1. Chapter 15
Advertising Strategy

2. 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

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

4. 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

5. 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.

6. 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

7. 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

8. Humor Appeal

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

10. 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

11. Alternative Media Venues
Cinema
Product placement
In-tunnel, subway
Parking lot/street
Escalator -
Airline in-flight
Leaflets and brochures
Carry home menus
Carry home bags
Clothing
Mall signs
Kiosks

12. 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.

14. Final Exam
Will consist of chapters 5, 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.