广告ADVERTISING【国外大学优秀ppt讲义课件】.ppt

《广告ADVERTISING【国外大学优秀ppt讲义课件】.ppt》由会员分享，可在线阅读，更多相关《广告ADVERTISING【国外大学优秀ppt讲义课件】.ppt（41页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、 chapter seventeenadvertising advertisingThe power of advertising can be amazing.It is a creative marketing tool whose influence may go far beyond the marketers intended purpose.This chapter explores the captivating world of advertising.the nature of advertising*We learned from the prior chapter tha

2、t advertising*A persuasive message*Carried by a non-personal medium*Paid for by an identified sponsor.*One way communication*Lack of direct feedback*Supports other promotional efforts product vs institutional advertising*Product advertising*Persuade you to buy a specific product,service and brand.*A

3、 direct-action advertisement*Sometimes indirect-action or“soft sell”*Institutional advertising*Promote an organizational image*Stimulate generic demand for a product category*Build goodwill for an industryExamples?advertising planning and development processMarketingStrategyAdvertisingObjectivesAdve

4、rtisingBudgetCreativeStrategyMediaStrategyAdvertisingProductionExecution&Evaluation communication goals for advertising*Broad communication objectives include.*Generate understanding*To be understood*To be believed*To be remembered specific advertising objectives*Increase product consumption*Generat

5、e sales leads*Increase brand awareness*Increase repeat purchases*Support personal selling efforts advertising objectivesAdvertising objectives change with environmental conditions,as do all other aspects of marketing.Marketing is dynamic;advertising,as one of the most visible components,must be espe

6、cially reflective of change.advertising objectives and the product life cycle*Pre-introduction*General promotional objectives*Advertising strategy*Define objectives and plan promotional campaign*Screen concepts,create advertisements,and plan media selection advertising objectives and the product lif

7、e cycle*Growth*General promotional objectives*Advertising strategy*Primary objective of message*Create product acceptance and brand preference*Emphasize advantages of product and brand*Persuasive communications advertising objectives and the product life cycle*Maturity*General promotional objectives

8、*Advertising strategy*Primary objective of message*Maintain and enhance brand loyalty;convert buyers*Reminder and emotional advertising;stimulate repeat purchases*Reminder communications advertising objectives and the product life cycle*Decline*General promotional objectives*Advertising strategy*Pha

9、se product out*Minimal advertising;emphasis on low price to reduce inventory creative strategy the appeal*The central idea of an advertising message is referred to as the advertising appeal*Try to create an distinctive positional promotional campaign*Specifically describes an answer to a customers p

10、roblem*Objective appeals*Emotional appeals*Combination of objective and emotionalOUTCOME how to say it execution of the appeal*Story line*Product uses*Problem solutions*Slice of life*Demonstration*Comparative advertising*Testimonial*Lifestyle*Still life*Association*Montage*Jingle*AnimationCan you co

11、me up with an example of each?producing an effective advertisement for print,broadcast or electronic media*Copy:The Verbal Appeal*Art:The Visual Appeal*Auditory AppealBLENDED TOGETHERATTENTIONINTERESTDESIREACTIONILL BUY IT!AIDA media selection*Media selection strategy involves*The message you wish t

12、o transmit*The audience you wish to reach*The effect you wish to have*The budget for this effortThe marketer must answer two basic questions media selection*Which media will efficiently get the message to the desired audience?*What scheduling of these media will neither bore people with too-frequent

13、 repetition of the message nor let too many people forget the message.which media?*Demonstration or visual comparison*Lengthy explanation of sales points*Reminder of package identificationTelevisionNewspaper,magazines or InternetBillboardsAlways of key importance is the matching of the media with th

14、e intended target market(s)commonly used media include*Newspapers*Magazines*Radio*Television*Direct mail*Internet*Point-of-purchase*Directories*OutdoorThe advantages and disadvantages of each of these media is highlighted in your textbook in Exhibit 17-7 what is scheduling?*Media planners must not o

15、nly select the general media category but also the exact vehicle,placement within that vehicle,size,reach and frequency.MagazinesHouse BeautifulFood Section 1/8th pageSix editions:January to AprilMidwest edition only electronic interactive media*Provides a consumer proactive environment*Effectively

16、provides large amounts of information*Use of web sites and banners as hypertext links*Marketers with web sites have the ability to track consumers that visit their site.*Cookies placed on users computers*Creation of customer databases*Collection of email addresses electronic interactive media*Consum

17、ers are beginning to use“smart agent software”that searches the Internet for products or services.*Marketers are beginning to expand their web sites beyond sales*Research*Product testing*Employee recruitment direct marketing with data bases*One of the fastest growing advertising media is direct mark

18、eting via telephones,catalogs,FAX,E-mail and computers.Their key to success is effective and efficient data bases,often times narrowcasting to a specific individual.*This ability to identify individual needs and wants have raised major questions concerning privacy rights!measuring the effectiveness

19、of advertising*Pretesting advertisements*Focus groups*Mall intercepts*In home projection tests*Trailer tests*Posttesting advertisements*Recognition and recall(aided or unaided)*Noted,associated and read most readership*Pre and post surveys*Inquiries generated ethical issues in advertising*Deceptive

20、and misleading information*Missing or false information*Bait and switch advertising*Excessive puffery*Public standards*What products cannot be advertised in certain media or at certain times*Role stereotyping*Often philosophical issues ethical issues in advertising*Special Issue:Advertising to children*Violence*Sex*Bad nutrition*Negative role models*Trick photography*Encourage materialismDISCUSSVIDEO