3. DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience Setting the Advertising Budget Specifying Advertising Objectives

4. DEVELOPING THE ADVERTISING PROGRAM Designing the Advertisement  Message Appeal Fear Appeals Sex Appeals Humorous Appeals  Creating the Actual Message

5. Partnership for a Drug Free America What is the appeal and purpose of this ad?

6. Shell What is the appeal and purpose of this ad?

7. Sierra Mist What is the appeal and purpose of this ad?

8. Burger King What is the appeal and purpose of this ad? Click Logo to Connect to Website

9. Pepsi What is the appeal and purpose of this ad?

10. FIGURE 16-A FIGURE 16-A Top 15 advertising slogans of the century

11. FIGURE 16-B FIGURE 16-B Top 10 advertising icons of the century

12. Concept Check 2. Describe three common forms of advertising appeals. A: They are: (1) fear appeal, to avoid some negative experience; (2) sex appeal, to increase the attractiveness of the user; and (3) humorous appeal, to imply that the product is more fun or exciting than competitors’ offerings.

13. FIGURE 16-1 FIGURE 16-1 U.S. advertising expenditures, by category (in millions of dollars)

14. DEVELOPING THE ADVERTISING PROGRAM Different Media Alternatives  Television Out-of-Home TV “Spot” Ads Infomercials Infomercials

15. FIGURE 16-2 FIGURE 16-2 Advantages and disadvantages of major advertising media

16. Ronco Infomercials What are the advantages and disadvantages of this medium? Click Icon to Play

17. DEVELOPING THE ADVERTISING PROGRAM Different Media Alternatives  Radio  Magazines  Newspapers  Yellow Pages

18. Radio Advertising Bureau What are the advantages and disadvantages of this medium?

19. Wal-Mart Radio Ad What are the advantages and disadvantages of this medium? Click Logo to Play

20. Teen People What are the advantages and disadvantages of this medium?

21. The Wall Street Journal What are the advantages and disadvantages of this medium?

22. Yellow Pages What are the advantages and disadvantages of this medium?

23. Outdoor Advertising: Billboards What are the advantages and disadvantages of this medium?