Psychological Influences- In Advertisements
A. Needs and Motives- factors and reasons that propel us to do certain things
Maslows Hierarchy of Needs- basic levels of needs
1st- Physiological Needs- things needed to survive, air, water, heat
2nd- Safety Ne
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How often will you run it?
How do you decide how often to run it?
Run it now? Skip time? Wait time?
Time of day, Time of month, Time of week
How long do you advertise for? What time periods?
Is your produc
-many choices of media
-85% of advertising costs are media costs
Need to allocate dollars to advertising
-least effective, no advertising, no sales
2. Percent of Sales
-Percentages are publi
Integrated Marketing Communications
- all elements of promotion mix working together to achieve goal
Does your ad do what you want it to do?
-Leave impression? Memorable?
Ex. Energizer Bunny was getting confused with Durac
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Executional Framework- plot
1. Animation- technology advancements such as computers has made animation
easy, animation grabs our attention (major benefit), can put animated characters
with real people in ads (people believe it), cuts thr
Ethics in Advertising
FTC- Federal Trade Commission
-Thousands of Employees, Governed by 7 federally appointed commissioners
FTC Concerns itself with 5 areas
a. False pricing, false claims, false competitor product criticism, false
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Disruptive Marketing- going against conventional methods and practices, trying to get
your name out, be annoying sometimes, just put name out for people to see with it being
concentrated on brand, not an opportunity to p
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CPM= insertion cost/gross impressions x 1000=
(M is roman numeral for thousand, so Cost Per Thousand)
$278,000 cost of full page ad in Oprah O magazine
20,560,000 readers of magazine
$278,000/20,560,000 x 1000= $13.62 to r
Branding allows people to identify with a group and promotes lifestyles
Harley Davidson creates a lifestyle, cult following
Brand- Associations that give you a feeling
-Brands are not always positive
-Brands have the ability to impact how you j
Target Audience- specific group you go after, usually B2C market
1. Identifiable- you need to be able to identify and know about the group youre
2. Substantial- enough target customers? Is their buying power large enough?