Advertising

Sameer Mathur Assistant Professor (Marketing) www.smathur.com Advertising

FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here

Advertising

PART OF Marketing Communications Mix
Advertising:
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Sales promotion:
Short-term incentives to encourage purchase or sale of a product or service
Public relations:
Building good relations and corporate image with the company’s publics using publicity, and handling unfavorable events
Personal selling:
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships
Direct marketing:
Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships

Advertising

Canadian advertising expenditures by medium (2007)

Major Advertising Decisions

Advertising
Setting objectives
Setting the budget
Developing the advertising strategy
Evaluating advertising campaigns
Advertising objectives can be classified by primary purpose:
Inform
Introducing new products
Persuade
Becomes more important as competition increases
Comparative advertising
Remind
Most important for mature products
Key Decisions

Comparative Advertising

Kleenex is a well-known brand. The purpose of this ad is to remind the consumer.
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Advertising
Setting objectives
Setting the budget
Factors
Stage in the PLC
Market share
Level of competition
Ad clutter
Degree of brand differentiation
Key Decisions

Advertising
Setting objectives
Setting the budget
Creative challenges
Advertising clutter
TiVo and DVR
Creating ad messages
Message strategy
Message execution
Key Decisions

Advertising
Slice of Life
Lifestyle
Fantasy
Mood or Image
Musical
Personality Symbol
Technical Expertise
Scientific Evidence
Creative Execution Styles
Testimonial Evidence or Endorsement

A Fantasy, Slice of Life Execution Style

Celebrity spokespersons

Advertising
Setting objectives
Setting the budget
Select advertising media
Decide on level of reach, frequency and impact
Choose among the major media types by considering:
Consumer media habits, nature of the product, types of messages, and costs
Key Decisions

Major Media Types
Newspapers
Television
Direct Mail
Radio
Magazines
Yellow Pages
Internet
Outdoor
Consumer Generated Media

Media Selection
What media types make sense for KitKat, Bose?

Advertising
Setting objectives
Setting the budget
Measuring communications effect
Copy testing
Measuring sales effect
Compare past sales with past advertising expenditures
Experiments
Key Decisions

Evaluating Advertising

Evaluating Advertising
L.L. Bean is evaluating the different elements of the marketing mix to determine which led to this website visit

SUMMARY: Advertising Decisions

Readings P428, Advertising P450, Types of Advertisements P451, Product Advertisements P451, Institutional Advertisements P452, Developing the Advertising Program P452, Identifying the Target Audience P453, Specifying Advertising Objectives P453, Setting the Advertising Budget P453, Designing the Advertisement P455, Selecting the Right Media P457, Different Media Alternatives P463, Scheduling the Advertising P464, Executing the Advertising Program P464, Pretesting the Advertising P465, Carrying Out the Advertising Program P466, Evaluating the Advertising Program P466, Post-testing the Advertising P466, Making Needed Changes

SUMMARY: Advertising

FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here

Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Innovative Print Advertisements 2. Virgin Mobile’s 2008 Promotional Strategy in India POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. Positioning, Perceptual Maps

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Advertising

by Sameer Mathur on Nov 14, 2010

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Advertising — Presentation Transcript