Objectives Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public relations C2000 Prentice Hall
©2000 Prentice Hall Objectives Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations
Advertising objectives Specific Communication Task Accomplished with a Specific Target Audience During a specific Period of Time Informative Advertising Persuasive Advertising Build Primary Demand Build selective demand Reminder Advertising Keeps Consumers Thinking About a produc C2000 Prentice Hall
©2000 Prentice Hall Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Reminder Advertising Keeps Consumers Thinking About a Product. Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Advertising Budget Factors Market Share Consumer Base Competition Stage in the Product Life Cycle Clutter Product Advertising Substitutability Frequency C2000 Prentice Hall
©2000 Prentice Hall Advertising Budget Factors Stage in the Product Life Cycle Market Share & Consumer Base Competition & Clutter Advertising Frequency Product Substitutability
Profiles of Major Media Types News papers Advantages: Flexibility, timeliness; good local market coverage broad acceptance, high believability Limitations Short life; poor reproduction quality; small pass-along audience Telev ision Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure less audience selectiv ity Direct mail Advantages: Audience selectiv ity; flexibility, no ad compe tition within same medium; allows personalization Limitations. Relative high cost; "junk maip"image C2000 Prentice Hall
©2000 Prentice Hall Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image
Profiles of Major Media Types Radio Advantages: Mass use; high geographic and demographic selecti low cost Limitations. Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages High geographic and demographic selectiv ity credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations. Little audience selectiv ity; creative limitations C2000 Prentice Hall
©2000 Prentice Hall Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations Profiles of Major Media Types