MRKTNG 3000 1nd Edition Lecture 15Outline of Last LectureI. Sales promotion a. Couponsb. Rebatesc. Premiumsd. Contests/sweepstakese. Point-of-purchasef. Samplingg. Trade sales h. PRi. Alternative vehicles Outline of Current LectureII. Advertising a. 5 Ms b. Credibility c. Issues in designing persuasive communications d. Issues in message presentation e. Advertising appeals Current Lecture Advertising:Major advertising decisions:-Objectives setting, budget decisions, message decisions, media decisions, campaign evaluation Task, Target, Time (advertising objectives)Informative advertising- build primary demandPersuasive advertising- build selective demandComparison advertising- compares one brand to anotherReminder advertising- keeps consumer thinking about a productThese 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.5 Ms:Mission- sales/communication goalsMoney- Factors to consider:-Stage in the PLC-Market share and consumer base-Competition and clutter-Advertising frequency-Product substitutabilityMessage- Message generation, social responsibility, message execution, message evaluation/selectionMedia- Reach, frequency, Impact, major media types, specific media vehicles, media timing, geographical media allocation Measurement- Communication impact, sales impactAdvantages/disadvantages of major advertising media (p. 127)Classification of advertising timing patterns:Concentrated, continuous, intermittent Barriers to communication:-Selective perception-Psychological noiseCredibility:-Credibility of informal sources-Credibility of formal sources-Credibility of spokespersons and endorsers-Message credibility Issues in designing persuasive communications-Communication strategy-Media strategy-Message strategy Issues in message presentation:-Message framing-One-side vs. two-sided messages-Comparative advertising-Order effects-RepetitionAdvertising appeals:-Humor-Fear-Wow experience-Abrasive advertising-Sex in advertising-Audience
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