Chapter 15 Notes

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1 Apr 2011
Chapter 15:
Advertising any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor
4 important decisions when developing an advertising program: setting advertising
objectives, setting the advertising budget, developing advertising strategy (message
decisions and media decisions), and evaluating advertising campaigns
Setting Advertising Objectives
Objectives should based on past decisions about the target market, positioning, and
the marketing mix, which define the job that advertising must do in the total
marketing program
Advertising objective a specific communication task to be accomplished with a
specific target audience during a specific period of time
Primary purpose inform, persuade, or remind
Informative advertising is used heavily when introducing a new product category
Objective build primary demand
Persuasive advertising becomes more important as competition increases
Objective build selective demand
Comparative adverting (some persuasive advertising become it) in which a
company directly or indirectly compares its brand with one or more other brands
All too often, such ads invite competitors responses, resulting in an
advertising war that neither competitor can win
Reminder advertising is important for mature products it helps to maintain
customer relationships and keep consumers thinking about the product
Advertisings goal is to help move customers through buying process
Setting the Advertising Budget
Advertising budget the dollars and other resources allocated to a product or
company advertising program
A brands advertising budget often depends on its stage in the product life cycle
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Developing Advertising Strategy
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
1.Creating the Advertising Message
a.Breaking Through the Clutter
i.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
consumers with more engaging messages
b.Message Strategy
i.The first step in creating effective advertising messages is to
plan a message strategy to decide what general messages will
be communicated to consumers
ii.Begins with identifying customer benefits as advertising
iii.Follow directly from the company’s broader positioning and
customer value strategies
iv.Tend to be plain, straightforward outlines of benefits and
positioning points that the advertiser wants to stress
v.Next develop a creative concept the compelling big ideas
that will bring the advertising message strategy to life in a
distinctive and memorable way
vi.Advertising appeals should have three characteristics: (1)
meaningful, pointing out benefits that make the product more
desirable or interesting to consumers. (2) believable consumer
must believe that the product or service will deliver the
promised benefits. (3) distinctive they should tell how the
product is better than the competing brands
c.Message Execution
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i.Executing style the approach, style, tone, words, and format
used for executing an advertising message
1.Slice of life shows one or more typical people using
the product in a normal setting
2.Lifestyle shows how a product fits in with a particular
3.Fantasy creates a fantasy around the product or its
4.Mood or image builds a mood or image around the
product or service
5.Musical shows people or certain characters singing
about the product
6.Personality symbol creates a character that represents
the product
7.Technical expertise shows the company’s expertise in
marking the product
8.Scientific evidence presents survey or scientific
evidence that the brand is better or better liked than
9.Testimonial evidence or endorsement features a highly
believable or likable source endorsing the product
ii.The advertiser must choose a tone for the ad
iii.Use memorable and attention-getting words in the ad
iv.Format elements make a difference
1. Illustration is the first thing the reader notices must
be strong enough to draw conclusions
2.Headline must effectively entice the right people to
read the copy
3.Copy (main block of text in the ad) must be simple but
strong and convincing
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