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Chapter 8: Overview of Advertising Management

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Page 1: Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company

Chapter 8: Overview of

Advertising Management

Page 2: Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company

Advertising Functions

A. Informing

B. Persuading

C. Reminding

D. Adding Value

E. Assisting Other Company Efforts

Top US Advertisers

http://adage.com/datacenter/article?article_id=118652&search_phrase=top+100+spenders
Page 3: Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company

Advertising Functions

A. Informing

Page 4: Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company

Advertising Functions

B. Persuading

Page 5: Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company

Advertising Functions

C. Reminding

Page 6: Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company

Advertising Functions

E. Assisting Other

Company Efforts

Page 7: Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company

Advertising Functions

D. Adding Value

Page 8: Chapter 8: Overview of Advertising Management. Advertising Functions A. Informing B. Persuading C. Reminding D. Adding Value E. Assisting Other Company

Advertising Strategy

A. Objective Setting (Note Hierarchy of Effects)1. Sales vs. Communication (Presales)

Objectives

B. Budgeting1. SOV vs. SOM2. Considerations

a. Objectivesb. Competitorsc. Availability of Funds

3. Methods

C. Message Strategy (Ch. 9, 10)

D. Assessing Message Effectiveness (Ch. 11)

E. Media Strategy (Ch. 12, 13, 14, 15)

F. Strategy Implementation and Control*

Chapter Eight Discussion Questions: 1, 6, 9

New Balance

http://adage.com/tvspots/

30-Second TV Spot Costs

http://adage.com/article?article_id=125855
http://adage.com/tvspots/
http://adage.com/tvspots/

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Ricardo Alonso and Odilon Câmara Persuading skeptics and …eprints.lse.ac.uk/58680/1/Alonso_Camara_Persuading... · 2014. 8. 5. · Persuading Skeptics and Rearming Believers ⇤

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