Chapter 161 MKTG 16 CHAPTER Advertising

Chapter 162 Major Types of Advertising LO 2 Corporate identity Pioneering – stimulates demand for new product Competitive – builds demand in the growth stage Comparative – direct comparison of product attributes Product Advertising Product Advertising Institutional Advertising Institutional Advertising Advocacy advertising

Chapter 163 The Advertising Process LO 3 Advertising Objectives: Target Audience Desired Change Time Frame Make Creative Decisions: Identify Product Benefits Evaluate Ad Appeals Identify the Message Make media decisions Evaluate the campaign

Chapter 164 Identify Product Benefits LO 3 Attribute Benefit “Powerade’s new line has been reformulated to combine the scientific benefits of sports drinks with B vitamins and to speed up energy metabolism.” “So, you’ll satisfy your thirst with a great- tasting drink that will power you throughout the day.” - So?  Sell product’s benefits, not its attributes

Chapter 165 Advertising Appeals LO 3 Profit Health Love or romance Fear Admiration Convenience Fun and pleasure Vanity and egotism Environmental Consciousness Product saves, makes, or protects money Appeals to body-conscious or health seekers Used in selling cosmetics and perfumes Social embarrassment, old age, losing health Reason for use of celebrity spokespeople Used for fast foods and microwave foods Key to advertising vacations, beer, parks Used for expensive or conspicuous items Centers around environmental protection

Chapter 166 Major Advertising Media LO 4 Newspapers Magazines Radio Television Outdoor Media Yellow Pages Internet Advantages/Disadvantages?

Chapter 167 Alternative Media LO 4 Ads in Movies Interactive Kiosks Computer Screen Savers Computer Screen Savers Shopping Carts DVDs Advertainments Cell Phone Ads Subway Tunnel Ads Subway Tunnel Ads Floor Ads Video Game Ads

Chapter 168 Media Scheduling LO 4 Continuous Media Schedule Flighted Media Schedule Pulsing Media Schedule Seasonal Media Schedule Advertising is run steadily throughout the period. Advertising is run heavily every other month or every two weeks. Advertising combines continuous scheduling with flighting. Advertising is run only when the product is likely to be used.