1. P R O M O T I O N
- Advertising

3. Why Do We Do Advertising
Personal Selling is preferred, because it is so effective - but, it is expensive sometimes to contact EVERYBODY this way
Advertising is not as direct as Personal Selling, but you can reach a lot of people

4. Advertising Objectives are a Strategy Decision
Every ad should have clearly defined objectives
these objectives guide the people who create the ads

5. Categories of Advertising
Product Advertising
Nonpersonal selling of a particular good or service.
- TV ads
- billboards
- junk mail

6. other Categories of Advertising
Institutional Advertising
Also called Advocacy advertising

7. other Categories of Advertising
Pioneering Advertising, also called Informative
“… tries to develop primary demand…”
Done in the early stage of the Product Life Cycle.
Competitive Advertising
Direct
Indirect

8. other Categories of Advertising
Competitive Advertising
Direct
Tries to get you to take action now - buy the product now. Immediate Buying
Indirect
Tries to point out the advantages so if you think about this product later, you will buy their brand

9. Comparative Advertising
Advertising that makes direct comparisons with competitive brands.
Companies used to hesitate to do this, but now they do it freely.
Sometimes it can backfire and cause the viewer to NOT want to buy the product - if the comparison is too harsh eg. Political advertising that is too nasty

10. Comparative Advertising
Some countries do not allow Comparative Advertising.
Other countries allow it,,, but,, you have to prove any statements you make

11. other Categories of Advertising
Reminder Advertising
Done in the Maturity and Decline stage of the Product Life Cycle. You already know about the product - they want you to keep using it, even if new competitors come along.
These ads are usually “soft-sell” and try to be entertaining.

12. Relationship between Advertising and the Product Life Cycle
Competitive
Comparative
Pioneering
Prepared for Marketing Copyright, Professor W.T.G. Richardson, Seneca College

13. other Categories of Advertising
Institutional Advertising
Promoting a concept, idea, or philosophy, or the goodwill of an industry, company, or organization.
This is closely related to the PR program of the company
Also called Advocacy advertising

14. other Categories of Advertising
Institutional Advertising
Used often by Japanese conglomerates that have many types of products
eg.
Hitachi
SONY
Mitsubishi
Panasonic (Matsushita Electronics)

15. other Categories of Advertising
Retail Advertising
Retail advertising is the advertising done by stores that sell “stuff” directly to the consumers.
Co-operative Advertising
The sharing of advertising costs between the middlemen and retailer and the manufacturer. This means they will co-operate to display sales promotion material and share the costs of commercials and billboards etc.

16. E t h i c a l
I s s u e s

17. Joint Ads
Co-Branding

18. Before we talk about choosing the best way to advertise, we first have to discuss our Position

19. Positioning Remember Chpt 3
Positioning involves developing a marketing strategy aimed at a particular market segment - in order to achieve a desired position with respect to the competition, in the mind of the buyer.
ie. That buyers will think a certain way about a product - re: its competitor

20. Positioning 1. By attributes - shampoo (Pantene Pro V)
2. By price - Zeller’s “lowest price is the law”
3. By competitor- Snapple, “We’re #3”
4. By application - Nutrigrain - until we get beamed to work!
5. By product user - consumer, industry, govt
6. By product class - convenience, shopping, specialty goods

21. ? - in which category is the most money spent
Media Selection
Newspapers
Magazines
Television
Radio
Direct Mail
Outdoor
? - in which category is the most money spent

22. Media Selection Magazines - 12% Television - 2nd major category, 14%
Newspapers - largest share of advertising, 26%
Magazines - 12%
Television - 2nd major category, 14%
Radio - 7%
Direct Mail
Outdoor, billboards etc. - 6%

23. Advantages and Disadvantages of the Various Advertising Media
Media Advantages Disadvantages
Newspapers Flexibility Short lifespan
Community prestige Hasty reading
Intense coverage Poor reproduction
Reader control of exposure
Co-ordination with
national advertising
Merchandising service
Magazines Selectivity Lack of flexibility
Quality reproduction
Long life
Prestige associated with
some magazines
Extra services
Television Great impact Temporary nature of
Mass Coverage message
Repetition High cost
Flexibility High mortality rate for
Prestige commercials
Evidence of public distrust
Lack of selectivity

24. Advantages and Disadvantages of the Various Advertising Media
Media Advantages Disadvantages
Radio Immediacy Fragmentation
Low cost Temporary nature of
Practical audience message
selection Little research information
Mobility
Outdoor Quick communication of Brevity of the message
Advertising simple ideas Public concern over
Repetition aesthetics
Ability to promote products
available for sale nearby
Direct Mail Selectivity High cost per person
Intense coverage Dependence on quality of
Speed mailing list
Flexibility of format Consumer resistance
Complete information
Personalization

25. Trade Magazines

26. I n f o m e r c i a l s e

27. T V Commercials
$ , 0 0 0
To produce, then additional money to get “air” time

28. Planning The Best Message
What should an ad accomplish
1. Gain attention and interest
2. Inform and persuade
3. Lead to the person buying

29. Planning The Best Message
“Copy Thrust”
the words you say to get the attention
1. Copy - the text
2. Thrust - the intention, direction

30. Planning The Best Message
“A I D A”
A - Attention
I - Interest
D - Desire
A - Action

31. Direct Response Ads
Call ………….
See our web site at

32. The Advertising Campaign
When developing a mktg comms strategy, you do not restrict your plan to just advertising
Many things are also done such as direct mailing, PR, special events, radio, media

33. Assessing the Effectiveness of an Advertisement
Pretesting The assessment of an advertisement’s effectiveness before it is actually used.
Post-testing The assessment of advertising copy after is has been used.

34. Advertising Agency
A marketing specialist firm that assists the advertiser in planning and preparing its advertisements. They have specialists who know all about the effect of different advertising methods and can help a company with their strategy.

35. Celebrity Marketing
Having celebrities lend their name and influence to the promotion of a product.

36. Role Model Marketing
Marketing technique that associates a product with the positive perception of a type of individual or role. (ie. Naya water with healthy lifeguards)
Sometimes used by companies who cannot afford to pay a celebrity.