logging in or signing up ch15 1 Reginaldo Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2580 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: January 14, 2008 This Presentation is Public Favorites: 2 Presentation Description No description available. Comments Posting comment... By: nehrao (8 month(s) ago) Can you allow me to download this please? Saving..... Post Reply Close Saving..... Edit Comment Close By: roshia (13 month(s) ago) Kindly request you to allow me to download the same. Please Saving..... Post Reply Close Saving..... Edit Comment Close By: keta124 (15 month(s) ago) thanks you verymuch Saving..... Post Reply Close Saving..... Edit Comment Close By: ragunathprakash (16 month(s) ago) hi can i download this presentation? Saving..... Post Reply Close Saving..... Edit Comment Close By: call2prashant59 (30 month(s) ago) kk Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Advertising and Public Relations: chapter Advertising and Public Relations 15 Prepared by Deborah Baker Texas Christian UniversityLearning Objectives: chapter Learning Objectives 15 1. Discuss the effect of advertising on market share and consumers. 2. Identify the major types of advertising. 3. Discuss the creative decisions in developing an advertising campaign. Learning Objectives (continued): chapter Learning Objectives (continued) 15 4. Describe media evaluation and selection techniques. 5. Discuss the role of public relations in the promotional mix. Learning Objective : Learning Objective 1 Discuss the effect of advertising on market share and consumers. Advertising: Advertising U.S. advertising spending exceeds $215 billion per year Industry employs only 272,000 Ad budgets of some firms exceed over $2 billion per year 1Advertising and Market Share: Advertising and Market Share New brands spend proportionately more for advertising than old ones. A certain level of exposure is needed to affect purchase habits. Beyond a certain level, diminishing returns set in. 1Advertising and the Consumer: Advertising and the Consumer Average U.S. citizen is exposed to hundreds of ads each day. Advertising may change a consumer’s attitude toward a product. Advertising can affect consumer ranking of brand attributes. 1Learning Objective : Learning Objective 2 Identify the major types of advertising. Major Types of Advertising: Major Types of Advertising 2Major Types of Advertising: Major Types of Advertising 2 Product Advertising: Product Advertising 2Learning Objective : Learning Objective Discuss the creative decisions in developing an advertising campaign 3Advertising Campaign: Advertising Campaign A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. 3Steps in Creating an Advertising Campaign: Steps in Creating an Advertising Campaign 3Setting Objectives: The DAGMAR Approach: Setting Objectives: The DAGMAR Approach 3Creative Decisions: Creative Decisions 3 Identify Product Benefits: Identify Product Benefits 3 “Sell the Sizzle, not the Steak” Sell product’s benefits, not its attributes A benefit should answer “What’s in it for me?” Ask “So?” to determine if it is a benefit Advertising Appeal: Advertising Appeal 3 Reason for a person to buy a product.Common Advertising Appeals: Common Advertising Appeals 3Unique Selling Proposition: Unique Selling Proposition 3 Desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.Executing the Message: Executing the Message 3Learning Objective : Learning Objective Describe media evaluation and selection techniques. 4Media Types: Media Types 4Advertising Spending for 1999 : Advertising Spending for 1999 4Newspapers: Newspapers 4Cooperative Advertising: Cooperative Advertising An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. 4Magazines: Magazines 4Radio: Radio 4Television: Television 4Outdoor Media: Outdoor Media 4Internet and World Wide Web: Internet and World Wide Web 4Alternative Media: Alternative Media 4Media Selection Considerations: Media Selection Considerations 4 Media Selection Considerations: Media Selection Considerations 4Media Scheduling: Media Scheduling 4 Media Scheduling: Media Scheduling 4Learning Objective : Learning Objective Discuss the role of public relations in the promotional mix. 5Public Relations: Public Relations 5Functions of Public Relations: Functions of Public Relations 5Public Relations Tools: Public Relations Tools 5Managing Unfavorable Publicity: Managing Unfavorable Publicity 5 A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event. 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ch15 1 Reginaldo Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2580 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: January 14, 2008 This Presentation is Public Favorites: 2 Presentation Description No description available. Comments Posting comment... By: nehrao (8 month(s) ago) Can you allow me to download this please? Saving..... Post Reply Close Saving..... Edit Comment Close By: roshia (13 month(s) ago) Kindly request you to allow me to download the same. Please Saving..... Post Reply Close Saving..... Edit Comment Close By: keta124 (15 month(s) ago) thanks you verymuch Saving..... Post Reply Close Saving..... Edit Comment Close By: ragunathprakash (16 month(s) ago) hi can i download this presentation? Saving..... Post Reply Close Saving..... Edit Comment Close By: call2prashant59 (30 month(s) ago) kk Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Advertising and Public Relations: chapter Advertising and Public Relations 15 Prepared by Deborah Baker Texas Christian UniversityLearning Objectives: chapter Learning Objectives 15 1. Discuss the effect of advertising on market share and consumers. 2. Identify the major types of advertising. 3. Discuss the creative decisions in developing an advertising campaign. Learning Objectives (continued): chapter Learning Objectives (continued) 15 4. Describe media evaluation and selection techniques. 5. Discuss the role of public relations in the promotional mix. Learning Objective : Learning Objective 1 Discuss the effect of advertising on market share and consumers. Advertising: Advertising U.S. advertising spending exceeds $215 billion per year Industry employs only 272,000 Ad budgets of some firms exceed over $2 billion per year 1Advertising and Market Share: Advertising and Market Share New brands spend proportionately more for advertising than old ones. A certain level of exposure is needed to affect purchase habits. Beyond a certain level, diminishing returns set in. 1Advertising and the Consumer: Advertising and the Consumer Average U.S. citizen is exposed to hundreds of ads each day. Advertising may change a consumer’s attitude toward a product. Advertising can affect consumer ranking of brand attributes. 1Learning Objective : Learning Objective 2 Identify the major types of advertising. Major Types of Advertising: Major Types of Advertising 2Major Types of Advertising: Major Types of Advertising 2 Product Advertising: Product Advertising 2Learning Objective : Learning Objective Discuss the creative decisions in developing an advertising campaign 3Advertising Campaign: Advertising Campaign A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. 3Steps in Creating an Advertising Campaign: Steps in Creating an Advertising Campaign 3Setting Objectives: The DAGMAR Approach: Setting Objectives: The DAGMAR Approach 3Creative Decisions: Creative Decisions 3 Identify Product Benefits: Identify Product Benefits 3 “Sell the Sizzle, not the Steak” Sell product’s benefits, not its attributes A benefit should answer “What’s in it for me?” Ask “So?” to determine if it is a benefit Advertising Appeal: Advertising Appeal 3 Reason for a person to buy a product.Common Advertising Appeals: Common Advertising Appeals 3Unique Selling Proposition: Unique Selling Proposition 3 Desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.Executing the Message: Executing the Message 3Learning Objective : Learning Objective Describe media evaluation and selection techniques. 4Media Types: Media Types 4Advertising Spending for 1999 : Advertising Spending for 1999 4Newspapers: Newspapers 4Cooperative Advertising: Cooperative Advertising An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. 4Magazines: Magazines 4Radio: Radio 4Television: Television 4Outdoor Media: Outdoor Media 4Internet and World Wide Web: Internet and World Wide Web 4Alternative Media: Alternative Media 4Media Selection Considerations: Media Selection Considerations 4 Media Selection Considerations: Media Selection Considerations 4Media Scheduling: Media Scheduling 4 Media Scheduling: Media Scheduling 4Learning Objective : Learning Objective Discuss the role of public relations in the promotional mix. 5Public Relations: Public Relations 5Functions of Public Relations: Functions of Public Relations 5Public Relations Tools: Public Relations Tools 5Managing Unfavorable Publicity: Managing Unfavorable Publicity 5 A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event. Crisis Management