chapter 11.docx

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Simon Fraser University
Business Administration
BUS 343
Zaheer Jiwani

Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling (chapter 11) ADVERTISING Types of advertising  Product advertising: message focuses on specific good or service  Institutional advertising: promotes the activities, personality, or point of view of an organization or company  Corporate advertising: promotes the company as a whole instead of the firm’s individual products.  Advocacy advertising: state an organization’s position on an issue to sway public opinion  Public service advertisements: messages promote not-for-profit organizations that serve society in some way  Retail and local advertising: encourage customers to shop at a specific store or use a local service. Ethical issues in advertising:  Advertising is manipulative  Advertising is deceptive and untruthful  Advertising is offensive and in bad taste  Advertising creates and perpetuates stereotypes  Advertising causes people to buy things they don’t really need DEVELOP THE ADVERTISING CAMPAIGN  Step 1: Understand the target audience  Step 2: Establish message and budget objectives  Informative (introduction stage)  Persuasive  Reminder (declined stage)  Step 3: Create the ads  Creative element of advertising  Appeals: a reason for a person to buy a product Information appeals or appeals emotion (fear, humour, sex)  Execution formats: comparison /demonstration/ testimonial/ slice of life/ lifestyle  Tonality: mood or attitude the message conveys (straightforward/ humorous/dramatic/romantic/apprehension/fear)  Creative tactics and techniques: animation and art/ celebrities/ music/jingles and slogans  Step 4: Protest what the ads will say  pre-test  Step 5: Choose the media types and media schedule  TV/ Radio/ Internet  Newspapers /Magazines  Outdoor media  Alternative media  Media mix decision  Cost per contract: the cost of reaching one member of the target market  Reach: the number of target consumer exposed to a commercial at least once during a time period  Frequency: the number of times an individual is exposed to a message during a time period  Audience selectivity: the ability of an advertising medium to reach a precisely defined market.  Media scheduling:  Continuous Media Schedule: Advertising is run steadily throughout the period.  Flighted Media Schedule: Advertising is run heavily every other month or every two weeks.  Pulsing Media Schedule: Advertising combines continuous scheduling with flighting.  Seasonal Media Schedule: Advertising is run only when the product is likely to be used.  Step 6: Evaluate the advertising  Posttesting : Assessing advertisement’s effectiveness after it has appeared  3ways to measure the impact of and ad.  Unaided recall: by telephone survey or personal interviews whether a person remembers seeing an ad during a specified period without giving the person the name of the brand.  Aided recall: uses the name of the brand and sometimes other clues to prompt answers  Attitudinal measures: testing consumers’ beliefs or feelings about a product before and after they are exposed to messages about it Advertising strategies: •Comparative: emphasizes messages with direct or indirect promotional comparisons between competing brands •Celebrit
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