Advertising

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

Types of Advertisements Product Advertisements –Pioneering ads –Competitive ads –Reminder ads

Slide 19-7 Verizon Mobile Instant Messaging What is the type and purpose of this ad?

Slide Allegra What is the type and purpose of this ad?

Slide FTD What is the type and purpose of this ad?

Components of Advertising Program Define Target Audience Specify Advertising Objectives Set the Advertising Budget Design the Advertisements Select the Media

I. Define the Target Audience DemographicsPsychographics Benefits sought Media usage

II. Advertising Objectives Create awareness Provide information Compare product to competitor Encourage trial Remind consumers

III. Advertising Budget Approaches Percent of sales Competitive parity All you can afford Objective and task

IV. Design the Advertisement Unique Selling Points – benefits the customer receives when they buy or adopt the product. Message Strategies –Spokesperson –Testimonials –Comparison –Humor appeal –Fear appeal –Imagery Execution –Copy –Layout –Storyboard

V. Select the Right Media What is media? Advantages and disadvantages of Media Alternatives Selection Criteria

Television, direct mail, and newspapers account for more than 60% of all advertising expenditures (in $millions) 19-13

Slide Advantages and disadvantages of major advertising media