Chapter 15 Advertising Strategy

The Nature of Advertising Promotes goods, services and ideas using mass media. Product advertising Direct-action advertisement Institutional advertising Promote organizational image Stimulate product category demand Goodwill

Planning and developing Advertising Campaigns Marketing strategy Specific advertising objectives Advertising budget Creative strategy Media selection Advertising production Advertising execution and evaluation

The Creative Strategy The Appeal – What should be said What the product/service offers Why customer should buy the offer Sex appeal Lifestyle compatible Problem solving Themes Positioning

The Creative Strategy Execution of Appeal Spokesperson Emotional tone Need to consider: Spokesperson Emotional tone Situation Creative platform – style of how the message is delivered.

The Creative Strategy Execution of the appeal Story line Product uses Problem solutions Slice of life Demonstration Comparative advertising Testimonial Lifestyle Fear Humour Sex Appeal Jingle

Animation Originally only used by firms with a small advertising budget Use has increased due to computer graphics technology. Rotoscoping. Clay animation. Some Web sites to explore Http://www.greengiant.com Http://www.doughboy.com

Humor Appeal http://www.exterminating.com

Dramatization/ Fear Appeal This ad reminds people of the dangers of overexposure to the sun.

Media Selection Television Radio Transit Billboard Internet Magazines Newspapers Direct Mail Alternate Media – shirts, caps, fax, yellow pages, self-run ads, movies, free-standing road signs, carry-home menus, pop displays Reach: a measure of the percentage of people in the target market exposed to the ad campaign in a given period Frequency: a measure of how many times the average person in the target market is exposed to the message

Alternative Media Venues Cinema Product placement In-tunnel, subway Parking lot/street Escalator - http://www.lolanewyork.com/articles/escalator-advertising--march-10 Airline in-flight Leaflets and brochures Carry home menus Carry home bags Clothing Mall signs Kiosks

Evaluation of Advertising Effectiveness Concept testing – pre advertising efforts Focus groups commonly used Post-testing Advertisements Measuring brand recall and recognition Measuring changes in attitudes about a product Generating inquiries about the products Sales/visits – pre vs. post advertising affects.

Final Exam Will consist of chapters 5, 8-15. Chapters 5 and 8 were chapters that we studied before the mid-term. Format: Multiple choice Short answer Small case/Application – will be expected to perform a SWOT analysis, and answer any relevant questions (short and discussion questions) associated with the case and tied to course concepts.