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Chpt 9 and Chpt 10 Product Chpt 11 Place Chpt 14, Chpt 15, Chpt 16 Promotion Chpt 17, Chpt 18 Price Chapter 16 Prepared for Marketing 106 Slide 3 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 4 Why Do We Do Advertising • Personal Selling is preferred, because it is so effective - but, it is expensive sometimes to contact EVERYBODY this way • Advertising is not as direct as Personal Selling, but you can reach a lot of people Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 5 Advertising in Canada has to be International • Our Canadian market is very multi-cultural • Advertising in Canada has to acknowledge the international aspects in order to be successful • A large part of the market in Toronto is NOT from the U.K. so we have to have advertising that can be understood by other people Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 6 The Top 10 Advertisers in Canada Rank Revenue (thousands of dollars) Name 1 General Motors of Canada 2 Procter & Gamble 84 499.5 3 The Thomson Group 70 159.3 4 BCE 53 972.9 5 John Labatt Ltd. 50 036.0 6 Eaton’s of Canada 47 135.9 7 Sears Canada 46 582.1 8 Government of Canada 43 928.7 9 The Molson Companies 42 873.6 Chrysler Canada 41 171.5 10 Prepared for Marketing 106 113 048.4 1993 stats Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Prepared for Marketing 106 Slide 7 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 8 Advertising Objectives are a Strategy Decision • Every ad should have clearly defined objectives • these objectives guide the people who create the ads Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 9 Product Advertising Nonpersonal selling of a particular good or service. - TV ads - billboards - junk mail Page 518 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 10 Institutional Advertising Also called Advocacy advertising See slide # 16 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 11 Pioneering Advertising, also called Informative “… tries to develop primary demand…” Done in the early stage of the Product Life Cycle. Competitive Advertising Direct Indirect Page 518 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 12 Competitive Advertising Direct Tries to get you to take action now - buy the product now. Immediate Buying Indirect Tries to point out the advantages so if you think about this product later, you will buy their brand Page 518 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 13 Comparative Advertising Advertising that makes direct comparisons with competitive brands. Companies used to hesitate to do this, but now they do it freely. Sometimes it can backfire and cause the viewer to NOT want to buy the product - if the comparison is too harsh eg. Political advertising that is too nasty Page 518 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 14 Comparative Advertising Some countries do not allow Comparative Advertising. Other countries allow it,,, but,, you have to prove any statements you make Page 520 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 15 Reminder Advertising Done in the Maturity and Decline stage of the Product Life Cycle. You already know about the product - they want you to keep using it, even if new competitors come along. These ads are usually “soft-sell” and try to be entertaining. Page 521 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 16 Relationship between Advertising and the Product Life Cycle Competitive Comparative Pioneering Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 17 Institutional Advertising Promoting a concept, idea, or philosophy, or the goodwill of an industry, company, or organization. This is closely related to the PR program of the company Also called Advocacy advertising Prepared for Marketing 106 Page 521 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 18 Institutional Advertising Used often by Japanese conglomerates that have many types of products eg. Hitachi SONY Mitsubishi Panasonic (Matsushita Electronics) Page 521 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 19 Retail Advertising Retail advertising is the advertising done by stores that sell “stuff” directly to the consumers. Co-operative Advertising The sharing of advertising costs between the middlemen and retailer and the manufacturer. This means they will co-operate to display sales promotion material and share the costs of commercials and billboards etc. Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 20 Page 523 8th edition Page 444 9th edition Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Prepared for Marketing 106 Slide 21 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 22 Before we talk about choosing the best way to advertise, we first have to discuss our Position Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 23 Positioning • Remember Chpt 3 • Positioning involves developing a marketing strategy aimed at a particular market segment - in order to achieve a desired position with respect to the competition, in the mind of the buyer. • ie. That buyers will think a certain way about a product - re: its competitor Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 24 Positioning 1. By attributes - shampoo (Pantene Pro V) 2. By price - Zeller’s “lowest price is the law” 3. By competitor- Snapple, “We’re #3” 4. By application - Nutrigrain - until we get beamed to work! 5. By product user - consumer, industry, govt 6. By product class - convenience, shopping, specialty goods Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 25 Media Selection • Newspapers • Magazines • Television • Radio • Direct Mail • Outdoor Prepared for Marketing 106 ? - in which category is the most money spent Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 26 Media Selection • Newspapers - largest share of advertising, 26% • Magazines - 12% • Television - 2nd major category, 14% • Radio - 7% • Direct Mail • Outdoor, billboards etc. - 6% Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Advantages and Disadvantages of the Various Advertising Media Media Advantages Disadvantages Newspapers Flexibility Community prestige Intense coverage Reader control of exposure Co-ordination with national advertising Merchandising service Short lifespan Hasty reading Poor reproduction Magazines Selectivity Quality reproduction Long life Prestige associated with some magazines Extra services Lack of flexibility Television Great impact Mass Coverage Repetition Flexibility Prestige Temporary nature of message High cost High mortality rate for commercials Evidence of public distrust Lack of selectivity Advantages and Disadvantages of the Various Advertising Media Media Advantages Disadvantages Radio Immediacy Low cost Practical audience selection Mobility Fragmentation Temporary nature of message Little research information Outdoor Advertising Quick communication of simple ideas Repetition Ability to promote products available for sale nearby Brevity of the message Public concern over aesthetics Direct Mail Selectivity Intense coverage Speed Flexibility of format Complete information Personalization High cost per person Dependence on quality of mailing list Consumer resistance Chapter 16 Slide 29 Page 528 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Prepared for Marketing 106 Slide 30 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 31 To produce, then additional money to get “air” time Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 32 Planning The Best Message What should an ad accomplish 1. Gain attention and interest 2. Inform and persuade 3. Lead to the person buying Page531 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 33 Planning The Best Message “Copy Thrust” the words you say to get the attention 1. Copy - the text 2. Thrust - the intention, direction Page531 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 34 Planning The Best Message “A I D A” A - Attention I - Interest D - Desire A - Action Page531 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 35 Direct Response Ads • Call 1-800-…………. • See our web site at WWW.STUFF.COM Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 36 The Advertising Campaign • When developing a mktg comms strategy, you do not restrict your plan to just advertising • Many things are also done such as direct mailing, PR, special events, radio, media Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 37 Assessing the Effectiveness of an Advertisement • Pretesting The assessment of an advertisement’s effectiveness before it is actually used. • Post-testing The assessment of advertising copy after is has been used. Prepared for Marketing 106 Page 387 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 38 Advertising Agency A marketing specialist firm that assists the advertiser in planning and preparing its advertisements. They have specialists who know all about the effect of different advertising methods and can help a company with their strategy. Page 535 Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Celebrity Marketing Prepared for Marketing 106 Slide 39 Having celebrities lend their name and influence to the promotion of a product. Copyright, Professor W.T.G. Richardson, Seneca College Chapter 16 Slide 40 Role Model Marketing Marketing technique that associates a product with the positive perception of a type of individual or role. (ie. Naya water with healthy lifeguards) Sometimes used by companies who cannot afford to pay a celebrity. Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College