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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.

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Chapter 15 advertising pr

Chapter 15Advertising & PR


Objectives of advertising
Objectives of Advertising

to develop initial demand

INFORM

REMIND

PERSUADE

increase demand

for an existing product

to reinforce previous promotions.


Advertising and market share
Advertising and Market Share

  • New brands spend proportionately more for advertising than old ones.

    • A certain level of exposure is needed to affect purchase habits.

    • Beyond a certain level, diminishing returns set in.

    • Advertising Response Function



Advertising evolution effects
Advertising Evolution& Effects

Ad expenses have risen over the past decade (mature mkt). Ex: Arm & Hammer

  • U.S. spends more on ads than any other country

  • GM, P&G, and Time Warner each spend approx. $10 Million a DAY on U.S advertising!!!!!


Major types of advertising
Major Types of Advertising

Enhance ……………… identity

…………..

Advertising

………………advertising

Pioneering

……………..

Advertising

Competitive

Comparative







Types of ads
Types of Ads

  • Product Ads – promote a specific item

    • Pioneering: inform/build primary demand for item (intro stage; net phone, and what else??)


Types of ads1
Types of Ads

  • Comparative ads

    • Specific brand comparison of a specific attribute (Pain relievers and Caffeine)

    • The Cola Wars! The Beer Wars! The cereal wars! The detergent wars!

    • Research must support (Listerine and plaque)

vs.

Any differences?


1.6


Advertising campaign
Advertising Campaign

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.


Steps in creating an advertising campaign

Determine the

advertising objectives.

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.

Objective:

To increase Axe Shower Gel occasions by 4% and sales by 13%.


Creative decisions

Identify Product Benefits

Components

of

Creative Decisions

Develop and Evaluate

Advertising Appeals

Execute the Message

Evaluate the

Campaign’s Effectiveness

Creative Decisions


Creative decisions1
Creative decisions

  • Aha! moment (creative idea)

  • Sell more Axe Shower Gel by creating a manly shower tool (why the leap?)

  • Guys wanted:

  • Something tough to clean them but…not that tough

  • Something versatile as some parts are sensitive

  • Something controllable ( to match the level of scrub with their different needs)

    • ‘because girls notice everything, from head to toe’

    • Product benefits? Rough and Gentle scrubbing!!


Common advertising appeals
Common Advertising Appeals

Value

Product saves, makes, or protects money

Health

Appeals to body-conscious or health seekers

Love or romance

Used in selling cosmetics and perfumes

Fear

Social embarrassment, old age, losing health

Reason for use of celebrity spokespeople

Admiration

Convenience

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

Environmental

Consciousness

Centers around environmental protection



Executing the message

Scientific

Slice-of-Life

Musical

Lifestyle

Demon-

stration

Spokes-person/

Testimonial

Mood or Image

Fantasy

Real/

Animated

Product

Symbols

Humorous

Executing the Message


What kind of execution
What kind of execution?

  • http://www.youtube.com/watch?v=zu_EKCrjTqg


Media selection considerations

Cost per Contact

Factors

Influencing

Media Mix

Decisions

Reach: portion of audience

we want to reach

Frequency: how often?

Audience Selectivity

Media Selection Considerations

What media?


Media scheduling

Types of

Media Schedules

Continuous Media Schedule

Flighted Media Schedule

Pulsing Media Schedule

Seasonal Media Schedule

Media Scheduling



Communication in ads
Communication in Ads

  • Effectiveness – very difficult to measure

    • Testing improves performance (Dr. Pepper)

    • Recall of ads may be poor (Infiniti)


Results
Results:

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


Public relations

The Role of

Public Relations

Evaluates public attitudes

Executes programs to gain public acceptance

Identifies issues of public concern

Public Relations

Can you imagine Axe PR?


Functions of public relations

FLASH . . .

CAR TIPS OVERIN TEST!

Consumer

Organization

Wants Recall.

News Release

Feature Article

Functions of Public Relations

Press Relations

Product Publicity

Corporate Communications

Lobbying


Product placement
Product Placement

  • Product/Brand Placement

  • Advertainment

  • www.bmwfilms.com



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