DATE 03 25 15 Course Title Introduction to Marketing Course MKTG 2201 CRN 34372 One to Many Advertising Public Relations and Consumer Sales Promotions Chapter 15 Chapter objectives criticisms of advertising evaluate advertising The Image of Marketing Tell what advertising is describe the major types of advertising and discuss some of the Describe the process of developing an advertising campaign and how marketers Explain the role of public relations and the steps in developing a marketing campaign Expenditures on traditional advertising are changing Marketers are diverting more money into alternative media Advertising is still best way to reach mass audiences Types of Advertising Figure 13 1 Product advertising o Ex Classio pasta sauce visual ad Institutional advertising o Corporate advertising o Advocacy advertising o Public service advertising Retail and local advertising Who Creates Advertising Advertising campaign o A coordinated comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time Page 1 of 2 Advertising agencies employ specialists who perform a variety of functions DATE 03 25 15 Outside agencies are often retained to oversee campaigns o Limited service agency o Full service agency o Account management o Creative services o Research and marketing services o Media planning User Generated Advertising Content Do it yourself advertising User generated content UGC or consumer generated media CGM o Online consumer comments opinions advice and discussions review photos images videos podcasts webcasts and product related stories available to other consumers Must be monitored and encouraged o Ex Ratemyprofessor com Crowdsourcing o A practice in which firms outsource marketing activities such as selecting an ad to a community of users Consumers are great sources of ideas Independent contractors are also being targeted Ethical Issues in Advertising Ethical criticisms of advertising o Manipulative o Deceptive and untruthful o Offensive and in bad taste o Creates and perpetrates stereotypes o Causes people to buy things that they don t really need Page 2 of 2
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