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Published bySheryl Ward Modified over 9 years ago
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Advertising: Paid mass non-person communication
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Product Advertisements Product advertisements: are advertisements that focus on selling a good or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder. 15-3
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Dial Soap What is the type and purpose of this advertisement? 15-4
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Institutional Advertisements Institutional advertisements: are advertisements designed to build goodwill or an image for an organization rather than promote a specific good or service. 15-5
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Institutional Advertisements Institutional Advertisements Advocacy Pioneering Institutional Competitive Institutional Reminder Institutional 15-6
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Chevron and Bridgestone What is the type and purpose of each advertisement? 15-7 https://www.facebook.com/photo.php?v=461220498290&set=vb.431744650466&type=3&theater http://www.bridgestonetire.com/about/news/tv-commercials#
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Got Milk? and U.S. Army What is the type and purpose of each advertisement? 15-8 http://milkdelivers.org/got-milk-campaign/
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World Wide Fund, Candie’s, and Geico What is the appeal and purpose of each advertisement? 15-9 http://www.youtube.com/watch?v=kWBhP0EQ1lA http://www.geico.com/about/commercials/#.UozzWcSfjfs
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“Use facts, not fantasy. Don’t sermonize; advertise.” “If an ad doesn’t sell, if it doesn’t ultimately ring the cash register, it is a waste of money.” Jeffrey Fox
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Advantages: 1.Cost/contact CPM = (cost/unit)/reach X 1000 Example: Jay Leno: $51,000/ 30 sec reaches 5 million Super Bowl: $3.5 mill/ 30 sec reaches 111 million CPM for Leno= $ 10.20 CPM for SB= $ 31.50
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Advantages: 1.Cost/contact 2.Repetition Two-Factor Theory + - Valence
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Advantages: 1.Cost/contact 2.Repetition 3.Versatility
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Advantages: 1.Cost/contact 2.Repetition 3.Versatility 4. Atmosphere http://www.livingroomcandidate.org/commercials/1964 http://www.livingroomcandidate.org/commercials/1984
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Advantages: 1.Cost/contact 2.Repetition 3.Versatility 4. Atmosphere 5. Prestige
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Prestige factor is very odd:
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Disadvantages: 1.CostSuper Bowl is still $6-7 mill/ minute!!
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Disadvantages: 1.Cost 2.Flexibility
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Disadvantages: 1.Cost 2.Flexibility 3.Clutter
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Disadvantages: 1.Cost 2.Flexibility 3.Clutter Also a problem with repetition
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Disadvantages: 1.Cost 2.Flexibility 3.Clutter 4.Credibility “Alternative Explanation”
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Disadvantages: 1.Cost 2.Flexibility 3.Clutter 4.Credibility “Alternative Explanation” 5.High Waste
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Disadvantages: 1.Cost 2.Flexibility 3.Clutter 4.Credibility “Alternative Explanation” 5.High Waste 6.Lack of Action
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Disadvantages: 1.Cost 2.Flexibility 3.Clutter 4.Credibility “Alternative Explanation” 5.High Waste 6.Lack of Action 7.Problem measuring effectiveness
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DEVELOPING THE ADVERTISING PROGRAM 1. Identifying the Target Audience 2. Specifying the Advertising Objectives 3. Setting the Advertising Budget 15-26
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DEVELOPING THE ADVERTISING PROGRAM 4. Designing the ads Humorous appeals Increases credibility Increases memory Increases likability 15-27
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DEVELOPING THE ADVERTISING PROGRAM 4. Designing the ads Fear appeals Protection racket 15-28 http://www.youtube.com/watch?v=ivAx1zgdWoM
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DEVELOPING THE ADVERTISING PROGRAM 4. Designing the ads Sex appeals Careful! 15-29 http://smallbusiness.chron.com/examples- sex-appeal-advertising-works-60861.html
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DEVELOPING THE ADVERTISING PROGRAM 5. Selecting the right media 15-30
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SELECTING THE RIGHT MEDIA Basic Terms Reach Rating Frequency Gross Rating Points (GRPs) Cost per Thousand (CPM) = Reach × Frequency 15-31
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Factors to Consider Buyer Turnover Forgetting Rate Purchase Frequency 15-32
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FIGURE 15-1 FIGURE 15-1 Television, direct mail, and newspapers account for more than 65% of all advertising expenditures (in $millions) 15-33
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FIGURE 15-2 FIGURE 15-2 Advertisers must consider the advantages and disadvantages of the many media alternatives 15-34
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Television Out-of-Home TV Online TV (OTV) 15-35
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Television Wasted Coverage Cable and Satellite TV Infomercials 15-36
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Regional Issues Magazines 15-37
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Radio Satellite Radio Drive Times 15-38
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Newspapers Falling Circulation & Ad Revenue New Types of News Organizations Online and Mobile 15-39
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Yellow Pages 15-40
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Paid Search Rich Media Internet Banner/Display Ads 15-41
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Outdoor Transit Advertising Billboards 15-42
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FIGURE 15-A FIGURE 15-A Alternative structures of advertising agencies used to carry out the advertising program 15-43
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EXECUTING THE ADVERTISING PROGRAM PRETESTING THE ADVERTISING Pretests Pretests Portfolio Tests Theater Tests Jury Tests 15-44
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Posttests Posttests Aided Recall Unaided Recall Attitude Tests Sales Tests 15-45
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