Professional Documents
Culture Documents
Execute
- involves pretesting the advertising copy and actually carrying out the advertising program
Advertising message usually focuses on the key benefits of the product that are important to a
prospective buyer in making trial and adoption decisions
-made up of informational and persuasional elements
*information and persuasive content can be combined in the form of an appeal to
provide a basic reason for the consumer to act
- Fear appeals: suggest to the consumer that he/ she can avoid some
negative experience through the purchase and use of a product or service, change in
behavior, or a reduction in the use of a product
Example: automobile safety ads that depict an accident or injury; social
cause ads warning of the serious consequences of drug and alcohol use
- Sex appeals: suggest to the audience that the product will increase the
attractiveness of the user
- Humorous appeals: imply either directly or subtly that the product is
more fun or exciting than competitors offerings
Example: Geico commercials, rod sterling look-alike actor
Advertising media: means by which the message is communicated to the target audience
Ex: newspapers, magazines, radio, TV
Reach: number of different people or households exposed to an advertisement
Ratings: percentage of households in a market that are tuned into a particular TV show or
radio station
Frequency: average number of times a person in the target audience is exposed to a
message or advertisement
Gross rating points (GRPS): reach x frequency = GRPs
Cost per thousand: cost of reaching 1,000 individuals or households with the advertising
message in a given medium
Media Alternatives
Medium
Television
Radio
Magazines
Newspapers
Advantage
Reaches extremely large
audience, uses picture, print,
sound; can target specific
audiences
Low cost; target specific local
audiences; ads can be places
quickly; can use sound, humor
Can target audience; high
quality color; long life ad; ads
can be clipped and saved
Excellent coverage of local
Disadvantage
High cost to prepare and run
ads; short exposure time;
difficult to convey complex
information
No visual element; short
exposure time
Long time needed to place ad;
relatively high cost; competes
for attention with other
magazine features
Ads compete for attention
Internet
Outdoor
Direct Mail
Coupons: sales promotion that offer a discounted price to the consumer which encourages
trial
Deals: short term price reductions, commonly used to increase trial among potential
customers or to retaliate against a competitor actions
Premiums: consists of merchandise offered free or at a significant savings over its retail
price
Contest: consumers apply their skill or analytical or creative thinking to try to win a prize
Sweepstakes: require participants to submit some kind of entry but are purely games of
chance requiring no analytical or creative effort by the consumer
Sampling: offering the product free or at a greatly reduced price
Loyatly programs: used to encourage and reward repeat purchased by acknowledging
each purchase made by a consumer and offering a premium as purchases accumulate
Rebates: cash rebate, offers the return of money based on proof of purchased
Public Relations uses a publicity tool
Publicity tool: available to the public relations director; methods of obtaining nonpersonal
presentation of an organization, product, or service without direct costs
Types of publicity tool
News release
News conferences
PSA