promotes organizational...

- images

- ideas

- political issues

(ex. Allstate = "In Good Hands")

promotes a company's position on a public issue

(ex. Philip Morris & smoking)

*form of Institutional Ads

promotes the...

- uses

- features

- benefits

... of a product

↑ primary demand

Introductory stage of life cycle

*form of product advertising

↑ secondary demand

sometimes compared to competitor offerings

*form of product advertising

compares 2+ brands based on 1+ product characteristic

*often used by ↓ mkt. share competitor to compare w/ mkt. leaders

(ex. Miller Light vs. Bud Light)

*form of Competitive advertising

reminds customers an established brand is "still around" & offers benefits

*form of Competitive advertising

assures customers they made the right brand choice

tells how to maximize satisfaction

* ↓ cognitive dissonance

Set Objectives

↓ 

 Budget Decisions

↓                 ↓ 

Message Decisions             Media Decisions

↓                 ↓ 

Evaluate Campaign

*vary based on resources, product type, audience, etc.

Audience - can be a smaller group of the target market

(ex. Nissan - marketed minivans to Latinos)

Inform - primary demand

Persuade - selective demand

Remind - ↑ brand loyalty

- stage in Life Cycle

- Market Share

- Competition & Clutter (noise?)

-  Advertising Frequency

- Product Differentiation

issues or selling points to be used in ad campaign

- often based on researching (or employee input) what target mkt. "wants to hear"

(ex. New Balance - Rec. vs. Pro athletes)

 *crucial to later stages

*does NOT indicate how to present issues

advertising budget for a specific time period

APPROACHES:

-Objective & Task

- % of Sales

- Competition-Matching

- Arbitrary

1) determine objectives

2) list necessary tasks

2) determine cost of each task

*how accurately can we determine tasks & costs???

Multiplies past and expected sales by a standard %

*based on: sales create advertising...FALSE

Match competitors...

- total budget

- % of sales

*does competition have the same objectives, constraints, etc.???

- specifies the mediums to be used

- sets dates & times ads will appear

* to achieve appropriate Reach & Frequency

- Continuous - constant level throughout campaign

- Flighting - ads runs for a time → doesn't run → runs again

- Pulsing - combines Continuous & Flighting (some ads are constant, but at certain times more appear)

Target mkt characteristics tend to differ by region

* some ads may be more effective in Boston than in Portland

Verbal portion of an ad

*headline is most important

**not necessarily written text

identifies the ad's sponsor

(ex. logo, name, address, etc.)

*in the "Copy"

Evaluation before ad campaign begins

- often uses a "consumer jury" - test groups, potential buyers, etc.

Evaluation after the campaign

- measures changes in desired variables

*test type determined by ad objectives

Respondent shown an actual ad...can they recognize it?

*posttest

what have respondents seen or heard recently?

 *not shown the actual ad

- Unaided - no cues

- Aided - shown product lists, brands, etc.