Download The Advertising Program

Advertising
Review Definition
Any paid form of nonpersonal
communication through the mass media
about a good, service, or idea by an
identified sponsor.
Types of Advertisements
Product Advertisements
– Pioneering ads
– Competitive ads
– Reminder ads
Verizon Mobile Instant Messaging
What is the type and purpose of this ad?
Slide 19-7
Allegra
What is the type and purpose of this ad?
Slide 19-11
FTD
What is the type and purpose of this ad?
Slide 19-14
Components of Advertising
Program
Define Target Audience
Specify Advertising Objectives
Set the Advertising Budget
Design the Advertisements
Select the Media
I. Define the Target Audience
Demographics
Psychographics
Benefits sought
Media usage
II. Advertising Objectives
Create awareness
Provide information
Compare product to competitor
Encourage trial
Remind consumers
III. Advertising Budget Approaches
Percent of sales
Competitive parity
All you can afford
Objective and task
IV. Design the Advertisement
Unique Selling Points – benefits the customer receives
when they buy or adopt the product.
Message Strategies
–
–
–
–
–
–
Spokesperson
Testimonials
Comparison
Humor appeal
Fear appeal
Imagery
Execution
– Copy
– Layout
– Storyboard
V. Select the Right Media
What is media?
Advantages and disadvantages of Media
Alternatives
Selection Criteria
Television, direct mail, and newspapers account for more than 60% of all
advertising expenditures (in $millions)
19-13
Advantages and disadvantages of major
advertising media
Slide 19-48