Download Product-focused advertisements

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Learning Objectives
LEARNING OBJECTIVES

How do firms plan advertising campaigns?

Why do firms advertise and engage in public relations

What appeals do advertisers use?

How do firms determine which media to use?

What legal and ethical issues are of concern to advertisers?

Why do firms integrate PR into IMC?

How do sales promotions supplement an IMC strategy?
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The Gap

What is The Gap’s
current strategy?

How does it differ from
previous campaigns?

How is it similar?
Gap Commercial
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Steps in Planning an Ad Campaign
Advertising Age Website
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Set Advertising Objectives
Pull strategy
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Push strategy
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Advertising Objectives
Inform
Persuade
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Remind
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Designing an ad for a delicate topic
for parents and kids
Designing an ad for a
delicate topic for
parents and kids
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Museum of Modern Art, NY
How does this ad
inform, persuade, and
remind?
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Informative Advertising

Communicates to create and
build brand awareness

Retailers aim to push the
consumer through the buying
cycle to final purchase

Often used to inform
customers about upcoming
sales events or arrival of new
merchandise
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Persuasive Advertising

Generally occurs in the
growth and early maturity
stages of the Product Life
Cycle when competition is
most intense

May be used to reposition
an established brand in
the later stage of the
Product Life Cycle
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Reminder Advertising
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
Communication used
to remind or prompt
repurchases

Occurs after the
products have gained
market acceptance
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Focus of Advertisements
Product-focused
advertisements
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Institutional
advertisements
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Primary vs. Selective Demand
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18-13
Social Marketing
Public Service
Advertising (PSA)
Under Federal
Communication Commission
rules, broadcasters must
devote a specific amount of
free airtime to PSAs
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The AdCouncil
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The TRUTH Takes Hold

How to get young
consumers to quit smoking?

Part of the tobacco
settlement: “raising
generation that would be
smoke free”

TRUTH uses a hard-hitting
media campaign

In your face ads
TRUTH Campaign Commercial
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Determining Advertising Budget

Considerations:

Role that advertising plays in their attempt to meet
their overall promotional objectives

Expenditures vary over the course of the Product Life
Cycle

Nature of the market and the product influence the
size of the budget
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Convey the Message
Unique selling proposition (USP)
Verizon…….It’s the Network
Nokia…..Connecting People
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Creative Advertisements
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The Appeal
Informational appeal
Emotional appeal
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Symbols Help to Convey Messages
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Evaluate and Select Media
Media planning
Media mix
Media buy
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Mass and Niche Media
Mass media reach
large anonymous
audience
Niche media reach a smaller
more targeted audience
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Choosing the Right Medium
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Viral Marketing Campaign
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Determine the Advertising Schedule
Continuous
Pulsing
Flighting
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Create Advertisements
Creativity plays a
major role in the
execution stage
The type of
medium
determines the
execution style
Creativity should
not overshadow
the message
Ads
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The execution
style must match
the medium and
objectives
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What appeal is being
used in this
advertisement?
Is this ad effective in
delivering the selling
message?
Assess Impact
Pretesting
Tracking
Protesting
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Check Yourself
1.
What are the steps involved in planning
an ad campaign?
2.
What is the difference between
informational, persuasive and reminder
advertising?
3.
What are the pros and cons of the
different media types?
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Regulatory and Ethical Issues
in Advertising
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Puffery
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Public Relations
TOMS Shoes Website
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Check Yourself
1.
Why do companies utilize public relations
as part of their DML strategy?
2.
What are the elements of a public
relations toolkit?
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Sales Promotions
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
Can be targeted at
either the end user
consumers or channel
members

Can be used in either
push or pull strategies
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Types of Sales Promotion
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Sales Promotion
What form of sales
promotion is
represented in this ad?
Do you feel it is an
effective promotion?
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Using Sales Promotion Tools
Cross-promoting
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Cross Promotion
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Evaluated Sales Promotions
using Marketing Metrics
Realized margin
Cost of additional inventory
Potential increase in sales
Long-term impact
Potential loss from switches from more profitable items
Additional sales by customers
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Check Yourself
1.
What are various forms of sales
promotions?
2.
What factors should a firm consider when
evaluating a sales promotion?
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18-41
Glossary
An advertising plan is a subsection of the firm’s
overall marketing plan that explicitly analyzes the
marketing and advertising situation, identifies the
objectives of the advertising campaign, clarifies a
specific strategy for accomplishing those
objectives, and indicates how the firm can
determine whether the campaign was successful.
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Glossary
A continuous advertising schedule runs steadily
throughout the year and therefore is suited to
products and services that are consumed
continually at relatively steady rates and that
require a steady level of persuasive and/or
reminder advertising.
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Glossary
A flighting advertising schedule is implemented in
spurts, with periods of heavy advertising followed
by periods of no advertising.
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Glossary
Institutional advertisements inform, persuade, and
remind consumers about issues related to places,
politics, an industry, or a particular corporation.
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Glossary
Media buy is the actual purchase of airtime or print
pages.
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Glossary
The media mix is the combination of the media
used and the frequency of advertising in each
medium.
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Glossary
Media planning is the process of evaluating and
selecting the media mix that will deliver a clear,
consistent, compelling message to the intended
audience.
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Glossary
Product-focused advertisements focus on
informing, persuading, or reminding customers
about a specific product or service.
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18-49
Glossary
Public service advertising (PSA) focuses on public
welfare and generally is sponsored by nonprofit
institutions, civic groups, religious organizations,
trade associations, or political groups.
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Glossary
A pull strategy is a strategy in which the goal is to
get consumers to pull the product into the supply
chain by demanding it.
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Glossary
A pulsing advertising schedule combines the
continuous and flighting schedules by maintaining
a base level of advertising but increasing
advertising intensity during certain periods.
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Glossary
A push strategy is designed to increase demand by
focusing on wholesalers, distributors, or sales
people.
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