concept A ttention I nterest D esire A ction Advertising Public Relations Sales Promotion Personal Selling
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Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Advertising Indirect and impersonal Low Little Delayed One-way Yes Yes Fast Same message to all audiences Characteristics of the Elements in the Promotional Mix Advertising - Any form of impersonal, paid communication in  which the sponsor or company is identified.
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The Effects of Advertising u U.S. advertising declined in 2009 due to  economic conditions u In 2008, 37 companies spent more than $1  billion each u 850,000 people work in media advertising  such as newspapers, magazines, television,  radio, and internet media.   u More than 100 companies spend over $300  million annually on advertising.
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The Effects of Advertising  on Consumers § The average U.S. citizen is  exposed to hundreds of ads  each day. § Advertising may change a  consumer’s negative  attitude toward a product,  or reinforce a positive  attitude. § Advertising can affect consumer ranking of  a brand’s attributes. Average TV viewer watches 6hrs of Commercial Television Messages per week!
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Advertising and Market Share New brands with a small market share  spend proportionally more for advertising  and sales promotion than those with a  large market share. § Beyond a certain level of spending, diminishing  returns set in. § New brands require higher spending to reach a  minimum level of exposure needed to affect  purchase habits.
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The advertising  response function The Effects of Advertising “How much can/should we spend?”
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Institutional Advertising Enhances a company’s image rather than promote a particular product. Product
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Chapter 17 - Day 27 Student - CHAPTER 17 Advertising and...

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