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ISU MKT 230 - Advertising and Publicity

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MKT 230 1st Edition Lecture 20 Outline of Last Lecture I. Types of Shopping CentersII. Strategic Issues in RetailingIII. Wholesaling Outline of Current Lecture – Chapter 18I. AdvertisingII. Advertising AppropriationIII. Media PlanIV. Creating Advertising MessagesV. Executing Ad CampaignsVI. Public RelationsCurrent Lecture – Monday, April 13, 2015I. Advertising – a paid form of nonpersonal communication transmitted to the target audience through mass media- Effective advertising can influence a customer’s purchasing behaviors throughout their lifetime- Most organizations, even nonprofits, engage in advertising- Institutional Advertising – promotes organizational images, ideas, and political ideas o Focuses on company, ideals of a company, rather than focusing on a producto Example: video shown in class introducing the first Apple computero Used to create a favorable image of the organization- Advocacy Advertising – type of institutional advertising that promotes a company’s position on a public issueo Example: company sponsoring a charity event- Product Advertisement – promotes uses, features, and benefits of a product- Pioneer Advertisement – focuses on stimulating demand for a new product categoryThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Competitive Advertisement – attempt to stimulate demand for a specific brand by indicating brand’s features, uses, and benefits relative to a competing brando Example: Direct TV vs. DISH, Apple vs. PC, iPhone vs. Samsung- Comparative Advertising – compares sponsor brands with other brands on basis of 1or more product characteristicso Example: Pepsi commercial shown in class- Reminder Advertising – reminds the consumers that the brand is still around- Reinforcement Advertising – Assures current users that they have made the right choice and shows them how to get the most satisfaction from the brand- Advertising Campaign – Designing a series of advertisements and placing them in various media to reach a certain audienceo 8 steps:1. Identify and analyze the target market2. Define advertising objectives3. Create advertising platform4. Determine advertising appropriation5. Develop media plan6. Create advertising message7. Execute campaign8. Evaluate advertising effectivenessII. Advertising Appropriation - The total amount of money a marketer allocates for advertising during a period of time- Objective-Task Approach – determines campaign objective and attempts to list tasks required to accomplish them- Percentage of Sales Approach – Marketers multiply the firm’s past (plus a factor for growth or decline) by a standard percentage that the industry typically spends on advertising- Competition Matching Approach - Trying to match competitors’ advertising appropriationso Positive return on advertising but not until the budget exceeds the competitor’s advertising budgeto Defensive move- Arbitrary Approach - Budget specified by high-level executive in the firm; can lead to under- or overspending III. Media Plan – Sets forth the exact media vehicles to be used and the dates and times the advertisements will appear- Reach – percentage of consumers in target audience exposed to a particular advertisement in a stated period; whom can I reach?- Frequency – Numbers of times these target consumers are exposed to the advertisement; how much often I reach them?- Media planners consider:o Location and demographic of the target audienceo Size and type of audience typical for each advertising mediumo Thinks about alternative media like the Internet or product placement- Cost-Comparison Indicator - Compares the costs of ad vehicles within a specific medium relative to the number of people reached- 3 basic types of media schedules:o Continuous – ads run at a constant levelo Flighting – ads run periodically, alternating with periods when no ads runo Pulsing – a combination of continuous and flightingIV. Creating the Advertising Message- Basic content and form of the ad message are a function of several factors:o Products, features, uses and benefitso Target audience characteristicso Campaign objectives and advertising platformo Choice of media- Regional Issues: Advertisements and editorial content in these publications are region-specific- Copy – written/verbal portion of advertisemento Body copy guidelines:1. Identify problem/specific desire2. Shouldn’t overpower the graphic3. Recommend the product4. State product benefits5. Substantiate claims6. Ask for buyer actionV. Executing an Ad Campaign- Requires extensive planning and coordination- Detailed scheduling- Evaluate Effectively:o Pretest – evaluation of advertising performed before the campaign beginso Consumer jury – panel of existing or potential buyers of the advertised product who are asked to judge the advertisements1. Sometimes utilized during pretesto Posttest – evaluation of advertising effectiveness after the campaign, advertising objectives often determine which posttest is appropriateo Recognition Test – Individual respondents are shown the advertisement and asked whether they recognize ito Unaided Recall - Asks subjects to identify recently-seen ads, but does not provide any clueso Aided Recall - Asks subjects to identify recently-seen ads and provides clues to jog their memories, because individuals are more likely to buy a product if theycan remember the advertisement- Who develops the campaigns?o Varies between firms, depends on sizeo Large firms can have an advertising department or use an advertising agencyo Small firms will usually have one or two internal employeesVI. Public Relations - A broad set of communication efforts used to create and maintain favorable relations between an organization and its stakeholders- Not necessarily paid for- Focuses on enhancing public image of total organization- PR Tools – convey message and create imageo Written materialo Digital materialo Speecheso Event sponsorship- Publicity - Is communication in news-story format about the organization and/or its products transmitted through mass media at no chargeo Evaluating PR effectiveness:1. Environmental monitoring: identify a change in public opinion2. PR Audit: assesses organization’s public image3. Communications audit: may include content analysis of messages, readability study, or a readership survey4. Social Audit: Measures the


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