广告advertising国外大学优秀ppt讲义课件

chapter seventeen advertising advertising The power of advertising can be amazing. It is a creative marketing tool whose influence may go far beyond the marketers intended purpose. This chapter explores the captivating world of advertising. the nature of advertising *We learned from the prior chapter that advertising *A persuasive message *Carried by a non-personal medium *Paid for by an identified sponsor. *One way communication *Lack of direct feedback *Supports other promotional efforts product vs institutional advertising *Product advertising *Persuade you to buy a specific product, service and brand. *A direct-action advertisement *Sometimes indirect -action or “soft sell” *Institutional advertising *Promote an organizational image *Stimulate generic demand for a product category *Build goodwill for an industry Examples? advertising planning and development process Marketing Strategy Advertising Objectives Advertising Budget Creative Strategy Media Strategy Advertising Production Execution advertising, as one of the most visible components, must be especially reflective of change. advertising objectives and the product life cycle *Pre-introduction *General promotional objectives *Advertising strategy *Define objectives and plan promotional campaign *Screen concepts, create advertisements, and plan media selection advertising objectives and the product life cycle *Growth *General promotional objectives *Advertising strategy *Primary objective of message * Create product acceptance and brand preference *Emphasize advantages of product and brand *Persuasive communications advertising objectives and the product life cycle *Maturity *General promotional objectives *Advertising strategy *Primary objective of message * Maintain and enhance brand loyalty; convert buyers *Reminder and emotional advertising; stimulate repeat purchases *Reminder communications advertising objectives and the product life cycle *Decline *General promotional objectives *Advertising strategy *Phase product out *Minimal advertising; emphasis on low price to reduce inventory creative strategy the appeal *The central idea of an advertising message is referred to as the advertising appeal *Try to create an distinctive positional promotional campaign *Specifically describes an answer to a customers problem *Objective appeals *Emotional appeals *Combination of objective and emotional OUTCOME how to say it execution of the appeal *Story line *Product uses *Problem solutions *Slice of life *Demonstration *Comparative advertising *Testimonial *Lifestyle *Still life *Association *Montage *Jingle *Animation Can you come up with an example of each? producing an effective advertisement for print, broadcast or electronic media *Copy: The Verbal Appeal *Art: The Visual Appeal *Auditory Appeal BLENDED TOGETHER ATTENTION INTEREST DESIRE ACTION ILL BUY IT! AIDA media selection *Media selection strategy involves *The message you wish to transmit *The audience you wish to reach *The effect you wish to have *The budget for this effort The marketer must answer two basic questions media selection *Which media will efficiently get the message to the desired audience? *What scheduling of these media will neither bore people with too-frequent repetition of the message nor let too many people forget the message. which media? *Demonstration or visual comparison *Lengthy explanation of sales points *Reminder of package identification Television Newspaper, magazines or Internet Billboards Always of key importance is the matching of the media with the intended target market(s) commonly used media include *Newspapers *Magazines *Radio *Television *Direct mail *Internet *Point-of-purchase *Directories *Outdoor The advantages and disadvantages of each of these media is highlighted in your textbook in Exhibit 17-7 what is scheduling? *Media planners must not only select the general media category but also the exact vehicle, placement within that vehicle, size, reach and frequency. Magazines House Beautiful Food Section 1/8th page Six editions: January to April Midwest edition only electronic interactive media *Provides a consumer proactive environment *Effectively provides large amounts of information *Use of web sites and banners as hypertext links *Marketers with web sites have the ability to track consumers that visit their site. *Cookies placed on users computers *Creation of customer databases *Collection of email addresses electronic interactive media *Consumers are beginning to use “smart agent software” that searches the Internet for products or services. *Marketers are beginning to expand their web sites beyond sales *Research *Product testing *Employee recruitment direct marketing with data bases *One of the fastest growing advertising media is direct marketing via telephones, catalogs, FAX, E-mail and computers. Their key to success is effective and efficient data bases, often times narrowcasting to a specific individual. *This ability to identify individual needs and wants have raised major questions concerning privacy rights! measuring the effectiveness of advertising *Pretesting advertisements *Focus groups *Mall intercepts *In home projection tests *Trailer tests *Posttesting advertisements *Recognition and recall (aided or unaided) *Noted, associated and read most readership *Pre and post surveys *Inquiries generated ethical issues in advertising *Deceptive and misleading information *Missing or false information *Bait and switch advertising *Excessive puffery *Public standards *What