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Chapter 15

Chapter 15-Advertising


Department
Management (MGM)
Course Code
MGMA01H3
Professor
Alison Jing Xu
Chapter
15

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Chapter 15- Advertising and Public Relations
Advertising Any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor
Advertising is a good way to inform and persuade
SETTING ADVERTISING OBJECTIVES
oAdvertising Objective A specific communication task to be accomplished
with a specific target audience during a specific period of time
oThe aim can be to inform, persuade or remind
oInformation Advertising Objective is to build primary demand Inform
oPersuasive Advertising more important as competition increases,
objective is to build selective demand
Some persuasive advertising has become comparative advertising, in
which a company directly or indirectly compares its brand with one or
more other brands
oReminder Advertisingimportant for mature products, maintains brand
relationship
oOverall advertising goal is to help move customers through the buying
process
oSetting the Advertising Budget
Advertising Budget The dollars and other resources allocated to a
product or company advertising program
Often depends on the stage in the product life cycle (the earlier the
more advertising needed)
Market Share also affects the amount of advertising (smaller the
share, larger the advertising budget)
More competitors, more advertising
Finding the right balance depends on the individual firm
oDeveloping the Advertising Strategy
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Advertising strategy The strategy by which the company
accomplishes its advertising objectives. It consists of two major
elements: creating advertising messages and selecting advertising
media
Creating the Advertising Message
Breaking through the ClutterIt is getting harder and harder
for the firms to get people to watch their ads on tv as there is
an increasing number of ads consumers are subject to
Message Strategy To decide what general message will be
communicated to consumers
oPurpose of advertising is to get consumers to think
about or react to the product or company in a certain
way
oBegins with identifying customer benefits that can be
used as advertising appeals
oThen must develop a creative concept The compelling
big idea that will bring the advertising message
strategy to a life in a distinctive and memorable way
oCreative concepts guide the choice of specific appeals
They have 3 characteristics
Meaningful
Believable
Distinctive
Message Execution
oExecution Style The approach, style, tone, words and
format used for executing an advertising message
Slice of Life: typical people using the product in a
normal setting
Lifestyle: How the product fits with a certain
lifestyle
Fantasy: This style creates fantasy around the
product or its use
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Mood or image: This style builds a mood or image
around the product or service, such as beauty,
love or serenity
Musical: This style shows people or cartoon
characters singing about the product
Personality Symbol: This style creates a
character that represents the product
Technical Expertise: This style shows the
company’s expertise in making the product
Scientific Evidence: This style presents survey or
scientific evidence that the brand is better or
better liked than one or more other brands
Testimonial evidence or endorsement: This style
features a highly believable or likeable source
endorsing the product
oThen the advertiser must choose a tone for the ad
(positive, funny etc.)
oThen attention-grabbing words must be used
oFormat has to be appealing
Illustration
Headline
Copy-the main block of text
All of the above topics have to work together to be
effective
Consumer-generated Messages
oUsing consumers to do the advertising for you, sites
such as Youtube and facebook are open forums for
consumers to put their material out and can be
beneficial towards organizations (i.e. Diet coke and
mentos for diet coke)
oNot all efforts are successful though, consumers may not
put out positive messages regarding the organization or
product, not only that the competing company can sue
(i.e. Quiznos and Subway)
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