MP&PCh7

MP&PCh7 - Welcome to Advertising Principles and...

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Welcome to Advertising Principles and Processes Copyright 2007 Peter R. Dickson
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Profit: Shareholder value Customer Product Distribution Market Environment Economic Competition Supply Legal Technology Culture Demand Nature Political Advertising
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Push Pull Flow of Flow of mainly Flow of Flow of mainly demand personal selling demand advertising to consumers Manufacturer Manufacturer Wholesaler Wholesaler Retailer Retailer Consumer Consumer
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Basic Advertising Principles 1. Keep and grow your current customers 2. Concentrate advertising to the hottest prospects (including current customers) 3. Keep the message simple 4. Shout when you having something to say. Shut up when you don’t.
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Advertising Innovation 1. The new mass communication technologies and advertising processes that survive the test of time have increased the efficiency of markets. 2. Novelty always wears out.
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Advertising Innovation 1. Newspaper Display Advertising 2. Radio and musical jingles 3. Television 4. Internet search advertising
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The Persuasion Process 1. First get attention 2. With visuals 3. With sound 4. With celebrities
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. LFB (Learning-Feelings-Behavior/Buy) message themes Repetitions Best media for message “We are… we have…” 2-3 Magazines, TV, Web “This is how I work. ..” 3-5 Magazines, TV, Web “We are better than they are because. . 3-5 Magazines, TV, Web “We are better than they are in this usage situation.” 3-5 Magazines, TV, Web “Have you got this problem? I have the solution.” 3-5 Magazines, TV, Web “This is more of a problem than you think.” 3-5 Magazines, TV, Web “I’m for sale.” 1-2 Newspaper “I’m a bargain right now.” 1-2 Newspaper, TV “The season to use me now has arrived.” 1-2 Radio, TV
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BFL (Behavior/Buy-Feelings-Learning) message themes Repetitions Best Media for Message “Why don’t you try me?” 6+ Billboards, Magazines, TV
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FBL (Feelings-Behavior/Buy-Learning) message themes Repetitions Best media for Message “Remember me.” 6+ Billboard “Look at me; like me.” 6+ TV “Smile; like me.” 3-5 TV “Think X; think me.” 6+ All media “I’m chic; you can be too.” 3-5 Magazines, TV “I’m a dream, a mood, a good time product.” 3-5 Magazines, TV
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Managing the Ad Agency 1. Client puts together the creative brief 2. Agency comes up with creatives 3. Independent research firm tests the ads 4. Distributors are consulted
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Creative Brief The Saturn car has the most standard features for the least amount of money. This is possible because of the space age facility where Saturn is built. By using the most advanced production methods known, the Saturn Co. is able to provide excellent reliable products to its customers. Saturn cars are for the young intelligent car buyer who wants an affordable reliable car that is also fun to drive and extremely safe. The Saturn is also for the family that needs a third car for the children who are growing up. Parents will sleep better knowing the Saturn their son or daughter drives meets or exceeds every safety standard established by NTSB (National Transportation Safety Board.)
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If you were an Army recruiter what theme would you use?
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This note was uploaded on 04/07/2008 for the course ACG 2021 taught by Professor Yunhaochen during the Spring '08 term at FIU.

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MP&PCh7 - Welcome to Advertising Principles and...

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