Chapter 15 – Advertising



Chapter 15 – Advertising ADVERTISING What is it? Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. PurposeCapture attentionArousal hold interest Convey information memory EffectsCognitiveAffectiveBehaviouralAwareness of the brand, product and serviceInterestPurchase intentionMemory about the brand, product, and servicePositive attitudeEmotional bondingCustomer loyalty CAPTURE ATTENTION The process by which the consumer allocates part of his or her mental activity to a stimulus ELICIT AFFECTIVE ASSOCIATION The process of making symbolic connections between a brand and characteristics that represent the brand’s image and personality If consumers like an ad, the positive emotional will transfer to the brand or product SETTING ADVERTISING OBJECTIVES A specific communication task to be accomplished with a specific target audience during a specific time Information advertising used when introducing a new product category to build primary demand communicating customer valuebuilding a brand and company image telling the market about a new product explaining how a product works suggesting new uses for a product informing the market of a price change describing available services and support correcting false impressions Persuasive advertising important with increased competition to build selective demand building brand preference encouraging switching to a brand changing customer perceptions of product value persuading customers to purchase now persuading customers to receive a sales callconvincing customers to tell others about the brand Comparative advertising objectives when a company compares its brand with other brands Reminder advertising important with mature products to help maintain customer relationships and keep customers thinking about the productmaintaining customer relationships reminding consumers that the product may be needed in the near futurereminding consumer where to buy the product keeping the brand in a customer’s mind during off-seasons DEVELOPING ADVERTISING STRATEGY Message execution positive or negative toneattention-getting wordsformat illustration headlinecopy Consumer generated content consumers submit ad message ideas, videos and other brand content incorporates the voice of the customer into brand messages generates greater customer engagement Determining reach, frequency, impact and engagement reach is a measure of the % of people in the target market who are exposed to the ad campaign during a given period of time Frequency is a measure of how many times the average person in the target market is exposed to the message Impact is the qualitative value of a message exposure through a given medium Engagement is a measure of things such as ratings, readership, listenership, and click-through rates. Choosing among major media types Selecting media vehicles involve decisions presenting the message effectively and efficiently to the target customer and must consider the message’sImpactEffectivenessCost EVALUATING ADVERTISING EFFECTIVENESS AND RETURN ON ADVERTISING INVESTMENT Return on advertising investment ROI Net return on advertising investment divided by costs of the advertising investment (return – investment) / investment Communication effects indicates whether the ad and media are communicating the ad message well and can be tested before or after the ad runs example: Evian’s “live young” campaign ad viewers are 3x more likely to go to the evian website than average Sales and profit effects compare past sales and profits with past expenditures or through experiments example: coca cola’s “share a coke” campaign 24% increase in soft-drink sales, increasing coke consumption from 1.7 to 1.9 billion servings per day OTHER ADVERTISING CONSIDERATIONS organising for advertisingagency vs. in housecostcontrolexpertiseeconomies of scale international advertising decisions – standardization or adaptation PUBLIC RELATIONS involves building good relations with the company’s various politics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories and events press relations / press agencies involve the creation and placing of newsworthy information to attract attention to a person, product or service product publicity involves publicizing specific products public affairs involve building and maintaining national or local community relations lobbying involves building and maintaining relations with legislator and government officials to influence legislation and regulation investor relations involve maintaining relationships with shareholders and others in the financial communitydevelopment involves public relations with donors or members of non-profit organizations to gain financial or volunteer supportfunctions build a global identity introduce products or services anticipate and encounter public criticismcrisis management major public relations tools newsspeechesspecial eventswritten materialscorporate identity materials public service activitiesbuzz marketing social networkinginternet ................
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