Slide 2

Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Slide 3
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
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
Slide 4
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising in Canada has to
be International
Our Canadian market is very multi-cultural
Advertising in Canada has to acknowledge the
international aspects in order to be successful
A large part of the market in Toronto is NOT
from the U.K. so we have to have advertising
that can be understood by other people
Slide 5
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
The Top 10 Advertisers in Canada
Rank Name
1 General Motors of Canada 113 048.4
2 Procter & Gamble 84 499.5
3 The Thomson Group 70 159.3
4 BCE 53 972.9
5 John Labatt Ltd. 50 036.0
6 Eatons of Canada 47 135.9
7 Sears Canada 46 582.1
8 Government of Canada 43 928.7
9 The Molson Companies 42 873.6
10 Chrysler Canada 41 171.5

Revenue
(thousands of dollars)
1993 stats
Slide 6
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Slide 7
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Objectives are a
Strategy Decision
Every ad should have clearly defined
objectives
these objectives guide the people who
create the ads
Slide 8
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Nonpersonal selling of a particular
good or service.
- TV ads
- billboards
- junk mail
Product Advertising
Page 518
Slide 9
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Institutional Advertising
Also called Advocacy advertising
See slide # 16
Slide 10
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Competitive Advertising
Pioneering Advertising, also called Informative
tries to develop primary demand
Done in the early stage of the Product Life Cycle.
Direct Indirect
Slide 11
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Competitive Advertising
Tries to get you to take action now - buy the product
now. Immediate Buying
Direct
Indirect
Tries to point out the advantages so if you think
about this product later, you will buy their brand
Slide 12
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
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
Slide 13
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Some countries do not allow Comparative
Advertising.

Other countries allow it,,, but,, you have to
prove any statements you make

Comparative Advertising
Slide 14
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
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
Slide 15
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Relationship between Advertising and the Product Life Cycle
Pioneering
Competitive
Comparative
Slide 16
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
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
Institutional Advertising
Also called Advocacy advertising
Page 521
Slide 17
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Used often by Japanese conglomerates
that have many types of products
eg.
Hitachi
SONY
Mitsubishi
Panasonic (Matsushita Electronics)
Institutional Advertising
Page 521
Slide 18
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
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.
Co-operative Advertising
Retail Advertising
Retail advertising is the advertising done by stores
that sell stuff directly to the consumers.
Slide 19
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Page 523 8th edition
Page 444 9th edition
Slide 20
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Slide 21
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Before we talk about
choosing the best way
to advertise, we first
have to discuss our
Position
Slide 22
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
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
Slide 23
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
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!
5. By product user - consumer, industry, govt
6. By product class - convenience, shopping,
specialty goods
Slide 24
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Newspapers
Magazines
Television
Radio
Direct Mail
Outdoor
Media Selection
? - in which
category is the
most money
spent
Slide 25
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Newspapers - largest share of advertising, 26%
Magazines - 12%
Television - 2nd major category, 14%
Radio - 7%
Direct Mail
Outdoor, billboards etc. - 6%
Media Selection
Media Advantages Disadvantages
Newspapers Flexibility Short lifespan
Community prestige Hasty reading
Intense coverage Poor reproduction
Reader control of exposure
Co-ordination with
national advertising
Merchandising service
Magazines Selectivity Lack of flexibility
Quality reproduction
Long life
Prestige associated with
some magazines
Extra services
Television Great impact Temporary nature of
Mass Coverage message
Repetition High cost
Flexibility High mortality rate for
Prestige commercials
Evidence of public distrust
Lack of selectivity
Advantages and Disadvantages of the Various Advertising Media
Media Advantages Disadvantages
Radio Immediacy Fragmentation
Low cost Temporary nature of
Practical audience message
selection Little research information
Mobility
Outdoor Quick communication of Brevity of the message
Advertising simple ideas Public concern over
Repetition aesthetics
Ability to promote products
available for sale nearby
Direct Mail Selectivity High cost per person
Intense coverage Dependence on quality of
Speed mailing list
Flexibility of format Consumer resistance
Complete information
Personalization
Advantages and Disadvantages of the Various Advertising Media
Slide 28
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Page 528
Slide 29
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Slide 30
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
To produce, then additional money to get air time
Slide 31
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Planning The Best Message
What should an ad accomplish
1. Gain attention and interest
2. Inform and persuade
3. Lead to the person buying
Page531
Slide 32
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Planning The Best Message
Copy Thrust

the words you say to get the attention
1. Copy - the text
2. Thrust - the intention, direction
Slide 33
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Planning The Best Message
A I D A
A - Attention
I - Interest
D - Desire
A - Action

Page531
Slide 34
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Direct Response Ads
Call 1-800-.
See our web site at
WWW.STUFF.COM
Slide 35
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
The Advertising Campaign
When developing a mktg comms
strategy, you do not restrict your
plan to just advertising
Many things are also done such as
direct mailing, PR, special events,
radio, media
Slide 36
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Pretesting
The assessment of an advertisements
effectiveness before it is actually used.
Post-testing
The assessment of advertising copy
after is has been used.
Assessing the Effectiveness of an Advertisement
Page 387
Slide 37
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
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.
Advertising Agency
Page 535
Slide 38
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Having
celebrities lend
their name and
influence to the
promotion of a
product.
Celebrity Marketing
Slide 39
Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Marketing technique
that associates a
product with the
positive perception of
a type of individual or
role.
(ie. Naya water with
healthy lifeguards)

Role Model Marketing
Sometimes used by companies who cannot afford to
pay a celebrity.