F10+MKTG+3104+Student+19.+Advertising,+sales+promotions,+publicity+ppt

Competitive parity match competitors or share of

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Competitive Parity – match competitors or share of market Objective and Task - set objectives, identify tasks to reach them, estimate cost of tasks
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Developing an Advertising Developing an Advertising Program Program Step 4. Design the Ad Message Content “Hands only CPR is simple and effective” Creative Concept – Incredible things hands do Multiple Executions Vary the execution to allow repetition with slower ___________ (the point at which ad repetitions provide little incremental benefit)
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Developing an Advertising Developing an Advertising Program Program Step 4. Design the Ad Types of Appeals Slice of life Musical Lifestyle Scientific evidence Fantasy Endorsement Fear appeal Sexual appeals Comparative ads ( make direct comparisons to competition, identified or not) Seldom used by …
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Developing an Advertising Developing an Advertising Program Program Step 5. Select Media and Vehicles Criteria? Reach (# of individuals/households exposed) CPM (cost per thousand) Frequency (# of times each is exposed) Gross rating points (GRP) GRP = reach as % of target x frequency
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Media Selection for Hands On CPR * Television * Radio Newspapers * Outdoor Magazines * Internet Yellow pages * Cell phones Instruction al video Web video Create a symphon y Instructional app (free)
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Estimated U.S. Advertising by Media Type for 2009 Trends in U.S. Advertising Spending 2009: First half of 2010: Growth by media in 2010:
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Developing an Advertising Program Program Step 6.
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