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What is Advertising What Advertising Do Effective Advertising Major Advertising Decisions Steps in Developing Effective Communication Advertising Tools
What is Advertising?
Advertising is Any Paid Form of Nonpersonal Presentation and Promotion of Ideas, Goods, or Services by an Identified Sponsor.
Effective Advertising
AIDA Right Image Successful Themes
AIDA
Attention Interest Desire Action
Right Image
1234567White Space Typeface Illustration Price Quality of Paper Color Size/Shape/Fold
Successful Themes
1- Solve a Problem 2- Here is the News 3- Use Humor 4- Prove that it Work
Objectives Setting
Communication objectives Sales Objectives
Campaign Evaluation
Communication Impact Sales Impact
Media Decisions
Reach, Frequency, Impact Major Media Types Specific Media Vehicles Media Timing
Persuasive Advertising
Build Selective Demand
Reminder Advertising
Keeps Consumers Thinking About a Product
Message Decisions
Message Generation Message Evaluation & Selection
Message Execution
Media Decisions
Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers, Nature of the Product, Types of Message, Cost
Campaign Evaluation
Message Content
Rational Appeals Emotional Appeals Moral Appeals
Message Structure
Draw Conclusions Argument Type Argument Order
Message Format
Headline, Illustration, Copy, & Color Body Language
Advertising Tools
Newspaper Radio Television Direct Mail Outdoor Internet
Newspaper
Advantages
Broad mkt coverage Immediate Short lead time Flexible ad size Visibility of product Color Use of coupons People believe what they read!
Disadvantages
Inconsistent reproduction One day life span Limited demographics Lost in the Crowd Lack of movement & sound
Radio
Advantages
Demographic selection High frequency Immediate Sound reinforcement Quick flexibility
Disadvantages
Restrictive message length Need for repetition Short recall factor Cluttered placement
Television
Advantages Use of sight, sound, motion, & color Mass coverage Immediate Demographic selection
Disadvantages Short exposure Expensive production Expensive to air Cluttered placement Viewing time drops as income increases
Direct Mail
Advantages
Demographic selection Unlimited message length Consistent reproduction Direct response by order or coupon
Direct Mail
Disadvantages
Expensive Difficult to obtain pure mailing lists Long lead time Negative reaction to junk mail
Outdoor
Advantages
Reaches large audience LongLong-term exposure Color & graphics Forms include billboards, posters, illuminated signs, moving vehicle signs, bench ads
Disadvantages
Limited message length Expensive to produce & place Difficult to obtain the best locations Legal restrictions for use
Reaching Consumers
How best to reach consumers
Newspaper Insert In-Store Display In In-Store Promotion In TV ad/promotion In-Store Feature AD In Radio Advertising Other 30.5% 22.1% 15.8% 2.8% 2.7% 0.2% 19.4%