MKTG. Lamb, Hair, McDaniel 2008-2009. 15. CHAPTER. Advertising and Public Relations. Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian University. Learning Outcomes. Discuss the effects of advertising on market share and consumers
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Lamb, Hair, McDaniel 2008-2009
Amy McGuire, B-books, Ltd.
Deborah Baker, Texas Christian University
Discuss the effects of advertising
on market share and consumers
Identify the major types of advertising Discuss the creative decisions in
developing an advertising campaign
Describe media evaluation
and selection techniques
Discuss the role of public relations in the promotional mix
Top Ten Leaders by U.S. Advertising Spending
Source: Advertising Age, June 25, 2007
Beyond a certain level of spending, diminishing returns set in.
New brands require higher spending to reach a minimum level of exposure needed to affect purchase habits.Advertising and Market Share
Effects of Advertising
The Major Types of Advertising
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
not its attributes
“What’s in it for me?”
if it is a benefit
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
Key to advertising vacations, beer, parks
Fun and pleasure
Vanity and egotism
Used for expensive or conspicuous items
Centers around environmental protectionAdvertising Appeals
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
Advertising is run steadily throughout the period.
Flighted Media Schedule
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.
Winter Spring Summer FallREVIEW LEARNING OUTCOME
Media Evaluation and Selection
Mix How much of each?
Cost per contact How much per person?
Reach How many people?
Frequency How often?
Audience How targeted is
LO5Managing Unfavorable Publicity
The Role of Public Relations