Chapter 17 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.
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.
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%.
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
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