Chapter 16 1
MKTG
16CHAPTERAdvertising
Chapter 16 2
Major Types of Advertising
LO2
Corporate identity
Pioneering – stimulates demand for new product
Competitive – builds demand in the growth stage
Comparative – direct comparison of product
attributes
ProductAdvertising
InstitutionalAdvertising
Advocacy advertising
Chapter 16 3
The Advertising Process
LO3
Advertising Objectives:Target AudienceDesired Change
Time Frame
Make Creative Decisions:Identify Product Benefits
Evaluate Ad AppealsIdentify the Message
Make media decisions
Evaluate the campaign
Chapter 16 4
Identify Product Benefits
LO3
Attribute
Benefit
“Powerade’s new line has been reformulated to combine the scientific
benefits of sports drinks with B vitamins and to speed up energy
metabolism.”
“So, you’ll satisfy your thirst with a great-tasting drink that will power you
throughout the day.”
- So?
Sell product’s benefits, not its attributes
Chapter 16 5
Advertising Appeals
LO3
Profit
Health
Love or romance
Fear
Admiration
Convenience
Fun and pleasure
Vanity and egotism
Environmental Consciousness
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Used in selling cosmetics and perfumes
Social embarrassment, old age, losing health
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Key to advertising vacations, beer, parks
Used for expensive or conspicuous items
Centers around environmental protection
Chapter 16 6
Major Advertising Media
LO4
Newspapers
Magazines
Radio
Television
Outdoor Media
Yellow Pages
Internet
Advantages/D
isadvantages?
Chapter 16 7
Alternative Media
LO4
Ads in Movies
Interactive Kiosks
Computer Screen Savers
Shopping Carts
DVDs
Advertainments
Cell Phone Ads
Subway Tunnel Ads
Floor Ads
Video Game Ads
Chapter 16 8
Media Scheduling
LO4
ContinuousMedia Schedule
Flighted Media Schedule
PulsingMedia Schedule
SeasonalMedia Schedule
Advertising is run steadily throughout the period.
Advertising is run heavily every other month or every two weeks.
Advertising combines continuous scheduling with flighting.
Advertising is run only when the product is likely to be used.
