Ppt on product advertising campaign

Copyright © 2008 Pearson Education CanadaPrinciples of Marketing, Seventh Canadian Edition Chapter 15 Advertising, Sales Promotion, and Public Relations.

Education CanadaPrinciples of Marketing, Seventh Canadian Edition 15-7 Key Advertising Decisions Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Advertising objectives can be classified by primary purpose: –Inform Introducing new products –Persuade Becomes more important as competition increases Comparative advertising –Remind Most important for mature products Copyright © 2008 Pearson Education CanadaPrinciples of Marketing, Seventh Canadian/


Evaluation of Effectiveness Advertising Principles and Practices.

effects, but sales don’t increase, was the advertising ineffective? Video Snippet AFLAC’s initial campaign created 89% brand recognition. Prentice Hall, © 200919-5 Evaluating Effectiveness Intuitive analysis is based on an experienced managers judgment. Measurement tracks consumer responses with structured feedback like response cards and calls. Formal evaluation is necessary: –Financial stakes are high—production of :30 spot averages $200,000; national/


ADVERTISING PLAN Yongyi CaiAmi Chan Michelle Choi Zach Halperin.

[2] STATUS COMPETITION [3] Fig.1Fig.2 SITUATION ANALYSIS: TRENDS AND IMPLICATIONS TRENDS [6] IMPLICATIONS Increased awareness of product cost People want to spend less money on potato chips. People want chips that come in sophisticated packaging to entertain and /brand that won’t crumble during your everyday adventures. POSITIONING STATEMENT Through our advertising campaign, we will focus on expanding Ruffles’ target audience by increasing consumers awareness of the variety of new, bold flavors./


Advertising, Sales Promotion, and Public Relations Chapter 16.

such as doctors and lawyers all advertise. Advertising 16- 7 Figure 16-1: Major Advertising Decisions 16- 8 Advertising Advertising objectives can be classified by primary purpose:  Inform  Introducing new products  Persuade  Becomes more important as competition increases  Comparative ads  Remind  Most important for mature products Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Key Decisions: Got Advertising that Works 16- 10 Quick Facts/


Copyright  2000 by Houghton Mifflin Company. All rights reserved. 18-1 advertising B341.

rights reserved. 18-29 Developing an Advertising Campaign Creating the Advertising Message Product Features, Uses, and Benefits Characteristics of the Target Audience Advertising Campaign Objectives and Platform Choice of Media Form and Content of Advertising Message Copyright  2000 by Houghton Mifflin Company. All rights reserved. 18-30 Developing an Advertising Campaign Creating the Advertising Message (cont’d) –Copy: the verbal portion of advertisements Includes headlines, subheadlines, body copy, and/


© 2010 MediaMind Technologies Inc. | All rights reserved NAVIGATION & CAMPAIGN SET-UP.

ADVERTISER & CAMPAIGN SET-UP © 2010 MediaMind Technologies Inc. | All rights reserved Adding New Advertisers © 2010 MediaMind Technologies Inc. | All rights reserved Adding New Campaigns © 2010 MediaMind Technologies Inc. | All rights reserved ▸ Campaign Name – Determine a naming convention for campaigns, enter campaign name of your choice ▸ Agency – Initiative LA should be pre-populated ▸ Advertiser – Select advertiser/o Revenue o Optional: Order ID, Product ID, Product Information o Custom Variable(s) © /


Online Advertising Solutions Ralph Paglia Director - Digital Marketing OEM & National Accounts Cell: (505) 301-6369 ADP Digital Marketing.

Vogelheim Vice President Automotive Development 714.621.6263 Charlie.Vogelheim@jdpa.com Digital Advertising Solutions that Provide the Missing Pieces of the Puzzle ADP Digital Advertising provides a full range of online advertising products and services ranging from creating click-grabbing ads with corresponding landing pages, all the way to pre-built campaigns that are proven producers. Text based sponsored link ads Image Ad design/


CHAPTER 13 Advertising and Public Relations M A R K E T I N G Real People, Real Choices Fourth Edition.

beverages and retail. What could be some threats to advertising? 13-3 Types of Advertising Product advertising - message focuses on a specific product or service –Category advertising (Got Milk?; The other white meat, etc.) –Brand advertising Institutional advertising - message focuses on activities, personality, or point of view of a company –advocacy advertising (2004: MTV’s “choose or lose” campaign) –public service advertisements (anti- smoking; anti-drugs; drunk driving, etc.) 13-4/


Section 20.1 Essential Elements of Advertising Section 20.2 Advertising Layout Section 20.1 Essential Elements of Advertising Section 20.2 Advertising.

in one aspect of the campaign. Larger advertisers are increasingly selecting specialists to strengthen certain areas of their promotional campaigns. Marketing Essentials Chapter 20, Section 20.1 New Models for Advertising Agencies New models for agencies include business formats such as: Creative boutiques Project team agencies Virtual agencies A creative boutique is a specialized service agency that helps with creative production. Marketing Essentials Chapter 20/


1 Trends followed in Advertising of the Apple Mac In the year 1976, Steve Wozniak and Steve Jobs formed the Apple Computer company. In the same year, Apple.

.pcmag.com/article2/0,1759,263476,00.asp If I was to map a trend in Mac’s advertising, with the Switch campaign it seems like we’re taken back to the 1970’s and 80’s adverts of the Mac. It explains why the product works-better than its competitors- which certainly increased their sales (now and earlier) but damaged the brand/


Bluetooth & Advertising. What is Bluetooth? Bluetooth - named after the Danish King Harald Bluetooth (940 - 985 AD) was introduced by Ericsson in 1994.

can Bluetooth do? Pepsi case study Pepsi (US) launched its first Bluetooth posters as part of an integrated advertising campaign in early April 2007 to promote it’s ‘Pepsi Smash’ music website & also the product Pepsi itself. The music website leant itself as a product to introducing Bluetooth technology as there was desirable content (music and videos of artists) to distribute to phone users/


1Chap. 13 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning Advertising, Public Relations, and Sales Promotion Prepared.

PLC. Often uses emotional appeal. ComparativeComparative Compares two or more competing brands’ product attributes. Used if growth is sluggish, or if competition is strong. 2 2 14Chap. 13 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning Learning Objective Discuss the creative decisions in developing an advertising campaign. 3 3 15Chap. 13 Essentials of Marketing 4e Lamb Hair McDaniel ©2005/


CHAPTER 24 Advertising Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. ADVERTISING CAMPAIGNS Section 24.1.

the responses: measurement method depends on media used Evaluate results: how to measure ROMI –New-customer metrics –Customer-retention metrics –Product metrics Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Goodheart-Willcox Publisher Develop a Successful Advertising Campaign (Continued) Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. CREATING EFFECTIVE ADS Section 24.2 Permission granted/


Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 8.

Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Check Point: Why is creativity an important element in advertising? CHAPTER 8 6 Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Determine the Desired Results of an Advertising Campaign Build brand awareness - initial objective for new brands of products and services. If consumers are not aware of a brand, few sales will be made Communicate/


Section 20.1 Essential Elements of Advertising Section 20.2 Advertising Layout Section 20.1 Essential Elements of Advertising Section 20.2 Advertising.

Limited-service agencies specialize in one aspect of the campaign. Larger advertisers are increasingly selecting specialists to strengthen certain areas of their promotional campaigns. Marketing Essentials Chapter 20, Section 20.1 New Models for Advertising Agencies New models for agencies include business formats such as: Creative boutiques - a specialized service agency that helps with creative production. The advertiser develops the message and copy and the boutique/


Section 20.1 Elements of Advertising Chapter 20 print advertisements Section 20.2 Advertising Layout.

Establish the budget Develop the message Select the media Evaluate the campaign Elements of Advertising The Advertising Campaign Section 20.1 What is an advertising agency? advertising agency An independent business that specializes in developing ad campaigns and crafting the ads for clients. Elements of Advertising The Advertising Campaign Section 20.1 Describe the Different Types of Advertising Agencies Elements of Advertising The Advertising Campaign Section 20.1 Describe the Different Types of/


© 2008 Eyeblaster. All rights reserved Advertising Campaign Manager (ACM) Q1 2009.

Eyeblaster. All rights reserved Advertising Campaign Manager (ACM) Q1 2009 © 2008 Eyeblaster. All rights reserved Consumer Publisher Search Display Emerging Ad Networks Agency Advertiser Challenges of online advertising Media Agency Creative Agency / Research General Support Consultative Partner General Support Consultative Partner Best Practices Optimize Products Best Practices Optimize Products Market Overview Target Audience Broadband Penetration Market Overview Target Audience Broadband Penetration /


COPYWRITING The creative process of writing text for advertisements or publicity material Bowdery, Rob. 2008. Copywriting and the creative process of writing.

hear – and then go away and do something entirely different. When market research goes wrong We’ve investigated our product and we think we know what our audience likes so we’re ready to make some terrific marketing decisions and develop some fantastic advertising campaigns. Right? Well, it doesn’t always work out that way. Back in the early 1980s the marketing people/


A Seminar on BRAND-BUILDING ADVERTISING Please use the CD in the FCB-Ulka Brand Building Advertising Cases book for the advertisements and TV commercials.

Storwel campaign on emotional plane was started in 1986 and continues today 15 years later Godrej Storwel continues to command a premium in the market and sells in the face of newer competition Brand-building Advertising Seminar Godrej Storwel: Self Test 8 What other brand-building initiatives would be needed to keep Godrej Storwel strong in the next decade? –Product initiatives –Promotion initiatives/


1.Five years after a new product has been introduced, sales begin to level off because customers are purchasing the competitors brand. What strategy would.

of promotional activity. 93. Why are there specific guidelines for advertising to children? A. Research indicated that juvenile offenders watched more advertising on television than the average child. B. Children are impressionable, and the wrong kinds of advertising can affect their development. C. Parents mounted a campaign against advertisers because their children demanded products they saw advertised. D. Children revealed, in focus groups, that while they like/


INTENSE | PRECISE | ENDURING

together shows that 43 per cent are motivated to do something. And for every fourth advertisement more than a half of the observers have become more acquainted with the ad or the product – or actually purchased it. This means the print advertising contributes significantly to the success of a campaign. 43,3 Source: AIM Ad Tracking July 2010–October 2013; basis: 14–69 year/


What factors of an ad campaign impact consumer decisions? Advertising is a message designed to promote or sell a product, a service, or an idea. Advertising.

and trade offs in decisions made in the production, distributions, and consumption of goods and services. 8 1 1 2 2 3 3 5 5 6 6 7 7 4 4 Objective(s): Day One Students will compare and analyze ad campaigns in order to evaluate advertising and marketing strategies. Day Two Students will apply advertising and marketing strategies in order to create an/


Windmill Advantage is a joint venture of two of the leading advertising firms in Nepal & Bangladesh Business Advantage Private limited of Nepal & Windmill.

works in organizing an effective presence for the client in various exhibitions and trade fairs. Advertising: Conceptualization of cutting-edge ad campaigns based on objectives, budgets and brand requirements Design: Corporate Identities, Company Profiles, Brochures/offices at Chittagong & Khulna, and 11,000 Brand Promoters across the country (permanent + Contractual) Print & Production Road shows BP & Usher Support Trade Promotion Door to Door Promotion In shop activities & merchandising Special Channel /


RADIO ADVERTISING. ECONOMICALLY SOUND August 2009.

Commercial Radio Of commercial radio listeners 45% avoid processed food wherever they can 50% like to try new food products 50% buy wholegrain food whenever they can 50% buy high-fiber food whenever they can 60% enjoy food from/day, when stores are open, complementing the branding qualities of a television campaign in the evening. Radio in Combination with Other Media Radio Research – Radios Advantage – Advertising Effectiveness Study Headline Findings Reallocating 20% of a television budget to commercial /


International Advertising and Promotion การโฆษณาและส่งเสริมการ ขาย ในตลาดต่างประเทศ McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc.

a market segment with universally similar tastes, interests, needs, values Globalization Often Works Best For: TAG Heuer’s Global Campaign JapanIndia British Airways Uses Global Advertising *Click outside of the video screen to advance to the next slide Global Products, Local Messages Standardizing Products “Think Globally, Act Locally” Localizing Ad Messages An In-between Approach Differences in Language Differences in Market Conditions Differences in/


©2002 South-Western Chapter 15 Version 6e1 chapter Advertising and Public Relations 15.

emotional appeal. ComparativeComparative Compares two or more competing brands’ product attributes. Used if growth is sluggish, or if competition is strong. 2 2 ©2002 South-Western Chapter 15 Version 6e12 Learning Objective Discuss the creative decisions in developing an advertising campaign 3 3 ©2002 South-Western Chapter 15 Version 6e13 Advertising Campaign A series of related advertisements focusing on a common theme, slogan, and set of/


Chapter 20 print advertisements Section 20.1 Elements of Advertising

media 6 Evaluate the campaign Elements of Advertising Section 20.1 The Advertising Campaign What is an advertising agency? advertising agency An independent business that specializes in developing ad campaigns and crafting the ads for clients. Elements of Advertising Section 20.1 The Advertising Campaign Describe the Different Types of Advertising Agencies Elements of Advertising Section 20.1 The Advertising Campaign Describe the Different Types of Advertising Agencies Elements of Advertising Section 20.1/


McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Integrated Marketing Communications and International Advertising.

terms of their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions 16-9 International AdvertisingAdvertising’s function is to interpret the qualities of products in terms of consumer needs, wants, desires, and aspirations, the emotional appeals, symbols, and persuasive approaches  Reconciling an international advertising campaign with the cultural uniqueness of markets is the challenge confronting the international or global marketer Exhibit 16/


Objectives Grasp the purpose of advertising Become aware of who creates advertising Understand the advertising design process Grasp the role of storytelling.

on feelings and responses and is not based on a functional characteristic of a product or service. Panasonic “Neuter Your Bunny”: Campaign © Renegade LLC, New York Storytelling in Advertising Memorable advertising and branding involve good brand storytelling— the skill and act of presenting a brand/ the message—the ad is visual-driven.  Tagline  Sign-off The Ad Campaign An advertising campaign is a series of coordinated ads, in one or more media, that are based on a single overarching strategy or theme./


UNIT 3.

. Lacks drama and emotion. Types of Media Newspapers become stale in a day. Lacks drama and emotion. Demonstration of product features not effective. Overtaken by television in speed. Lacks empathetic readership. Bad news is often considered ‘good’ news./of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign. It is a combination of media to be used in an advertising campaign. Media Planning and Management A media plan is the essential ingredient of a campaign /


Creative Planning, Strategy and Development. Determining what the advertising message will say or communicate Determining what the advertising message.

Seals of approval Research Studies Guarantees Trial offers and samples Warranties Reputation Demonstrations Testimonials Production Values Time (…since 1904…) Integrated Interrelated Coordinated In Different Media Over a Time Period Integrated Interrelated Coordinated Appears In Different Media Advertising Campaigns Marketing Communication Activities Centered on a Theme or Idea Ad Campaign versus Ads Brand advertising relies on a series of related ads which run over time Average/


Advertising, Sales Promotion, and Public Relations

resources across a broad customer base? Marketing Plan Exercise Think about one of the following: A new brand of toothpaste Your local city or state Your university Outline an advertising campaign for the product and discuss the following: The type of appeal The main message The media (include at least one print and one broadcast medium) How you’ll develop the ads to/


Lamb, Hair, McDaniel Chapter 16 Advertising, Public Relations, and Sales Promotion 2014-2015 1© Cengage Learning 2015. All Rights Reserved.

. Used if growth is sluggish, or if competition is strong. Compares two or more competing brands’ product attributes. Used if growth is sluggish, or if competition is strong. 2 Discuss the creative decisions in developing an advertising campaign Creative Decisions in Advertising © 2015 by Cengage Learning Inc. All Rights Reserved.12 3 © 2015 by Cengage Learning Inc. All Rights Reserved. 13 Creative Decisions in/


Advertising, Public Relations, and Sales Promotion

per thousand Creative opportunities for demonstration Immediacy of messages Entertainment carryover Demographic selectivity with cable Short life of message Consumer skepticism High campaign cost Little demographic selectivity with stations Long-term advertiser commitments Long lead times for production Commercial clutter Notes: Advertising on television can be very expensive. First-run prime-time shows command rates of $300,000 to $500,000 for a 30/


Objectives Understand the roles of advertising, sales promotion, and public relations in the promotion mix. Know the major decisions involved in developing.

budget Measuring communications effects Copy testing Consumer recall Product awareness Product knowledge Product preference Measuring sales effect Past vs. current sales comparison Experimentation Key Decisions: Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Advertising Organizing the Advertising Function Small vs. large companies Nature of advertising agencies Advantages of advertising agencies Departments Compensation Changes in agency services/


Advertising, Sales Promotion, and Public Relations.

enforce compliance with disclosure policies. 44 Marketing Plan Exercise Think about one of the following:  A new brand of toothpaste  Your local city or state  Your university Outline an advertising campaign for the product and discuss the following:  The type of appeal  The main message  The media (include at least one print and one broadcast medium)  How you’ll develop the ads to/


Advertising, Sales Promotion, and Public Relations

reach, frequency and impact Choose among the major media types by considering: Consumer media habits, nature of the product, types of messages, and costs Select specific media vehicles Decide on media timing Key Decisions Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Advertising Major Media Types Newspapers Radio Television Magazines Direct Mail Radio Magazines Outdoor Internet What media types make sense/


Chapter 13 Advertising, Sales Promotion, and Public Relations.

a specific store or use a local service –Ad copy discusses store hours, locations, sales, and featured products  Do-it-yourself advertising –“Generation C” phenomenon: consumer- generated ad content on the Web Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall13-7 Who Creates Advertising?  Advertising campaign: A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in/


Advertising Agency Firm that (1) creates new promotional ideas,

discounts you may not be able to take full advantage of due to commission barriers within an agency, Role of Advertising Agencies Advertising agency is a service provider that helps its clients by developing suitable ad campaigns for them. Their aim is to represent its clients products and services before customers in such a way that a positive image is created in their minds/


Marketing, Advertising & Your Small Business Presentation by RC Williams President/Founder Media & Press.com, LLC President/Founder Media & Press.com,

mix of business activities (PR, community outreach, sales strategy, product pricing, and customer service) intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. Advertising: The paid, public, non-personal announcement of a persuasive/ that Pillsbury, owner of Häagen-Dazs, is pressing distributors to drop the new brand. B&J kicks off a campaign asking, "Whats the Doughboy Afraid Of?“ Ben & Jerry’s (aka David versus Goliath): Upstart Ben & Jerrys learns /


International Marketing Strategy

do we want to go? – Objectives Corporate, Business, Marketing Communications How will we get there? – Targeting Segmentation, targeting and positioning Managing an Advertising Campaign Message strategy – creative/production (Tactics) Media strategy – planning and buying How should we implement/manage our campaign? – Action What are our resource requirements? What is our timeframe? How should we monitor activities, and evaluate success/achievement of objectives – Control (Smith/


Preparing Print Advertisements

specific goals of a company. An integrated advertising campaign involves the creation and coordination of a series of advertisements around a particular theme. Steps to plan an integrated advertising campaign: Identify the target audience Determine objectives Establish the budget Develop the message Select the media Evaluate the campaign The Advertising Agency Companies that exist solely to help clients sell their products. There are about 10,000 such agencies/


Political advertising. “Televised political advertising is now the dominant form of communication between candidates and voters in the presidential elections.

, upon sticking his head into the room where the ad execs were creating the ad known as Morning In America The application of marketing principles to political campaigns is clearly reflected in the nature and volume of political advertising. Traditional product marketing principles and techniques have been adapted to use in political marketing –Political marketing more negative, combative, dishonest, though The cost of/


Advertising Campaign Presented By- Sohila Khorana 34-MBA-08.

an advertising campaign. How long should be a Campaign? Campaigns are of varied length- seasonal, yearly, several advertisers run the same campaign without any changes for several years. The factors which affect the duration of campaign are the-  Type of product offered  The nature of advertiser’s marketing programme  Seasonality of Sales  Media policies  The Competitors advertising Basis of campaign Geographical spread of a campaign Pioneering Campaigns to introduce a new product Competitive Campaign/


Chapter 19 Advertising and Public Relations 19 | 3Copyright © Houghton Mifflin Company. All rights reserved. Objectives Describe the nature and types.

© Houghton Mifflin Company. All rights reserved. Types of Product Advertising Product advertising – promotes the uses, features, and benefits of products Pioneer – focuses on a product category by informing potential buyers about the product Competitive – points out a brand’s special features, uses, and advantages relative to competing brands 19 | 7Copyright © Houghton Mifflin Company. All rights reserved. Developing an Advertising Campaign Advertising campaign – the creation and execution of a series of/


Technology ushers in an age of interactive advertising campaigns. The Case of Cravendale.

-cheek, what it serves to demonstrate is quite an interesting and recent phenomenon where the public are relating to advertising campaigns in a more involved manner as the way in which they are contsructed, and the consumer is expected to relate/communication the Cravendale campaign was a statistical success in promoting the brand and selling the product, but I want to look at how the internet has changed the face of advertising. 1. Suddenly your audience is the world: although the campaign is targeting the/


Retail Advertising Works! Measuring the Effects of Advertising on Sales via a Controlled Experiment on Yahoo! September 2009 Randall Lewis MIT and Yahoo!

Ackerberg (2001, 2003) –Individual diaries of TV ads viewed. –Sample of 2,000 households. –Evidence that new-product advertising has informative effects: more impact on those who never before purchased. Our study will combine a large-scale experiment with /a scalar factor Ads were shown across the Yahoo! network, similar to this Netflix ad. The campaigns advertised three different product lines for the retailer. Campaign #1: Early fall 2007 –32M impressions in 14 days –64% of treatment group saw ads /


ADVERTISING KEY CONCEPTS. The Effects of Advertising  U.S. advertising was almost $300 billion in 2006  In 2005, 32 companies spent over $1 billion.

the PLC  Often uses emotional appeal ComparativeComparative  Compares two or more competing brands’ product attributes  Used if growth is sluggish, or if competition is strong Online The Major Types of Advertising Creative Decisions in Advertising A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. Advertising Campaign Creative Decisions in Advertising Determine the advertising objectives Make creative decisions Make media decisions Evaluate the/


The Activewear Campaign Where movement meets comfort.

activewear, exuding the utmost confidence, balance and beauty. After exposure to the “where movement meets comfort” campaign, these women are inspired to research Danskin products. Once the target tries Danskin, they will ultimately commit to the product and its message by loyally purchasing the activewear. VANDALY ADVERTISING, INC. 12 Execution Print Copy Strategy The “where movement meets comfort” print strategy is the ultimate theme/


ADVERTISING MANAGEMENT Lecture 3 MEDIA PLANNING Prof Soumitra Mookherjee 1.

awareness promotion inducing sales. Tourist Destinations: Resorts, Leisure Boats, Bars, Fast food restaurants Rural Areas: Promote and Advertise commodity and local Brands Rich Metropolitan Areas: Advertise premium products, Elite services 27 MEDIA STRATEGY: GEOGRAPHICAL SPREAD MEDIA SCHEDULING PLAN that identifies the Media Channel used in an advertising campaign, and specifies insertion or broadcast dates, positions and duration of messages. Once the target publications isidentified and/


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