Chapter 15
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MKTG 3301_02: Principles of Marketing Chapter 15
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Chapter 15
- 1. Chapter 15 Advertising and Public relations Dylan Harriger Brandon Ayers Erika Rodriguez J.T Jakubik Ramon Madden
- 2. Major Advertising decisions• Table 15.1 Possible Advertising Objectives Informative Advertising • Communicating customer value • Building a brand and company image • Telling the market about a new product • Explaining how a product works • Suggesting new uses for a product • Informing the market of a price change • Describing available services & support • Correcting false impressions Persuasive Advertising • Building brand preference • Encouraging switching to a brand • Changing customer perceptions of product value • Persuading customers to purchase now • Persuading customers to receive a sales call • Convincing customers to tell others about the brand Reminder Advertising • Maintaining customer relationships • Reminding consumers that the product may be needed in the near future • Reminding consumers where to buy the product • Keeping the brand in a customer’s mind during off-seasons
- 3. 3 Types of Advertising Informative Advertising Persuasive Advertising Reminder Advertising
- 4. Informative Advertising Communicating Customer value. Building a brand & Company Image. Telling the market about a new product. Explaining how a product works. Suggesting new used for a product. Informing the market of a price change. Describing available services and support. Correcting false impressions.
- 5. Persuasive Advertising Building brand preference. Encouraging switching to a brand. Changing customer perceptions of a product value. Persuading customers to purchase now. Creating customer engagement. Building brand community.
- 6. Reminder Advertising Maintaining customer relationships. Reminding consumers that the product may be needed in the future. Reminding consumers where to buy the product. Keeping the brand in customer’s minds during off-seasons.
- 7. Execution Styles It is the approach, style, tone, words, and format used for executing an advertising message. There are nine execution styles listed in the textbook.
- 8. 1. Slice of life Shows one or more “typical” people using the product in a normal setting. Silk Soymilk “Rise and Shine” ad. https://www.youtube.com/watch?v=Cjsfh-R_2_Q
- 9. 2. Lifestyle Shows how a product fits in with a particular lifestyle. Ex. Buying a Harley-Davidson means you are a tough biker gang person. https://www.youtube.com/watch?v=HkJvzlN4reY
- 10. 3. Fantasy Creates a fantasy around the product or its use. Ex. Calvin Klein “Drive in to Fantasy”
- 11. 4. Mood or Image Builds a mood or image around the product or service. Ex. The Orkin Man commercials make you feel that they will get the job in a military fashion.
- 12. 5. Musical People or cartoon characters singing about the product. “I Wish I Was An Oscar Meyer” song. https://www.youtube.com/watch?v=aNddW2xmZp8 This song is in 40 different styles of music.
- 16. 9. Testimonial Evidence or endorsement
- 17. Profiles of Major Media Types Television Social Media Newspapers Direct Mail Magazines Radio Outdoor
- 18. Television Advantages Covers mass marketing with low cost per exposure Very appealing to watchers Limitations High cost Less audience selectivity
- 19. Social Media Advantages High selectivity Low costs Engagement capabilities for customers Limitations Low impact High audience control of content and exposure
- 20. Newspapers Advantages Flexible Good local market coverage High believability Limitations Short life Poor reproduction quality Small pass-along audience
- 21. Direct Mail Advantages High audience selectivity Flexibility No competition with same medium Allows personalization Limitations High cost per exposure Lots of spam
- 22. Magazines Advantages High geographic and demographic selectivity Credibility and prestige High quality reproduction Limitations Long ad purchase lead time High cost No guarantee of position
- 23. RadioAdvantages Good local acceptance High geographic and demographic selectivity Low cost Limitations Audio only Low attention Fragmented audiences
- 24. Outdoor Advantages Flexibility High exposure Low cost with low competition Good positional selectivity Limitations Little audience selectivity Creative limitations
- 25. The Super bowl: The Mother of all Advertisement Events- But is it worth it?
- 26. Public Relations Consist of activities designed to engage and build good relations with the company’s various publics.
- 27. Functions of Public Relations Press Relations or press agency Product Publicity Public affairs Lobbying Investor relations Development