Last Modified: 2011-06-03
Related Textbooks:Principles of Marketing (13th Edition)
2. Setting the advertising budget
3. Developing advertising strategy
4. evaluating advertising campaigns
Classified by their primary puropse
ex. early producers of DVD players first had to inform consumers of the image quality and convenience benefits
Comparative Advertising- directly or indirectly compares the brand with one or more other brands
ex. DVD players became established, then Sonytried to persuade consumers that its brand offered the best quality for their money
ex. Expensive coa-cola tv ads primarily build and maintain brand relationship rather than inform or persuade customers to buy in the short run.
-New products require larger budgets
-Mature brands require lower budgets
-Building or taking market share requires larger budgets
-Markets with heavy competition or high advertising clutter require larger budgets
-Undifferentiated brands require larger budgets
-Need to break thru clutter, consumers exposed to 3000-5000 commercial messages every day.
2.Selecting Advertising Media
Think Sex and the City and Absolute vodka
2. Creative Concept
3. Message execution
-Identify customer benefits that can be used as advertising appeals
Brings message strategy to life and appeals to advertising campaign
1. Meaning ful
ex. silk soymilk- "rise and shine" ad shows a young professional starting the day with a healthier breakfas and high hopes
ex. Mr. Clean, tony the tiger, GEICO Gecko
Lonely maytag repairman, GEICO cavemen
ex. samuel adams
ex. ordinary people saying how much they like the product, subway's spokesman Jared, or celbrity such as vanessa williams
-Diet coke mixed with mentos candies on youtube, produced a windfall of free buzz for coca cola.
-fresh perspective on brand
-boosts consumer involvement
2. choosing among major media types
3. selecting specific media vehicles
4. decding on media timing
examples of vehicles-30 rock, ABC world news tonight, newsweek, bogue, ESPN the magazine
-targets more effectively
-engages customers better
ex. - halmark advervtising greeting cards during holidays
-pattern of the advertising
continuity- scheduling within a given period, evenly
pulsing-scheduling ads unevenly over a given time perion
-Sales and profit effects
Should be tested before or after the ad runs
-effected by product features, price, availablilty
-ex. Nintendo held preview events for Wii, attracted media and consmbers
- Described as a marketing stepchild because of its often limited and scattered use.
- two marketing consultants conclude that "advertising doesn't build brands, PR does"
corporate identity materials
public service activities
mobile tour marketing
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