marketing ch. 15 Free Essay Example

marketing management must make four decisions when developing an advertising program. what are the four decisions?

1. setting advertising objectives
2. setting the advertising budget
3. developing advertising strategy (message and media decisions)
4. evaluating advertising campaigns

advertising objective

– first step in developing advertising program
a specific communication task to be accomplished with a specific target audience during a specific period of time
primary purpose: to inform, persuade, or remind.

Informative advertising examples

communicating customer value, building a brand and company image, telling the market about a new product, explaining how a product works, suggesting new uses for a product, informing the market of a price change, describing available services and support, correcting false impressions
– used heavily when introducing a new product category, and the objective is to build primary demand.

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persuasive advertising examples

building brand preference, encouraging switching to a brand, changing customer perceptions of a product value, persuading customers to purchase now, creating customer engagement, building brand community.
-becomes more important as competition increases.

objective is to build selective demand.

reminder advertising examples

maintaining customer relationships, reminding consumers that the product may be needed in the near future, reminding consumers where to buy the product, keeping the brand in customers mind during off-seasons
– important for mature products, helps maintain customer relationships and keep consumers thinking about the product

comparative demand (aka attack advertising)

some persuasive advertising has become this. in which a company directly or indirectly compares its brand with one or more other brands.

Advertising Budget

The second step in forming an advertising program
– often depends on its stage in the product life cycle
– market share also impacts the amount of advertising needed.

Madison & Vine

a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages.

advertainment

to make ads themselves so entertaining, or so useful, that people WANT to watch them.

brand entertainment

involves making the brand an inseparable part of some other form of entertainment. ex: product placements (embedding brands as props within other programming)

creative concept

the compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way.

advertising appeals should have 3 characteristics:

meaningful, believable, distinctive

execution style

the approach, style, tone, words, and format used for executing an advertising message.

examples of execution styles

slice of life, lifestyle, fantasy, mood or image, musical, personality symbol, technical expertise, scientific evidence, testimonial evidence or endorsement.

slice of life

shows one or more typical people using the product in a normal setting.

Lifestyle

shows how a product fits in with a particular lifestyle

fantasy

creates a fantasy around the product or its use

mood or image

builds a mood or image around the product or service such as beauty, love, intrigue, serenity, pride

musical

shows people or cartoon characters singing about the product

personality symbol

creates a character that represents the product

technical expertise

shows the company’s expertise in making the product

scientific evidence

presents surveys or scientific evidence that the brand is better or better liked than other brands.

testimonial evidence or endorsement

features a highly believable to likable source to endorse the product.

steps in advertising media selection are (four):

1. determining reach, frequency, impact, and engagement
2. choosing among major media types
3. selecting specific media vehicles
4. choosing media timing

return on advertising investment

the net return on advertising investment divided by the costs of the advertising investment

public relation departments perform:

press relations, product publicity, public affairs, lobbying, investor relations, development.

when the advertising objective is to build primary demand for a new product category, ______ advertising will most likely be used?

informative

______ becomes more important as competition increases. With this type of advertising, a company’s objective is to build selective demand

persuasive advertising

Frito-Lay was looking for new flavors for potato chips and ran a multi-stage contest among consumers who submitted ideas for new chips. Those entries eventually were narrowed to three flavors which were then manufactured and tested in the market. What tactic was Frito-Lay employing?

Consumer-generated content

Brands in a market with many competitors and high advertising clutter must ________.

be advertised more heavily to be noticed in the marketplace

Which of the following is a disadvantage of using direct mail as an advertising medium?

relatively high cost per exposure

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

product placement

Which message execution style depicts average people using a product in an everyday setting?

slice of life

Which of the following is a media measure?

click-through rate

Which of the following is a major step in selecting advertising media?