Advertising Session 16 Advertising is any paid form
- Slides: 13
Advertising Session 16
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
2003 Top Advertisers 1. Mc. Donald’s Corp $1, 368, 000 2. Cendant Corp $773, 000 3. Yum Brands $761, 000 4. Burger King $524, 000
Major Decisions in Advertising Setting the Objectives Setting the Advertising Budget Message Decisions Media Decisions Campaign Evaluation
Setting the Objectives Informative advertising is used to inform consumers about a new product or feature to build primary demand Persuasive advertising is used as competition increases and a company’s objective becomes building selective demand Reminder advertising is used for mature products since it keeps consumers thinking about the product
Major Advertising Decisions
Setting the Advertising Budget Specific factors to be considered when setting an advertising budget: Stage in the product life cycle Competition and clutter Market share Advertising frequency Product differentiation
Setting the Advertising Budget General factors to consider: Strategic versus Tactical Budgets Overall Promotional Budget Consistency Opportunities to Stretch the Budget The Final Budget
Message Decisions Message Generation Message Evaluation and Selection Message Execution
Execution Styles Slice of Life Personality Lifestyle Technical Expertise Fantasy Scientific Evidence Mood or Image Testimonial Evidence Musical
Media Decisions Deciding on Reach, Frequency, and Impact Choosing Among Major Media Types Selecting Specific Media Vehicles Deciding on Media Timing
Profiles of Major Media Types
Campaign Evaluation Measuring the Communication Effect Measuring the Sales Effect
- Paid form of communication
- Advertising is which form of presentation
- Advertising is paid form of communication
- Application problem 3-1 accounting answers
- There are some pasta
- Any to any connectivity
- Pertanyaan terbuka
- To the principal
- Global advertising and international advertising
- Affirmative present continuous
- Salaries paid in cash flow statement
- Share capital
- Ernie / break / his leg / four times
- Walmart pto payout