Chapter 15 Textbook Summary Notes.docx
Chapter 15 Textbook Summary Notes.docx

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Western University
Management and Organizational Studies
Management and Organizational Studies 2320A/B
Kevin Thompson

Chapter 15 Textbook Summary Notes Advertising and Public Relations  Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor o Can be traced back to the very beginning of recorded history o Although advertising is used mostly by business forms, a wide range of not-for-profit organizations, professionals, and social agencies also use advertising to promote their causes to various target publics o Marketing management must make four important decisions:  Setting advertising objectives  Setting the advertising budget  Developing advertising strategy (message decisions and media decisions)  Evaluating advertising campaigns  Setting Advertising Objectives o The overall advertising objective is to help build customer relationships by communicating customer value o Advertising objective: a specific communication task to be accomplish with a specific target audience during a specific period of time  Can be satisfied by primary purpose – whether the aim is to inform, persuade, or remind o Informative advertising – used heavily when introducing a new product category; the objective to build primary demand o Persuasive advertising – becomes more important as competition increases; company’s objective is to build selective demand  Some persuasive advertising has become comparative advertising o Comparative advertising – company directly or indirectly compares its brand with one or more other brands o Reminder advertising – important for mature products; helps to maintain customer relationships and keep consumers thinking about the product o Advertisers goal is to help move consumers through the buying process  Setting the Advertising Budget o Advertising budget: the dollar and other resources allocated to a product or company advertising program o Factors that should be considered:  Stage in the product life cycle  Market share because building the market or taking market share from competitors requires larger advertising spending than does simply maintaining current share, low share brands usually need more advertising spending as a percentage of sales  Brands in a market with many competitors and high advertising clutter must be advertised more heavily to be noticed above the noise in the market  Undifferential brands – those that closely resemble other brands in their product class – may require heavy advertising to set them apart  Developing Advertising Strategy o 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 o Creating the advertising message  Advertising can succeed only if advertisements gain attention and communicate well  Good advertising messages are especially important in today’s costly and cluttered advertising environment  Increasingly hostile advertising environment  Advertisers can no long force feed the same old cookie cutter ad messages to captive consumers through traditional media  Today’s advertising messages must be better planned, more imaginative, more entertaining, and more rewarding to consumers  Many marketers are now subscribing to a new merging of advertising and entertainment dubbed “Madison and Vine” that represents the merging of advertising and entertainment in an effort to break though the clutter and create new avenues for reaching consumers with more engaging messages  The first step in creating effective advertising messages is to plan a message strategy – to decide what general message will be communicated to consumers  Must have a compelling creative concept: the compelling “big idea” that will bring the advertising message strategy to life in a distinctive and memorable way  The creative concept will guide the choice of specific appeals t be used in an advertising campaign  Firstly, they should be meaningful, pointing out benefits that make the product more desire  Second, appeals must be believable – consumers must believe that the product or service will deliver the promised benefits  The advertiser now has to turn the big idea into an actual ad execution that will capture the target market’s attention and interest  Executive styles:  Slice of life – one or more typical people using the product  Lifestyle – 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  Musical – shows people or cartoon characters singing about the product  Personality symbol – creates a character that represents the product (animated or real)  Technical expertise – shows the company’s expertise in making the product  Scientific evidence – presents survey or scientific evidence that the brand is better or better liked than one or more other brands  Testimonial evidence or endorsement – features a highly believable or likable source endorsing the product  The advertiser must also choose a tone for the ad  The advertiser must use memorable and attention-getting words in the ad  Format elements make a different in the ads impact as well as in its cost  Illustration, headline, copy (must be simple but str
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