15-1 Chapter Objectives LO1 Describe advertising and the objectives of advertising LO2 Summarize the regulatory and ethical issues of concern to advertisers LO3 Explain how sales promotions supplement a firm’s IMC strategy LO4 Describe personal selling and how it adds value LO5 Identify the steps in the personal selling process LEARNING OBJECTIVES

15-2 Subaru’s Sexy Sumos Consumers didn’t realize Subaru was Japanese Newly designed Forrester launched as fun, sexy Ad recall for Sexy Sumos set recall record at 74% LO1

15-3 The AIDA Model LO1

15-4 Awareness Senders first must gain the attention of the consumers A multichannel approach increases the likelihood the message will be received LO1

15-5 Interest After the customer is aware, they must be persuaded The customer must want to further investigate the product/service LO1

15-6 Desire I like itI want it LO1

15-7 Action Purchase is just one type of action. What other actions can consumers be asked to take? LO1

15-8 Lagged Effect Advertising does not always have an immediate impact Multiple exposures are often necessary Difficult to determine which exposure led to purchase LO1

15-9 AIDA Model Where is this ad in the AIDA model? LO1

15-10 LO1 Paid message Delivered through media Must have identifiable source Designed to persuade Advertising

15-11 Inform Persuade Remind Advertising Objectives LO1

15-12 Early in the PLC, firms use informative advertising to educate consumers about the product/service. Informative Advertising LO1

15-13 Persuasive Advertising Generally occurs in the growth and early maturity stages of the PLC when competition is most intense In the later stage of the PLC may be used to reposition an established brand LO1

15-14 Reminder Advertising After the products have gained market acceptance Top-of-the-mind- awareness LO1

15-15 Focus of Advertisements Product-focused advertisements Product-focused advertisements Institutional advertisements Institutional advertisements LO1

15-16 Social Marketing Public Service Advertising (PSA) Under Canadian Radio-television and Telecommunications Commission rules broadcasters must devote a specific amount of free airtime to PSAs LO1