Chapter 16 Advertising and Public Relations . Objectives. Identify the three major advertising objectives and the two basic categories of advertising. List the major advertising strategies. Describe the process of creating an advertisement. List and compare the major advertising media.
Advertising and Public Relations
Where do you think Quiznos is on the Product Life Cycle? As the Advertising Manager what form of advertising would you recommend?
“What does J. Walter Thompson stand for?
We are for Brands. We are for bringing Brands to life. We are for bringing Brands back to life, where necessary. We are for nurturing, building and sustaining Brands so that this should not become necessary. We are for Brands you can eat, or drink, or drive, or read, or wear, or give, or receive, or join; technological Brands, trendy Brands, traditional Brands. We are for Brands which cross borders and Brands from across the street. More than anything, we are for Branding Ideas vivid enough to make all of these things possible, in every communications channel conceivable. After all, we have our own Branding to think about...”
Two major categories:
Puffery and Deception
Wendy’s: Where’s the Beef?
Life Alert: I’ve Fallen, and I Can’t Get Up!
Chevy trucks: Like a Rock
Taster’sChoice Soap Opera
Pepsi: Michael Jackson on Fire Grapevine
Budweiser: Croaking Frogs
This is Your Brain on Drugs
Federal government: Crash Test Dummies
Pets.com: Because Pets Can’t Drive Grapevine
New Coke: Max Headroom