DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience Setting the Advertising Budget Specifying Advertising Objectives.

Slides:

Advertisements

Similar presentations

What Makes a Good Ad?. Advertising  Goal A good ad will encourage consumers to remember the product.

Advertisements

UNIT 6.1 Advertising Media

Seminar Pemasaran Strategi Komunikasi.

Chapter 12: Traditional Advertising Media. I. Out-of-Home (esp. Billboards) II. Newspapers III. Magazines A. Audience Measurement IV. Radio A. Audience.

Advertising Awareness: Criticizing Commercials.  Television  Radio  Newspapers and magazines  Internet  Billboards  Movies  Anywhere else ? Where.

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 17 Advertising and Public Relations.

Think and Answer Now: Would you think twice about buying this product after viewing this advertisement? Read the Main Idea on slide 3 Objective: Advertising.

Advertising Direct Marketing

Copyright © 2014 by The University of Kansas Using Paid Advertising.

Advertising Chapter 19. Ch 19 Sec 1 – Advertising Media The concept and purpose of advertising The different types of advertising media What you’ll learn...

Be a Healthy Consumer.  Advertising is a form of selling products and services.  An advertisement (ad) is a paid announcement about a product or service.

Chapter 14.1 Introduction to Business and Marketing

©2005 Pearson Education Canada Inc.5-1 Chapter 5 Advertising: Media Planning.

ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS C HAPTER.

UNIT 6.1 Advertising Media

PROMOTION MEANS EFFECTIVE COMMUNICATION

TYPES OF ADVERTISING MEDIA. Selecting the Right Advertising Media Cost per thousand thousandReachReach FrequencyFrequency AudienceSelectivityAudienceSelectivity.

Support Media. The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have reached or to.

The Advertising Plan C38. Objectives  List advantages and disadvantages of newspapers, magazines, direct mail, television, and radio.  Explain the four.

Lesson 6.2 The Promotional Mix─Advertising

Chapter 9 Print Media Outline Print media Newspapers Magazines

Planning the promotion Advertising Sales promotion Public relations

Ch. 12: Evaluation of Print Media

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 7.

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Advertising: Paid mass non-person communication Product Advertisements Product advertisements: are advertisements that focus on selling a good or service.

Chapter 15 Advertising Strategy. The Nature of Advertising Promotes goods, services and ideas using mass media. Product advertising Direct-action advertisement.

© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 19-6 TYPES OF ADVERTISEMENTS Advertising Product Advertisements  Competitive (or Persuasive)

Read to Learn Define advertising. List types of media that businesses use to reach potential customers.

World Marketing Conference Field Marketing Workshop 2015January, Team Name: Team Number: Team Concept: Team Members:

 Get a slogans Activity  Read the slogans  Match the appropriate slogan with the company it promotes.

Data Type 2010 (Estimate) Population 4.4 million Literacy rate 100 % Per capita GDP US $ 4,400 Urban/rural population 53%/47% Cell phone penetration 2.8.

OverviewOverview The World of Media. US Ad Spending by Medium.

Chapter 14 Traditional Advertising Media. Advertisers attempts to select the media and vehicles whose characteristics are most compatible with the advertised.

Media Analysis Questions. What is Media? Media is the use of communication channels through which news, entertainment, education, data, and promotional.

Using Paid Advertising. What is advertising? Paid “air time” on radio or television, or page space in newspapers or magazines.

Bell Ringer Why must goals be specific and measurable?

Copyright 2000 Prentice Hall17-1 Chapter 17 Advertising.

Intro to Marketing Mr. Bernstein Promotions 1 Promotional Elements Advertising Publicity Sales Promotions Personal Selling.

MARKETING MARKETING © South-Western Thomson CHAPTER 15 Promotion Means Effective Communication 15.1 Promotion as a Form of Communication 15.2 Types of.

SER Marketing Advertising Medias. Objectives Identify the four major advertising medias Explain the benefits and drawbacks of each media Identify.

Chapter 5 Advertising Planning: Traditional Media

1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Advertising. Review Definition Any paid form of nonpersonal communication through the mass media about a good, service, or idea by an identified sponsor.

Propaganda techniques Clipart-Microsoft Office XP 2002 Whose voice guides your choice?

“Promotion” Roles of Promotion Communication Process Promotional Mix Promotional Planning Unit 6.

Review and Chapter 5 re-cap. Where have we been IMC – What is it? Why is it important? What trends are driving IMC? Segmentation and selecting a target.

Advertising QCC’s: 50, 51, 52, 53, 54, 55 Objectives Define advertising and its purpose List the different forms of advertising and the advantages and.

Sex and the Media Are you buying it?.  Directions: For this assignment, cut out two advertisements from magazines that directly or indirectly involve.

MGT211 Introduction to Business Lecture 31. Strategies for Promotion Pull Strategy A strategy in which promotional campaign is targeted on end buyer.

1 Advertising Media. 2 What You'll Learn  The concept and purpose of advertising  Types of advertising media.

Chapter 17 Advertising and Public Relations. Topics For Tonight Advertising – Definition of Advertising – Effects of Advertising – Types – Ad Agencies.

WF SEM I 3.02 Advertising Advertising. Terms Advertising: Any paid, nonpersonal form of communication by an identified sponsor Advertising: Any paid,

MEDIA IN ADVERTISING - DIGITAL MEDIA - Topic 8 Introduction to Advertising.

Advertising Media How Promotional Messages are Communicated.

Principles of Marketing - UNBSJ

Lecture on Types of Advertising

Marketing Management, 13th ed

Media Planning and strategy

Advertising Any paid form of nonpersonal presentation

Types of Ads Advantages Disadvantages Newspapers Magazines Radio TV

Advertising Media The forms of communication through which advertising reaches its audience Newspapers Relatively inexpensive and timely; short life span.

Advertising and Public Relations

Advertising Part I Rachael Tullar.

Advertising Medias SEM.

Advertising Is a form of paid non-personal promotion

Types of Advertising.

Ch. 14 Advertising 14.1 Advertising Media.

Presentation transcript:

DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience Setting the Advertising Budget Specifying Advertising Objectives

DEVELOPING THE ADVERTISING PROGRAM Designing the Advertisement  Message Appeal Fear Appeals Sex Appeals Humorous Appeals  Creating the Actual Message

Partnership for a Drug Free America What is the appeal and purpose of this ad?

Shell What is the appeal and purpose of this ad?

Sierra Mist What is the appeal and purpose of this ad?

Burger King What is the appeal and purpose of this ad? Click Logo to Connect to Website

Pepsi What is the appeal and purpose of this ad?

FIGURE 16-A FIGURE 16-A Top 15 advertising slogans of the century

FIGURE 16-B FIGURE 16-B Top 10 advertising icons of the century

Concept Check 2. Describe three common forms of advertising appeals. A: They are: (1) fear appeal, to avoid some negative experience; (2) sex appeal, to increase the attractiveness of the user; and (3) humorous appeal, to imply that the product is more fun or exciting than competitors’ offerings.

FIGURE 16-1 FIGURE 16-1 U.S. advertising expenditures, by category (in millions of dollars)

DEVELOPING THE ADVERTISING PROGRAM Different Media Alternatives  Television Out-of-Home TV “Spot” Ads Infomercials Infomercials

FIGURE 16-2 FIGURE 16-2 Advantages and disadvantages of major advertising media

Ronco Infomercials What are the advantages and disadvantages of this medium? Click Icon to Play

DEVELOPING THE ADVERTISING PROGRAM Different Media Alternatives  Radio  Magazines  Newspapers  Yellow Pages

Radio Advertising Bureau What are the advantages and disadvantages of this medium?

Wal-Mart Radio Ad What are the advantages and disadvantages of this medium? Click Logo to Play

Teen People What are the advantages and disadvantages of this medium?

The Wall Street Journal What are the advantages and disadvantages of this medium?

Yellow Pages What are the advantages and disadvantages of this medium?

Outdoor Advertising: Billboards What are the advantages and disadvantages of this medium?