Marketing II The Chang School-Ryerson UniversityContinuing Education Instructor: Armand Gervais Email:email@example.com preferred Web: www.ryerson.ca/~agervais Office: Bus 308 Phone: 416-979-5000 Ext 4215
Lecture 6 Agenda • Don’t Forget Name Tags • Chapter 19 • Break • Time to work in Groups
19 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS CHAPTER
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Explain the differences between product advertising and institutional advertising and the variations within each type. • Understand the steps used to develop, execute, and evaluate an advertising program.
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Explain the advantages and dis-advantages of alternative advertising media. • Understand the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions.
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Recognize public relations as an important form of communications.
ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL! Contextual marketing??
TYPES OF ADVERTISEMENTS • Product Advertisements • Institutional Advertisements
Jeep Ad Pioneering, competitive, or reminder?
Xerox Ad Pioneering, competitive, or reminder?
FTD Ad Pioneering, competitive, or reminder?
Got Milk? Ad Competitive institutional advertisement
Mac-Gray Print Ad Pioneering institutional advertisement
Tobacco is Whacko Ad Advocacy advertisement
Concept Check 1. What is the difference between pioneering and competitive ads? A: Pioneering ads tell people what a product is, whereas competitive ads promote a specific brand’s features and benefits.
Concept Check 2. What is the purpose of an institutional advertisement? A: To build goodwill or an image for an organization.
DEVELOPING THE ADVERTISING PROGRAM • Identifying the Target Audience • Xbox Mature adult • Specifying Advertising Objectives • Communicate other benefits besides gaming • Ease of use Time shifting • Setting the Advertising Budget
FIGURE 19-1 Super Bowl, super dollars. Pepsi and Monster.com place ads on the Super Bowl
DEVELOPING THE ADVERTISING PROGRAM • Designing the Advertisement • Message Content • Creating the Actual Message
Penn Ad: Official Ball of 1988 French Open
Pepsi TV Ad: “Britney Now & Then” Reinforcement ad with spokesperson
Pepsi TV Ad: “Testimonial” Spokesperson with humorous appeal
Pepsi TV Ad: “Jackson Streets” Competitive Ad
Diet Pepsi TV Ad: “Uh Huh”Reinforcement ad with spokesperson
Sierra Mist TV Ad: “Pachanga” Pioneering ad with sex appeal
Mountain Dew TV Ad: “Ram” Reminder ad with humorous appeal
Xerox Ad Comparative Ad
PETA TV Ad: “Singing Cows” Advocacy ad with humorous appeal
Shell TV Ad: “Deadly Distractions” Advocacy ad with fear appeal
Golden Plump Chicken TV Ad Competitive ad featuring humorous appeal
Hush Puppies TV Ad Pioneering ad featuring humorous appeal
Concept Check 1. What are the characteristics of good advertising objectives? A: (1) A well-defined target audience, (2) measurable, and (3) over a specific time period.
Concept Check 2. What is a potential shortcoming of using a celebrity spokesperson? A: The spokesperson’s image may change to become inconsistent with the company or brand.
DEVELOPING THE ADVERTISING PROGRAM • Selecting the Right Media • Choosing a Medium and a Vehicle within That Medium
FIGURE 19-2 U.S. advertising expenditures, by category (data in millions of dollars)
DEVELOPING THE ADVERTISING PROGRAM • Basic Terms • Reach • Rating • Frequency • Gross Rating Points • Cost Per Thousand
TNN Ad Print ad for cable station
DEVELOPING THE ADVERTISING PROGRAM • Different Media Alternatives • Television • Infomercials • Radio • Magazines • Newspapers
DEVELOPING THE ADVERTISING PROGRAM • Different Media Alternatives (cont) • Internet • Outdoor • Other Media • Selection Criteria • Scheduling the Advertising
FIGURE 19-4 Advantages and disadvantages of major advertising media
TV storyboards lead to commercials, which communicate with sight, sound, and motion
DEVELOPING THE ADVERTISING PROGRAM • Scheduling the Advertising
Concept Check 1. You see the same ad in Time and Fortune magazines and on billboards and TV. Is this an example of reach or frequency? A: Frequency
Concept Check 2. Why has the Internet become a popular advertising medium? A: Large new audience, offers advantages over other forms primarily through combining their advantages, offers potential for tracking effectiveness.
Concept Check 3. What factors must be considered when choosing among alternative media? A: Target audience media habits, product attributes, and cost.
EXECUTING THE ADVERTISING PROGRAM • Pretesting the Advertising • Portfolio Tests • Jury Tests • Theater Tests
FIGURE 19-5 Alternative structures of advertising agencies used to carry out the advertising program