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Advertising

Published on Nov 18, 2015

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PRESENTATION OUTLINE

1.

ADVERTISING AND PUBLIC RELATIONS

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2.

NEW BRANDS WITH A SMALL MARKET SHARE TEND TO SPEND MORE ON ADVERTISING

ADVERTISING MAY CHANGE A CONSUMER'S NEGATIVE ATTITUDE TOWARD A PRODUCT, OR REINFORCE A POSITIVE
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3.

MAJOR TYPES OF ADVERTISING

  • Institutional advertising: enhances a company's image rather than promoting a product.
  • Product advertising: touts the benefits of a specific product or service.
4.

PRODUCT ADVERTISING

  • Pioneering: stimulates primary demand for new product
  • Competitive: influences demand for brand
  • Comparative: compares two or more competive brands' products attributes
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5.

ADVERTISING CAMPAING

A SERIES OF RELATED ADVERTISEMENTS FOCUSING ON A COMMON THEME, SLOGAN, AND SET OF APPEALS.
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6.

ATTACKING OBJECTIVES

  • Identify product benefits
  • Develop and evaluate advertising appeals
  • Execute the message
  • Evaluate the campaign's effectiveness
7.

IDENTIFY PRODUCT BENEFITS

SELL PRODUCT'S BENEFITS NOT ITS ATTRIBUTES, THEN ASK "SO?" TO DETERMINE IF IT IS A BENEFIT
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8.

ADVERTISING APPEALS

  • Profit: product saves, makes, or protects money
  • Health: Appeals to body-conscious or health seekers
  • Love or romance: Used in selling cosmetics and perfumes
  • Fear: Social embarrassment, old age, losing health
  • Admiration: Reason for use of celebrity spokespeople
9.

ADVERTISING APPEALS

  • Convenience: Used for fast foods and microwave foods
  • Fun and pleasure: Key to advertising vacations, beer, parks
  • Vanity and egotism: Used for expensive or conspicuous items
  • Environmental consciousness: Centers around environmental protection
10.

UNIQUE SELLING PROPOSITION

A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
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11.

MEDIA DECISIONS IN ADVERTISING

MONITORED MEDIA & UNMONITORED MEDIA
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12.

PUBLIC RELATIONS

EVALUATES PUBLIC ATTITUDES, IDENTIFIES ISSUES OF PUBLIC CONCERN EXECUTES PROGRAMS TO GAIN PUBLIC
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13.

FUNCTIONS OF PUBLIC RELATIONS

  • Press relations
  • Product publicity
  • Corporate communication
  • Public affairs
  • Lobbying

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