Chapter 15 Advertising & PR. Objectives of Advertising. to develop initial demand. INFORM. REMIND. PERSUADE. increase demand for an existing product. to reinforce previous promotions. Advertising and Market Share. New brands spend proportionately more for advertising than old ones.
Related searches for Chapter 15 Advertising PR
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to develop initial demand
for an existing product
to reinforce previous promotions.
Ad expenses have risen over the past decade (mature mkt). Ex: Arm & Hammer
Enhance ……………… identity
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
Make creative decisions.
Make media decisions.
Evaluate the campaign.Steps in Creating an Advertising Campaign
ProblemSales plateau. 53% of the target (18-34 year old guys) still switched between bars and shower gel, and 33% stuck entirely with their old-fashioned, non-Axe (and lowmargin)bar soap.
To increase Axe Shower Gel occasions by 4% and sales by 13%.
Identify Product Benefits
Develop and Evaluate
Execute the Message
Campaign’s EffectivenessCreative Decisions
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Love or romance
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
Fun and pleasure
Key to advertising vacations, beer, parks
Vanity and egotism
Used for expensive or conspicuous items
Centers around environmental protection
Mood or Image
HumorousExecuting the Message
Reach: portion of audience
we want to reach
Frequency: how often?
Audience SelectivityMedia Selection Considerations
Continuous Media Schedule
Flighted Media Schedule
Pulsing Media Schedule
Seasonal Media ScheduleMedia Scheduling
Plus: 630,000+ YouTube spot views to date and over 500 comments.
• 101 product reviews on Amazon.com, with a 4 star rating average.
• 2,839 Facebook requests for a free Detailer and 63,786 Detailer Gifts given.
• “Axe Detailer” searches were as popular as (and sometimes more) “Axe Effect” searches –
traditionally our biggest hit
Evaluates public attitudes
Executes programs to gain public acceptance
Identifies issues of public concernPublic Relations
Can you imagine Axe PR?
CAR TIPS OVERIN TEST!
Feature ArticleFunctions of Public Relations