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UNIT 10 ADVERTISING Copyright  2010 Qinghua University Press

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Presentation on theme: "UNIT 10 ADVERTISING Copyright  2010 Qinghua University Press"— Presentation transcript:

1 UNIT 10 ADVERTISING Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

2 AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO:
1. Understand what advertising is. 2. Know how to budget and evaluate an advertisement. 3. Explain how to evaluate advertising effects. 4. Identify the ways of selecting advertising media. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

3 I. Warm-up Qs: In what way do you know Naobaijin(脑白金） ?
Do you think the advertisements of Naobaijin have the desired effects? Why or why not? What percentage of the income does Mengniu Dairy (Group) Co., Ltd put in advertising? Why? Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

4 II. What is advertising? In a broad sense, advertising is generally categorized as means and behaviors to inform the mass. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

5 In a narrow sense, it is a persuasive and non-personal marketing communication element paid for by an identified sponsor, and disseminated through mass channels of communication to promote the adoption of goods, services, persons, or ideas. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

6 III. The Influence of advertising messages on consumers
Attention Message Exposure Comprehension Acceptance Retention Advertising Hierarchy of Effects Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

7 IV. Advertising objectives
1. Definition: An advertising objective is a specific communication task to be accomplished with a specific audience during a specific period of time. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

8 2. Characteristics: Advertising objectives should be realistic, precise, measurable and consistent with the organization’s overall marketing and communications objectives. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

9 3. Classification 1) By purpose: informative advertising, persuasive advertising, reminder advertising. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

10 2) Specific objective: to increase sales, to expand the market, to increase brand awareness, to communicate the company image. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

11 V. How to budget advertisements?
1. Affordable Approach 2. Percentage-of-Sales Approach 3. Competitive-Parity Approach 4. Objective-and-Task Approach Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

12 1. Affordable Approach 1) It is based on the organization’s subjective judgment and set at the level the organization think they can afford. 2) Possible results: It may lead to misunderstanding on advertising and make long-range market planning difficult. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

13 2. Percentage-of-Sales Approach
1) It is based on the percentage of the previous or this year’s expected sales or a percentage of the unit sales price. 2) Possible results: it may prevent the increased spending needed to turn around falling sales and make long-range planning difficult. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

14 3. Competitive-Parity Approach
1) It is based on competitors’ expenditures. 2) Possible results: it may lead to difficulties in preventing promotion wars. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

15 4. Objective-and-Task Approach
1) It is set at the levels appropriate to meet the organization’s specific sales goals. 2) It is the most ideal and difficult method to use! Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

16 VI. How to Evaluate Advertising Effects?
1. To evaluate the communication effects ***copy testing 2. To evaluate the sales effects ***comparison and experiment Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

17 Mengniu’s success Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

18 Mengniu’s success Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

19 Mengniu’s success Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

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