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Slide 19-6

TYPES OF ADVERTISEMENTS. Advertising. Product Advertisements. Pioneering (or Informational). Competitive (or Persuasive). Comparative. Reminder. Reinforcement. Slide 19-6. ADVERTISEMENT 19-A Pioneering product advertisement: iMac. Slide 19-8. TYPES OF ADVERTISEMENTS.

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Slide 19-6

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  1. TYPES OF ADVERTISEMENTS • Advertising • Product Advertisements • Pioneering (or Informational) • Competitive (or Persuasive) • Comparative • Reminder • Reinforcement Slide 19-6

  2. ADVERTISEMENT 19-APioneering product advertisement: iMac Slide 19-8

  3. TYPES OF ADVERTISEMENTS • Institutional Advertisements • Advocacy • Pioneering Institutional • Competitive Institutional • Reminder Institutional Slide 19-17

  4. ADVERTISEMENT 19-EInstitutional advocacy advertisement: Motion Picture Association of America, Inc. Slide 19-19

  5. DEVELOPING THEADVERTISING PROGRAM • Identifying the Target Audience • Specifying Advertising Objectives • Setting the Advertising Budget Slide 19-27

  6. FIGURE 19-1 Super Bowl, super dollars, super audience Slide 19-28

  7. Sierra MistWhy advertise during the Super Bowl? Slide 19-29

  8. DEVELOPING THEADVERTISING PROGRAM • Designing the Advertisement • Message Content • Fear Appeals • Sex Appeals • Humorous Appeals • Creating the Actual Message Slide 19-31

  9. Partnership for a Drug Free AmericaWhat is the appeal and purpose of this ad? Slide 19-32

  10. ETHICS AND SOCIAL RESPONSIBILITY ALERT Who Decides What Is“Appropriate” Advertising? Slide 19-35

  11. FIGURE 19-A Top 15 advertising slogans of the century Slide 19-39

  12. FIGURE 19-B Top 10 advertising icons of the century Slide 19-40

  13. DEVELOPING THEADVERTISING PROGRAM • Selecting the Right Media • Advertising Media • Choosing a Medium and a Vehicle within That Medium • Maximizing Exposure • Minimizing Costs Slide 19-43

  14. FIGURE 19-2 U.S. advertising expenditures, by category (in millions of dollars) Slide 19-44

  15. DEVELOPING THEADVERTISING PROGRAM • Selecting the Right Media • Basic Terms • Reach • Rating • Frequency • Gross Rating Points (GRPs) • Cost per Thousand (CPM) Slide 19-45

  16. FIGURE 19-3 The language of the media buyer Slide 19-46

  17. DEVELOPING THEADVERTISING PROGRAM • Different Media Alternatives • Television • Out-of-Home TV • “Spot” Ads • Wasted Coverage • Digital Video Recorders (DVRs) • Infomercials Slide 19-47

  18. FIGURE 19-4 Advantages and disadvantages of major advertising media Slide 19-48

  19. DEVELOPING THEADVERTISING PROGRAM • Different Media Alternatives • Radio • Magazines • Newspapers • Yellow Pages Slide 19-51

  20. DEVELOPING THEADVERTISING PROGRAM • Different Media Alternatives • Internet • Rich Media • Online Advertising Options • Permission-Based Advertising Slide 19-59

  21. DEVELOPING THEADVERTISING PROGRAM • Different Media Alternatives • Outdoor • Billboards • Transit Advertising • Other Media • Place-Based Media • Selection Criteria Slide 19-62

  22. DEVELOPING THEADVERTISING PROGRAM • Scheduling the Advertising • Buyer Turnover • Purchase Frequency • Forgetting Rate • Continuous (Steady) Schedule • Flighting (Intermittent) Schedule • Pulse (Burst) Schedule Slide 19-65

  23. EXECUTING THEADVERTISING PROGRAM • Pretesting the Advertising • Portfolio Tests • Jury Tests • Theater Tests Slide 19-69

  24. EXECUTING THEADVERTISING PROGRAM • Carrying Out the Advertising Program • Full-Service Agency • Limited-Service Agencies • In-House Agencies Slide 19-70

  25. FIGURE 19-5 Alternative structures of advertising agencies used to carry out the advertising program Slide 19-71

  26. EVALUATING THEADVERTISING PROGRAM • Posttesting the Advertising • Aided Recall (Recognition-Readership) • Unaided Recall • Attitude Tests • Inquiry Tests • Sales Tests • Making Needed Changes Slide 19-72

  27. SALES PROMOTION • Consumer-Oriented Sales Promotion • Coupons • Deals • Premiums • Self-Liquidating • Contests • Sweepstakes Slide 19-76

  28. FIGURE 19-6 Sales promotion alternatives Slide 19-77

  29. SALES PROMOTION • Consumer-Oriented Sales Promotion • Samples • Loyalty Programs • Point-of-Purchase Displays • Rebates • Product Placement Slide 19-80

  30. SALES PROMOTION • Trade-Oriented Sales Promotion • Allowances and Discounts • Merchandise Allowance • Case Allowance • Finance Allowance • Cooperative Advertising • Training of Distributors’ Salesforces Slide 19-85

  31. PUBLIC RELATIONS • Publicity Tools • News Release • News Conference • Public Service Announcements (PSAs) • Personal Appearance/Visibility Slide 19-89

  32. INCREASING THE VALUEOF PROMOTION • Building Long-Term Relationships with Promotion • Self-Regulation Slide 19-92

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