Learning Objectives

2. Learning Objectives • How do firms plan advertising campaigns? • Why do firms advertise and engage in public relations • What appeals do advertisers use? • How do firms determine which media to use? • What legal and ethical issues are of concern to advertisers? • Why do firms integrate PR into IMC? • How do sales promotions supplement an IMC strategy?

3. The Gap • What is The Gap’s current strategy? • How does it differ from previous campaigns? • How is it similar? Gap Commercial

4. Steps in Planning an Ad Campaign Advertising Age Website

5. Set Advertising Objectives Pull strategy Push strategy

6. Advertising Objectives

7. Designing an ad for a delicate topic for parents and kids

8. Museum of Modern Art, NY

9. Informative Advertising • Communicates to create and build brand awareness • Retailers aim to push the consumer through the buying cycle to final purchase • Often used to inform customers about upcoming sales events or arrival of new merchandise

10. Persuasive Advertising • Generally occurs in the growth and early maturity stages of the Product Life Cycle when competition is most intense • May be used to reposition an established brand in the later stage of the Product Life Cycle

11. Reminder Advertising • Communication used to remind or prompt repurchases • Occurs after the products have gained market acceptance

12. Focus of Advertisements Product-focused advertisements Institutional advertisements

13. Primary vs. Selective Demand

14. Social Marketing

15. The AdCouncil

16. The TRUTH Takes Hold • How to get young consumers to quit smoking? • Part of the tobacco settlement: “raising generation that would be smoke free” • TRUTH uses a hard-hitting media campaign • In your face ads TRUTH Campaign Commercial

17. Determining Advertising Budget • Considerations: • Role that advertising plays in their attempt to meet their overall promotional objectives • Expenditures vary over the course of the Product Life Cycle • Nature of the market and the product influence the size of the budget

18. Convey the Message Unique selling proposition (USP) Verizon…….It’s the Network Nokia…..Connecting People

19. Creative Advertisements

20. The Appeal Informational appeal Emotional appeal

21. Symbols Help to Convey Messages

22. Evaluate and Select Media

23. Mass and Niche Media Mass media reach large anonymous audience Niche media reach a smaller more targeted audience

24. Choosing the Right Medium

25. Viral Marketing Campaign

26. Determine the Advertising Schedule

27. Create Advertisements

29. Assess Impact

30. Check Yourself What are the steps involved in planning an ad campaign? What is the difference between informational, persuasive and reminder advertising? What are the pros and cons of the different media types?

31. Regulatory and Ethical Issues in Advertising

32. Puffery

33. Public Relations TOMS Shoes Website

34. Check Yourself Why do companies utilize public relations as part of their DML strategy? What are the elements of a public relations toolkit?

35. Sales Promotions • Can be targeted at either the end user consumers or channel members • Can be used in either push or pull strategies

36. Types of Sales Promotion

37. Sales Promotion

38. Using Sales Promotion Tools Cross-promoting

39. Cross Promotion

40. Evaluated Sales Promotions using Marketing Metrics

41. Check Yourself What are various forms of sales promotions? What factors should a firm consider when evaluating a sales promotion?

42. An advertising plan is a subsection of the firm’s overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful. Glossary Return to slide

43. A continuous advertising schedule runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive and/or reminder advertising. Glossary Return to slide

44. A flighting advertising schedule is implemented in spurts, with periods of heavy advertising followed by periods of no advertising. Glossary Return to slide

45. Institutional advertisements inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation. Glossary Return to slide

46. Media buy is the actual purchase of airtime or print pages. Glossary Return to slide

47. The media mix is the combination of the media used and the frequency of advertising in each medium. Glossary Return to slide

48. Media planning is the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience. Glossary Return to slide

49. Product-focused advertisements focus on informing, persuading, or reminding customers about a specific product or service. Glossary Return to slide

50. Public service advertising (PSA) focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups. Glossary Return to slide