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Copyright © 2010 by Nelson Education Ltd. Chapter 15 Basic Version Advertising and Public Relations
Copyright © 2010 by Nelson Education Ltd. 15-2 Outline 1.Objectives of Advertising 2.Ad Strategies 3.Ad Messages 4.Ad Appeals 5.Media Selection & Scheduling 6.Public Relations 7.Measuring Effectiveness
Copyright © 2010 by Nelson Education Ltd. 15-3 Objectives of Advertising Informative advertising Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause Persuasive advertising Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea, or cause Reminder advertising Advertising that reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public
Copyright © 2010 by Nelson Education Ltd. 15-4 Advertising Strategies Comparative Celebrity testimonials Retail advertising Cooperative Interactive
Copyright © 2010 by Nelson Education Ltd. 15-5 Ads must be meaningful, believable, and distinctive Creator must decide whether to focus on A practical appeal (i.e., price), or Emotional responses like fear, humour, or fantasy Advertising campaign Series of different but related ads that use a single theme and appear in different media within a specified time period Advertising Messages
Copyright © 2010 by Nelson Education Ltd. 15-6 Advertising Appeals Appeals can provide information or appeal to emotion Emotional appeals can involve: Fear Humour Sex
Copyright © 2010 by Nelson Education Ltd. 15-7 Media Selection Could Include: Television Radio Newspapers Magazines Direct mail Outdoor Interactive
Copyright © 2010 by Nelson Education Ltd. 15-8 Media Scheduling After selecting media, marketers determine the most effective timing and sequence for a series of advertisements Influenced by a variety of factors: Seasonal sales patterns Repurchase cycles Competitors’ activities Measure effectiveness in three ways: Reach—the number of people exposed to an advertisement Frequency—the number of times an individual is exposed to an advertisement. Minimum of three exposures is recommended Gross rating point—the product of the reach times the frequency GRP=RxF
Copyright © 2010 by Nelson Education Ltd. 15-9 Public Relations Firm’s communications and relationships with its various publics, including customers, employees, stockholders, suppliers, and government agencies Nonmarketing public relations A company’s messages about general management issues Example: An announcement to close a production facility Marketing public relations (MPR) Narrowly focused public relations activities that directly support marketing goals Example: Sending out press releases about new products
Copyright © 2010 by Nelson Education Ltd. 15-10 Measuring Advertising Effectiveness Media research—assesses how well particular medium delivers message, where and when to place the message, and the size of the audience Methods used include: Focus groups Sales conviction test Blind product tests Tests using mechanical devices Message research—tests consumer reactions to an advertisement’s creative message through pretesting and posttesting
Copyright © 2010 by Nelson Education Ltd. 15-11 Pretesting Assessing an advertisement’s likely effectiveness before it is completed Use focus groups, consumer testing, and mechanical devices to evaluate possible advertising Posttesting Assessing advertisement’s effectiveness after it has appeared Useful for adjusting current advertising programs and planning future ones Specific tests can be used to analyze consumer recognition, recall, and inquiries to measure and effectiveness Split runs allow advertisers to test the relative effectiveness of two ads
Copyright © 2010 by Nelson Education Ltd. 15-12 Magazine Advertisements With Starch Scores
Copyright © 2010 by Nelson Education Ltd. 15-13 Evaluating Interactive Media Measurements include Hits―user requests for a file Impressions―number of times of viewers sees an ad Click-throughs―user clicks on the ad for more information View-through—measure response over time
Copyright © 2010 by Nelson Education Ltd. THANK YOU For Your Time! 15-14
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