Advertising (Professor Mathur)

Sameer Mathur Assistant Professor (Marketing) www.smathur.com:

Sameer Mathur Assistant Professor (Marketing) www.smathur.com Advertising

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2 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

Advertising:

Advertising 3

PART OF Marketing Communications Mix:

PART OF Marketing Communications Mix Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Sales promotion: Short-term incentives to encourage purchase or sale of a product or service Public relations: Building good relations and corporate image with the company’s publics using publicity, and handling unfavorable events Personal selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships Direct marketing: Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships 4

Advertising:

Advertising 5

Canadian advertising expenditures by medium (2007):

Canadian advertising expenditures by medium (2007) 6

Major Advertising Decisions:

Major Advertising Decisions 7

Advertising:

Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Advertising objectives can be classified by primary purpose: Inform Introducing new products Persuade Becomes more important as competition increases Comparative advertising Remind Most important for mature products Key Decisions 8

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Comparative Advertising 9

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Ç Kleenex is a well-known brand. The purpose of this ad is to remind the consumer. 10

Advertising:

Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Factors Stage in the PLC Market share Level of competition Ad clutter Degree of brand differentiation Key Decisions 11

Advertising:

Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Creative challenges Advertising clutter TiVo and DVR Creating ad messages Message strategy Message execution Key Decisions 12

Advertising:

Creative Execution Styles Advertising Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement 13

A Fantasy, Slice of Life Execution Style:

A Fantasy, Slice of Life Execution Style 14

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Celebrity spokespersons 15

Advertising:

Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Select advertising media Decide on level of reach, frequency and impact Choose among the major media types by considering: Consumer media habits, nature of the product, types of messages, and costs Key Decisions 16

Major Media Types:

Major Media Types Newspapers Television Direct Mail Radio Magazines Yellow Pages Internet Outdoor Consumer Generated Media 17

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Media Selection:

Media Selection What media types make sense for KitKat, Bose? 19

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Advertising:

Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Measuring communications effect Copy testing Measuring sales effect Compare past sales with past advertising expenditures Experiments Key Decisions 22

Evaluating Advertising:

Evaluating Advertising 23

Evaluating Advertising:

Evaluating Advertising L.L. Bean is evaluating the different elements of the marketing mix to determine which led to this website visit 24

SUMMARY: Advertising Decisions:

SUMMARY: Advertising Decisions 25

Readings P428, Advertising P450, Types of Advertisements P451, Product Advertisements P451, Institutional Advertisements P452, Developing the Advertising Program P452, Identifying the Target Audience P453, Specifying Advertising Objectives P453, Setting the Advertising Budget P453, Designing the Advertisement P455, Selecting the Right Media P457, Different Media Alternatives P463, Scheduling the Advertising P464, Executing the Advertising Program P464, Pretesting the Advertising P465, Carrying Out the Advertising Program P466, Evaluating the Advertising Program P466, Post-testing the Advertising P466, Making Needed Changes:

Readings P428, Advertising P450, Types of Advertisements P451, Product Advertisements P451, Institutional Advertisements P452, Developing the Advertising Program P452, Identifying the Target Audience P453, Specifying Advertising Objectives P453, Setting the Advertising Budget P453, Designing the Advertisement P455, Selecting the Right Media P457, Different Media Alternatives P463, Scheduling the Advertising P464, Executing the Advertising Program P464, Pretesting the Advertising P465, Carrying Out the Advertising Program P466, Evaluating the Advertising Program P466, Post-testing the Advertising P466, Making Needed Changes 26

SUMMARY: Advertising:

SUMMARY: Advertising 27

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28 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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29 Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Innovative Print Advertisements 2. Virgin Mobile’s 2008 Promotional Strategy in India POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. Positioning, Perceptual Maps