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15 Advertising PR

"Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't." Morris Hite. Advertising Evolution

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15 Advertising PR

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Presentation Transcript

    1. 15 Advertising & PR Dr. Close

    2. "Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't." Morris Hite

    3. Advertising Evolution& Effects Ad expenses have risen over the past decade (mature mkt). Ex: Arm & Hammer U.S. spends more on ads than any other country GM, P&G, and Time Warner each spend approx. $10 Million a DAY on U.S advertising!!!!!

    4. Types of Ads Institutional Advertising Advocacy ads (a form of institutional ads): promote goodwill, organization/industry (AT&T Supports The Cyclists of the Tour de GA race)

    5. Bud & Advocacy Advertising

    6. Types of Ads Product Ads – promote a specific item (bamboo steamer) Pioneering: inform/build primary demand for item (intro stage; net phone, and what else??)

    7. Types of Ads Type of competitive ad: comparative ads Specific brand comparison of a specific attribute (Pain relievers and Caffeine) The Cola Wars! The Beer Wars! (Less carbs than Bud!) Research must support (Listerine and plaque)

    8. 1.6

    9. Mockvertising

    10. Priceless Brand Recall

    11. Ad Appeals

    12. Got Milk?... What Appeals Are Used? What Appeals Should Sell Milk?

    13. Not-So Warm (yet effective) Appeals

    14. Ad Objectives and Execution

    15. Ad Objectives and Execution

    16.

    17. "Great designers seldom make great advertising men, because they get overcome by the beauty of the picture - and forget that merchandise must be sold." – James Randolph Adams

    18. Ad Issues Ad allowances: producer discount for retailer ads (ex: Wal-Mart circular) Cooperative ads: firms at different levels share costs (Franchises and what else??) Horizontal cooperation: agreements at same level

    19. Choosing A Medium (1) 4 steps (interactive decisions): Set Objectives: most specific; quantify time Match media with market Must find a way to reach market (Letterman or Oprah?; Maxim or Vogue?; MySpace or Facebook?) Problem with network/mainstream advertising: you pay for the whole audience

    20. Choosing A Medium (2) 4 steps (cont…) Budgeting (most buys may use budget; Yellow Pages; local paper) Selecting media: modern media allows targeting Do you know the demographic/psychographic profile of readers of each of these vehicles?:

    21. Where Would you Run this Honda Ad? Why?

    22. Communication in Ads Effectiveness – very difficult to measure Testing improves performance (Dr. Pepper) Recall of ads may be poor (Infiniti)

    23. Ethics in Ads (1) FTC Federal Trade Commission Regulates deceptive ads Wrong impression (Office Depot “low cost” PC: $269 but mandatory 3 year ‘Net made it over $1000) May be true but still mislead: Kraft singles

    24. Ethics in Ads (2) FTC Federal Trade Commission (cont…) Regulates unfair ads = may not be deceptive BUT>>> “Cause injury” (kids, elderly, omit needed info…) Unpopular with business (vague) – narrower; injury not avoidable Walgreen’s: Advil as anti-inflammatory

    25. Ethics in Ads (3) FTC Federal Trade Commission (cont…) Require support (Listerine) Can order corrective ads (Listerine & Doan’s pills) Some feel FTC is “big brother” (hair dryers)

    26. Summary 3 promotions goals Promotion methods Ethics and Ads/Promotions Any questions??

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