Chapter Sixteen Advertising in an e-commerce World.
Post on 22-Dec-2015
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ObjectivesObjectivesObjectivesObjectives
Understand purpose of advertisingDifferentiate primary and selective demand
advertisingDiscuss advertising development stagesUnderstand role of communications objectives in
advertising processDiscuss advertising over the the product life cycleSurvey advertising creative platformsCompare advantages and disadvantages of
various advertising mediaExplore advertising effectiveness measuresDiscuss ethical issues of advertising
Understand purpose of advertisingDifferentiate primary and selective demand
advertisingDiscuss advertising development stagesUnderstand role of communications objectives in
advertising processDiscuss advertising over the the product life cycleSurvey advertising creative platformsCompare advantages and disadvantages of
various advertising mediaExplore advertising effectiveness measuresDiscuss ethical issues of advertising
Product AdvertisingProduct AdvertisingProduct AdvertisingProduct Advertising
Two types:Direct-action advertisement:
stimulates immediate purchase
Indirect-action advertisement: stimulates sales over the long run
Two types:Direct-action advertisement:
stimulates immediate purchase
Indirect-action advertisement: stimulates sales over the long run
Institutional AdvertisingInstitutional Advertising
Objectives:Promote
organizational imageStimulate product
category demandBuild industry goodwill
Advertising Planning and Advertising Planning and DevelopmentDevelopment
Advertising Planning and Advertising Planning and DevelopmentDevelopment
Advertising execution Advertising execution and evaluationand evaluation
Advertising execution Advertising execution and evaluationand evaluation
MarketingMarketingstrategystrategy
MarketingMarketingstrategystrategy
Specific advertisingSpecific advertisingobjectivesobjectives
Specific advertisingSpecific advertisingobjectivesobjectives
AdvertisingAdvertisingbudgetbudget
AdvertisingAdvertisingbudgetbudget
CreativeCreativestrategystrategyCreativeCreativestrategystrategy
MediaMediaselectionselectionMediaMedia
selectionselection
AdvertisingAdvertisingproductionproduction
AdvertisingAdvertisingproductionproduction
Communication GoalsCommunication Goals
Four broad communication goals:
Generate attentionBe understoodBe believedBe remembered
Four broad communication goals:
Generate attentionBe understoodBe believedBe remembered
Advertising Objectives Advertising Objectives and Product Life Cycleand Product Life CycleAdvertising Objectives Advertising Objectives and Product Life Cycleand Product Life Cycle
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SA
LES
Preintroduction
ScreenScreenconceptsconcepts
Introduction
PrimaryPrimarydemand:demand:InformInform
Growth
ExtensiveExtensiveadvertisingadvertisingspending:spending:PersuadePersuade
Maturity
Reminder Reminder & & emotional emotional ads & ads & promo:promo:RemindRemind
Decline
MinimalMinimalif anyif any
Primary demand:Product class as a
whole.Informational
Selective demand:Stimulate demand
for a brandPsychological or
emotional dimensions
Consumption situations
Building DemandBuilding Demand
The Appeal:The Appeal:What to SayWhat to Say
What product offersWhy customer should buy
Sex appealLifestyle compatibleProblem solving
ThemesPositioning
How to Say It: How to Say It: Execution of the appealExecution of the appeal
Story line Product uses Problem solutions Slice of life Demonstration Comparative advertising Testimonial Lifestyle Still life
Association Montage Jingle
Effective AdvertisingEffective AdvertisingEffective AdvertisingEffective Advertising
Copy AppealCopy Appeal Visual AppealVisual Appeal
OutdoorOutdoormediamedia
Other: Other: Transit Transit
PrintPrintmediamedia
BroadcastBroadcastmediamedia
In-storeIn-storemediamedia
Mass MediaMass Media
Interactive MediaInteractive MediaInteractive MediaInteractive Media
Company Web Company Web sitesite BannerBanner
AdsAds
RichRichmediamedia
Direct MarketingDirect MarketingDirect MarketingDirect Marketing
Letters,Letters,bill insertsbill inserts
FaxFaxadvertisementsadvertisements
PhonePhone
Print Media Print Media Advantages/DisadvantaAdvantages/Disadvanta
gesges
Print Media Print Media Advantages/DisadvantaAdvantages/Disadvanta
gesgesNewspapers:+ Geo. selectivity,
flexibility, editorial support
- Lack of permanence, poor quality of print, limited demographics
Magazines:All above plus:+ Broad selectivity, long-life
ad, picture quality- Long lead time, color
expensive
Newspapers:+ Geo. selectivity,
flexibility, editorial support
- Lack of permanence, poor quality of print, limited demographics
Magazines:All above plus:+ Broad selectivity, long-life
ad, picture quality- Long lead time, color
expensive
Broadcast Media Broadcast Media Advantages/DisadvantaAdvantages/Disadvanta
gesges
Broadcast Media Broadcast Media Advantages/DisadvantaAdvantages/Disadvanta
gesgesTelevision:+ Show & tell, selectivity,
penetration- Expensive, perishable,
clutter, videotape skippingRadio:+ Selectivity, flexibility,
inexpensive- Fleeting, clutter, no visual,
background media
Television:+ Show & tell, selectivity,
penetration- Expensive, perishable,
clutter, videotape skippingRadio:+ Selectivity, flexibility,
inexpensive- Fleeting, clutter, no visual,
background media
Direct Media Direct Media Advantages/DisadvantageAdvantages/Disadvantage
ss
Direct Media Direct Media Advantages/DisadvantageAdvantages/Disadvantage
ssInternet/Interactive:+ Measurement, lengthy copy,
interactive, inexpensive- No universal access, unknown
audienceDirect mail/Catalog:+ Selective,measurement,
lengthy copy possible, reader governs exposure
- Expensive, no editorial support, limited interest
Internet/Interactive:+ Measurement, lengthy copy,
interactive, inexpensive- No universal access, unknown
audienceDirect mail/Catalog:+ Selective,measurement,
lengthy copy possible, reader governs exposure
- Expensive, no editorial support, limited interest
Direct Media Direct Media Advantages/DisadvantageAdvantages/Disadvantage
ss
Direct Media Direct Media Advantages/DisadvantageAdvantages/Disadvantage
ssPoint-of-Purchase:+ Impulse buying, “selling”,
unifies product & ad- Placement difficult to control,
clutter, limited creative & customer use
Outdoor ads+ High reach & frequency,
selectivity, impact, inexpensive- Brevity, image, location choice
Point-of-Purchase:+ Impulse buying, “selling”,
unifies product & ad- Placement difficult to control,
clutter, limited creative & customer use
Outdoor ads+ High reach & frequency,
selectivity, impact, inexpensive- Brevity, image, location choice
Measuring Advertising Measuring Advertising EffectivenessEffectiveness
Measuring Advertising Measuring Advertising EffectivenessEffectiveness
Developing Messages & Pretesting:Focus groupsQuantitative studies
Posttesting:Recognition & recall testsAttitude change Measuring inquiriesSales performance
Developing Messages & Pretesting:Focus groupsQuantitative studies
Posttesting:Recognition & recall testsAttitude change Measuring inquiriesSales performance
Ethical Issues in Ethical Issues in AdvertisingAdvertising
Deceptive & misleading practices
MisleadingBait and switchPuffery
Public standardsWhat products
allowable?StereotypingSolicitation
Promotions aimed at children
ReviewReviewReviewReview
Understand purpose of advertisingDifferentiate primary and selective demand
advertisingDiscuss advertising development stagesUnderstand role of communications objectives in
advertising processDiscuss advertising over the the product life cycleSurvey advertising creative platformsCompare advantages and disadvantages of
various advertising mediaExplore advertising effectiveness measuresDiscuss ethical issues of advertising
Understand purpose of advertisingDifferentiate primary and selective demand
advertisingDiscuss advertising development stagesUnderstand role of communications objectives in
advertising processDiscuss advertising over the the product life cycleSurvey advertising creative platformsCompare advantages and disadvantages of
various advertising mediaExplore advertising effectiveness measuresDiscuss ethical issues of advertising
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