COMM 296 Chapter Notes - Chapter 17: Sales Promotion, Unique Selling Proposition, Public Service Announcement

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Published on 15 Jul 2016
School
UBC
Department
Commerce
Course
COMM 296
Professor
ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS
COMM 296: Introduction to Marketing Jenny Tao
- Advertising: paid form of communication from an identifiable source, delivered
through a communication channel, and designed to persuade the receiver to take
some action, now or in the future
o 1) paid 2) carried by some medium 3) source of message known 4) designed
to take action
o word-of-mouth is not considered advertising
(1) Describe the steps in designing and executing an advertising campaign
(2) Identify three objectives of advertising
(3) Describe the different ways that advertisers appeal to consumers
(4) Identify the various types of media
- Steps in Planning and Executing an Ad Campaign:
o Step 1: Identify target audience
Through research, identify target audience which will set the tone
for the campaign
Target audience may/may not be the same as current users of
product
o Step 2: Set advertising objectives
Advertising plan: section of the marketing plan that outlines the
objectives of the advertising campaign, how the campaign might
accomplish those objectives, and how the firm can determine
whether the campaign was successful
Campaign objectives need to be specific and measurable
Pull strategy: designed to get consumers to pull the product into
the supply chain by demanding it
Push strategies: designed to increase demand by motivating sellers
to highlight the product, rather than the products of competitors,
and thereby push the product onto consumers
Three broad overall objectives of advertising:
Informative advertising: communication used to create and
build brand awareness, with the ultimate goal of moving the
consumer through the buying cycle to a purchase
Help businesses in early stages of product’s life cycles
→ helps provide info
Retailers use to tell customers about sale events and
new arrivals
Persuasive advertising: communication used to motivate
consumers to take action
For growth and early maturity stages of product life
cycle where competition is the most intense
Used to accelerate market’s acceptance of product
Identify target
audience
Set advertising
objectives
Determine the
advertising
budget
Convey the
message
Evaluate and
select media
Create
advertisement Assess impact
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ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS
COMM 296: Introduction to Marketing Jenny Tao
Used to reposition brand in later stages of product life
cycle
Reminder advertising: communication used to remind
consumers of a product or to prompt repurchases, especially
for products that have gained market acceptance and are in
the maturity stage of their life cycle
Campaign objectives determine specific ad’s focus:
Product-focused advertisements: use to inform, persuade,
or remind consumers about a specific product or service
Institutional advertisement: type of ad that informs,
persuades, or reminds consumers about issues related to
places, politics, or an industry (ie. Got Milk campaign)
Social marketing: applying marketing principles to a
social issue that brings about attitudinal and
behavioral change among the general public or a
specific population segment (for the betterment of the
society)
Public service advertising (PSA): advertising that
focuses on public welfare and generally is sponsored
by nonprofit institutions, civic groups, religious
organizations, trade associations, or political groups
o Step 3: Determine the advertising budget
Firms need to consider the role advertising plays in their attempt to
meet overall promotional objectives
Advertising expenditures vary over course of product life cycle
Nature of the market and product influence size of advertising
budgets
o Step 4: Convey the message
First determine the message
Key benefits of product/service; its problem solving abilities
Unique selling proposition (USP): a strategy of
differentiating a product by communicating its unique
attributes; often becomes the common theme or slogan in the
entire advertising campaign meaningful to consumers,
sustainable over time
Second determine the appeal
Informational appeals: used in promotion to help
consumers make purchase decisions by offering factual
information and strong arguments built around relevant
issues that encourage them to evaluate the brand favorably
on the basis of the key benefits it provides
Emotional appeal: aims to satisfy consumers’ emotional
desires rather than their utilitarian needs -- use emotion to
create customer bonds with brand (include fear, safety,
humor, happiness, love, sex, comfort, nostalgia)
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Document Summary

Steps in planning and executing an ad campaign: Assess impact: step 1: identify target audience. Through research, identify target audience which will set the tone for the campaign. Target audience may/may not be the same as current users of product: step 2: set advertising objectives. Advertising plan: section of the marketing plan that outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful. Campaign objectives need to be specific and measurable. Pull strategy: designed to get consumers to pull the product into the supply chain by demanding it. Push strategies: designed to increase demand by motivating sellers to highlight the product, rather than the products of competitors, and thereby push the product onto consumers. Three broad overall objectives of advertising: new arrivals. Retailers use to tell customers about sale events and.

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