public service advertising (PSA) . PSAs focus on public welfare; generally they are sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups social marketing , defined as the application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment. Step 3: know your budget,expenses etc. Nature of the market determines how much one typically spends. Step 4: the message provides the target audience with reasons to respond in the desired way. common strategy differentiates a product by establishing its unique benefits. This distinction forms the basis for the unique selling proposition (USP). Slogans for companies are crucial. Red Bull- gives you wings. The appeal- three types logos (logical), ethos (ethical) pathos (pictures/emotional) Informational appeals help consumers make purchase
decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides. emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs. Step 5: Media planning refers to the process of evaluating and selecting the media mix —the combination of the media used and the frequency of advertising in each medium—that will deliver a clear, consistent, compelling message to the intended audience . media buy , the actual purchase of airtime or print pages, is generally the largest expense in the advertising budget. Mass media channels include national newspapers, magazines, radio, and television and are ideal for reaching large numbers of anonymous audience members. Niche media channels are more focused and generally used to reach narrower segments, often with unique demographic characteristics or interests. advertising schedule , which specifies the timing and duration of advertising. continuous schedule runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive and/or reminder advertising. For example, Procter & Gamble advertises its Tide brand of laundry detergent continuously . Flighting refers to an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising. This pattern generally functions for products whose demand fluctuates, such as suntan lotion, which manufacturers may advertise heavily in the months leading up to and during the summer. Pulsing combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods. For example, airlines, hotels, and car rental companies might continuously advertise to ensure brand awareness but might increase the advertising in spikes during certain low demand periods. headline is the large type in an ad that is designed to draw attention. In the Duluth Trading Company ad, the headline, Last Pants Standing, works with the
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