广告ADVERTISING国外大学优秀讲义ppt课件.pptVIP

CHAPTER SEVENTEEN ADVERTISING ADVERTISING The power of advertising can be amazing. It is a creative marketing tool whose influence may go far beyond the marketer’s intended purpose. This chapter explores the captivating world of 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 Examples? Advertising planning and development process Marketing Strategy Advertising Objectives Advertising Budget Creative Strategy Media Strategy Advertising Production Execution Evaluation 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 change with environmental conditions, as do all other aspects of marketing. Marketing is dynamic; advertising, as one of the most visible components, must be especially reflective of change. 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 prefer