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Advertising

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Prepared for Marketing 106

Copyright, Professor W.T.G. Richardson, Seneca College

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

Prepared for Marketing 106

Copyright, Professor W.T.G. Richardson, Seneca College

so we have to have advertising that can be understood by other people Prepared for Marketing 106 Copyright.Advertising Slide 4 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. Professor W. Seneca College .T.G.K. Richardson.

Professor W.Advertising Slide 5 The Top 10 Advertisers in Canada Rank Name Revenue (thousands of dollars) 1 2 General Motors of Canada Procter & Gamble 113 048.0 47 135.5 3 4 5 6 7 8 9 10 The Thomson Group BCE John Labatt Ltd.3 53 972.9 46 582. Richardson.G.5 1993 stats Copyright.6 41 171. Seneca College .4 84 499.9 50 036.1 43 928.7 42 873.T. Eaton’s of Canada Sears Canada Government of Canada The Molson Companies Chrysler Canada Prepared for Marketing 106 70 159.

T.G. Richardson. Seneca College . Professor W.Advertising Slide 6 Prepared for Marketing 106 Copyright.

Advertising Slide 7 Advertising Objectives are a Strategy Decision • Every ad should have clearly defined objectives • these objectives guide the people who create the ads Prepared for Marketing 106 Copyright. Richardson. Seneca College . Professor W.T.G.

billboards .TV ads .Advertising Slide 8 Product Advertising Nonpersonal selling of a particular good or service.junk mail Page 518 Prepared for Marketing 106 Copyright. .T.G. Richardson. Professor W. Seneca College .

Seneca College .G. Richardson. Professor W.Advertising Slide 9 Institutional Advertising Also called Advocacy advertising See slide # 16 Prepared for Marketing 106 Copyright.T.

G. Seneca College . Richardson. also called Informative “… tries to develop primary demand…” Done in the early stage of the Product Life Cycle. Professor W.Advertising Slide 10 Pioneering Advertising. Competitive Advertising Direct Indirect Prepared for Marketing 106 Copyright.T.

Seneca College . Professor W. you will buy their brand Prepared for Marketing 106 Copyright.Advertising Slide 11 Competitive Advertising Direct Tries to get you to take action now . Immediate Buying Indirect Tries to point out the advantages so if you think about this product later. Richardson.buy the product now.T.G.

T. Political advertising that is too nasty Prepared for Marketing 106 Copyright. Richardson.if the comparison is too harsh eg. Companies used to hesitate to do this.G.Advertising Slide 12 Comparative Advertising Advertising that makes direct comparisons with competitive brands. Sometimes it can backfire and cause the viewer to NOT want to buy the product . Professor W. but now they do it freely. Seneca College .

but.G... Richardson.Advertising Slide 13 Comparative Advertising Some countries do not allow Comparative Advertising. Professor W. Seneca College . you have to prove any statements you make Prepared for Marketing 106 Copyright. Other countries allow it.T..

they want you to keep using it. even if new competitors come along. These ads are usually “soft-sell” and try to be entertaining. Professor W. Seneca College . You already know about the product . Page 521 Prepared for Marketing 106 Copyright. Richardson.G.Advertising Slide 14 Reminder Advertising Done in the Maturity and Decline stage of the Product Life Cycle.T.

Advertising Slide 15 Relationship between Advertising and the Product Life Cycle Competitive Comparative Pioneeringfor Marketing 106 Prepared Copyright. Professor W. Richardson. Seneca College .T.G.

Professor W. Seneca College . idea. company.Advertising Slide 16 Institutional Advertising Promoting a concept. Richardson. or the goodwill of an industry.T. This is closely related to the PR program of the company Also called Advocacy advertising Prepared for Marketing 106 Page 521 Copyright. or organization. or philosophy.G.

Advertising Slide 17 Institutional Advertising Used often by Japanese conglomerates that have many types of products eg. Seneca College . Hitachi SONY Mitsubishi Panasonic (Matsushita Electronics) Page 521 Prepared for Marketing 106 Copyright.G. Richardson.T. Professor W.

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. Co-operative Advertising The sharing of advertising costs between the middlemen and retailer and the manufacturer. Richardson. Professor W. Seneca College .T.Advertising Slide 18 Retail Advertising Retail advertising is the advertising done by stores that sell “stuff” directly to the consumers.G.

Richardson. Seneca College .G.Advertising Slide 19 Page 523 8th edition Page 444 9th edition Prepared for Marketing 106 Copyright. Professor W.T.

Advertising Slide 20 Prepared for Marketing 106 Copyright. Richardson.G.T. Professor W. Seneca College .

Seneca College .Advertising Slide 21 Before we talk about choosing the best way to advertise. Professor W. we first have to discuss our Position Prepared for Marketing 106 Copyright.T.G. Richardson.

re: its competitor Prepared for Marketing 106 Copyright.in order to achieve a desired position with respect to the competition. in the mind of the buyer.T. Professor W.Advertising Slide 22 Positioning • Remember Chpt 3 • Positioning involves developing a marketing strategy aimed at a particular market segment . Seneca College . • ie. Richardson. That buyers will think a certain way about a product .G.

“We’re #3” 4.Snapple.until we get beamed to work! 5.T. Professor W. By application .Advertising Slide 23 Positioning 1. Seneca College . shopping.Nutrigrain . govt 6.consumer. Copyright.convenience. By attributes . By product class .Zeller’s “lowest price is the law” 3. By competitor.shampoo (Pantene Pro V) 2. specialty goods 106 Prepared for Marketing industry. Richardson. By price .G. By product user .

Professor W.G.T. Seneca College .Advertising Slide 24 Media Selection • Newspapers • Magazines • Television • Radio • Direct Mail • Outdoor Prepared for Marketing 106 ? .in which category is the most money spent Copyright. Richardson.

2nd major category.Advertising Slide 25 Media Selection • Newspapers .T. 14% • Radio . 26% • Magazines .G. Professor W.6% Prepared for Marketing 106 Copyright. .largest share of advertising.7% • Direct Mail • Outdoor. Seneca College . Richardson. billboards etc.12% • Television .

Advantages and Disadvantages of the Various Advertising Media Media Newspapers 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 .

Advantages and Disadvantages of the Various Advertising Media 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 .

G. Seneca College . Professor W. Richardson.Advertising Slide 28 Page 528 Prepared for Marketing 106 Copyright.T.

Professor W. Richardson.Advertising Slide 29 Prepared for Marketing 106 Copyright.G.T. Seneca College .

G. then additional money to get “air” time Prepared for Marketing 106 Copyright. Seneca College .Advertising Slide 30 To produce. Professor W. Richardson.T.

Gain attention and interest 2. Professor W. Richardson. Lead to the person buying Page531 Prepared for Marketing 106 Copyright.G. Inform and persuade 3.T. Seneca College .Advertising Slide 31 Planning The Best Message What should an ad accomplish 1.

Seneca College . Professor W.Advertising Slide 32 Planning The Best Message “Copy Thrust” the words you say to get the attention 1. Thrust .the text 2. Copy .the intention.G. Richardson. direction Prepared for Marketing 106 Copyright.T.

Interest D . Seneca College .Action Page531 Prepared for Marketing 106 Copyright. Richardson.Desire A . Professor W.Attention I .G.Advertising Slide 33 Planning The Best Message “A I D A” A .T.

Advertising Slide 34 Direct Response Ads • Call 1-800-………….STUFF. • See our web site at WWW.COM Prepared for Marketing 106 Copyright. Seneca College . Professor W.T. Richardson.G.

PR.G. radio.T. Professor W. Richardson. you do not restrict your plan to just advertising • Many things are also done such as direct mailing. Seneca College .Advertising Slide 35 The Advertising Campaign • When developing a mktg comms strategy. media Prepared for Marketing 106 Copyright. special events.

Seneca College Page 387 . Professor W.Advertising Slide 36 Assessing the Effectiveness of an Advertisement • Pretesting The assessment of an advertisement’s effectiveness before it is actually used.G.T. • Post-testing The assessment of advertising copy after is has been used. Richardson. Prepared for Marketing 106 Copyright.

Professor W.G. They have specialists who know all about the effect of different advertising methods and can help a company with their strategy.Advertising Slide 37 Advertising Agency A marketing specialist firm that assists the advertiser in planning and preparing its advertisements. Richardson.T. Seneca College . Page 535 Prepared for Marketing 106 Copyright.

Advertising Slide 38 Celebrity Marketing Having celebrities lend their name and influence to the promotion of a product. Richardson.T. Prepared for Marketing 106 Copyright. Professor W. Seneca College .G.

Professor W. Seneca College . (ie.G.Advertising Slide 39 Role Model Marketing Marketing technique that associates a product with the positive perception of a type of individual or role.T. Naya water with healthy lifeguards) Sometimes used by companies who cannot afford to pay a celebrity. Richardson. Prepared for Marketing 106 Copyright.