Professional Documents
Culture Documents
Advertising
Advertising
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Advertising
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Why Do We Do Advertising
Personal Selling is preferred, because it is so effective - but, it is expensive sometimes to contact EVERYBODY this way Advertising is not as direct as Personal Selling, but you can reach a lot of people
Advertising
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Advertising
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1 2 3 4 5 6 7 8 9 10
General Motors of Canada Procter & Gamble The Thomson Group BCE John Labatt Ltd. Eatons of Canada Sears Canada Government of Canada The Molson Companies Chrysler Canada
Prepared for Marketing 106
113 048.4 84 499.5 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
Advertising
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http://www.westga.edu/~stalpade/303ch17/sld003.htm
Advertising
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Advertising
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Product Advertising
Nonpersonal selling of a particular good or service. - TV ads - billboards - junk mail
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Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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nstitutional Advertising
Also called Advocacy advertising
See slide # 16
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Advertising
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Indirect
Tries to point out the advantages so if you think about this product later, you will buy their brand
Advertising
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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
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Comparative Advertising
Some countries do not allow Comparative Advertising. Other countries allow it,,, but,, you have to prove any statements you make
Advertising
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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
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Competitive Comparative
Advertising
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nstitutional 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
Prepared for Marketing 106
Page 521
Advertising
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nstitutional Advertising
Used often by Japanese conglomerates that have many types of products
eg.
Advertising
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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.
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Advertising
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Advertising
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Before we talk about choosing the best way to advertise, we first have to discuss our Position
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Positioning
Remember Chpt 3 Positioning involves developing a marketing strategy aimed at a particular market segment - in order to achieve a desired position with respect to the competition, in the mind of the buyer. ie. That buyers will think a certain way about a product - re: its competitor
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Positioning
1. By attributes - shampoo (Pantene Pro V) 2. By price - Zellers lowest price is the law 3. By competitor- Snapple, Were #3 4. By application - Nutrigrain - until we get
beamed to work!
industry, govt
Advertising
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Media Selection
Newspapers
Advertising
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Media Selection
Newspapers - largest share of advertising, 26%
Magazines - 12% Television - 2nd major category, 14% Radio - 7% Direct Mail Outdoor, billboards etc. - 6%
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Media
Newspapers
Magazines
Lack of flexibility
Television
Temporary nature of message High cost High mortality rate for commercials Evidence of public distrust Lack of selectivity
Outdoor Advertising
Direct Mail
High cost per person Dependence on quality of mailing list Consumer resistance
Advertising
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Page 528
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Advertising
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Advertising
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Advertising
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the words you say to get the attention 1. Copy - the text 2. Thrust - the intention, direction
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Advertising
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Advertising
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Advertising
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The assessment of an advertisements effectiveness before it is actually used. The assessment of advertising copy after is has been used.
Post-testing
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Advertising
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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.
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Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising
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Celebrity Marketing
Having celebrities lend their name and influence to the promotion of a product.
Advertising
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