Professional Documents
Culture Documents
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4 5 6 7 8 9 10
70 159.3
53 972.9 50 036.0 47 135.9 46 582.1 43 928.7 42 873.6 41 171.5 1993 stats
Product Advertising
Nonpersonal selling of a particular good or service. - TV ads - billboards
- junk mail
Page 518
Institutional Advertising
Also called Advocacy advertising
See slide # 16
Indirect
Tries to point out the advantages so if you think about this product later, you will buy their brand
Comparative Advertising
Advertising that makes direct comparisons with competitive brands.
Companies used to hesitate to do this, but now they do it freely.
Sometimes it can backfire and cause the viewer to NOT want to buy the product - if the comparison is too harsh eg. Political advertising that is too nasty
Comparative Advertising
Some countries do not allow Comparative Advertising.
Other countries allow it,,, but,, you have to prove any statements you make
Reminder Advertising
Done in the Maturity and Decline stage of the Product Life Cycle. You already know about the product - they want you to keep using it, even if new competitors come along.
These ads are usually soft-sell and try to be entertaining. Page 521
Competitive
Comparative
Pioneering
Institutional Advertising
Promoting a concept, idea, or philosophy, or the goodwill of an industry, company, or organization. This is closely related to the PR program of the company
Also called Advocacy advertising Page 521
Institutional Advertising
Used often by Japanese conglomerates that have many types of products
eg.
Retail Advertising
Retail advertising is the advertising done by stores that sell stuff directly to the consumers.
Co-operative Advertising
The sharing of advertising costs between the middlemen and retailer and the manufacturer. This means they will co-operate to display sales promotion material and share the costs of commercials and billboards etc.
Before we talk about choosing the best way to advertise, we first have to discuss our Position
Positioning
1. By attributes - shampoo (Pantene Pro V)
industry, govt
Media Selection
Newspapers
Media Selection
Newspapers - largest share of advertising, 26%
Magazines - 12% Television - 2nd major category, 14% Radio - 7% Direct Mail Outdoor, billboards etc. - 6%
Advantages
Flexibility Community prestige Intense coverage Reader control of exposure Co-ordination with national advertising Merchandising service Selectivity Quality reproduction Long life Prestige associated with some magazines Extra services Great impact Mass Coverage Repetition Flexibility Prestige
Disadvantages
Short lifespan Hasty reading Poor reproduction
Magazines
Lack of flexibility
Television
Temporary nature of message High cost High mortality rate for commercials Evidence of public distrust Lack of selectivity
Media Radio
Advantages Immediacy Low cost Practical audience selection Mobility Quick communication of simple ideas Repetition Ability to promote products available for sale nearby Selectivity Intense coverage Speed Flexibility of format Complete information Personalization
Disadvantages Fragmentation Temporary nature of message Little research information Brevity of the message Public concern over aesthetics
Outdoor Advertising
Direct Mail
High cost per person Dependence on quality of mailing list Consumer resistance
Page 528
Page531
A I D A
A - Attention I - Interest D - Desire A - Action
Page531
Post-testing
The assessment of advertising copy after is has been used.
Page 387
Advertising Agency
A marketing specialist firm that assists the advertiser in planning and preparing its advertisements. They have specialists who know all about the effect of different advertising methods and can help a company with their strategy.
Page 535
Celebrity Marketing
Having celebrities lend their name and influence to the promotion of a product.