广告ADVERTISING国外大学优秀ppt讲义课件.ppt

CHAPTER SEVENTEEN ADVERTISING ADVERTISING The nature of Advertising We learned from the prior chapter that advertising… A persuasive message Carried by a non-personal medium Paid for by an identified sponsor. One way communication Lack of direct feedback Supports other promotional efforts Product vs Institutional advertising Product advertising Persuade you to buy a specific product, service and brand. A direct-action advertisement Sometimes indirect-action or “soft sell” Institutional advertising Promote an organizational image Stimulate generic demand for a product category Build goodwill for an industry Advertising planning and development process Communication goals for advertising Broad communication objectives include... Generate understanding To be understood To be believed To be remembered SPECIFIC ADVERTISING OBJECTIVES Increase product consumption Generate sales leads Increase brand awareness Increase repeat purchases Support personal selling efforts ADVERTISING OBJECTIVES Advertising objectives and the product life cycle Pre-introduction General promotional objectives Advertising strategy Define objectives and plan promotional campaign Screen concepts, create advertisements, and plan media selection Advertising objectives and the product life cycle Growth General promotional objectives Advertising strategy Primary objective of message Create product acceptance and brand preference Emphasize advantages of product and brand Persuasive communications Advertising objectives and the product life cycle Maturity General promotional objectives Advertising strategy Primary objective of message Maintain and enhance brand loyalty; convert buyers Reminder and emotional advertising; stimulate repeat purchases Reminder communications Advertising objectives and the product life cycle Decline General promotional objectives Advertising strategy Phase product out Minimal advertising; emphasis on low price to reduce inventory Creative strategy The Appeal The cent