advertising by xiaoyounan

VIEWS: 10 PAGES: 39

									Advertising                                                                          Slide 2




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 3



  Why Do We Do Advertising

  • Personal Selling is preferred, because it is so
    effective - but, it is expensive sometimes to
    contact EVERYBODY this way
  • Advertising is not as direct as Personal
    Selling, but you can reach a lot of people




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 4


   Advertising in Canada has to
         be International
  • Our Canadian market is very multi-cultural
  • Advertising in Canada has to acknowledge the
    international aspects in order to be successful
  • A large part of the market in Toronto is NOT
    from the U.K. so we have to have advertising
    that can be understood by other people



       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
       Advertising                                                                          Slide 5




               The Top 10 Advertisers in Canada
                                                                            Revenue
Rank       Name                                                       (thousands of dollars)

1          General Motors of Canada                           113 048.4
2          Procter & Gamble                                     84 499.5
3          The Thomson Group                                    70 159.3
4          BCE                                                  53 972.9
5          John Labatt Ltd.                                     50 036.0
6          Eaton’s of Canada                                    47 135.9
7          Sears Canada                                         46 582.1
8          Government of Canada                                 43 928.7
9          The Molson Companies                                 42 873.6
10         Chrysler Canada                                      41 171.5                      1993 stats
              Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 6




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 7


    Advertising Objectives are a
        Strategy Decision

  • Every ad should have clearly defined
    objectives
  • these objectives guide the people who
    create the ads




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 8




Product Advertising
      Nonpersonal selling of a particular
      good or service.
      - TV ads
      - billboards
      - junk mail
                                                                            Page 518
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 9




Institutional Advertising

    Also called Advocacy advertising




                                                      See slide # 16

       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 10




 Pioneering Advertising, also called Informative
“… tries to develop primary demand…”
Done in the early stage of the Product Life Cycle.

 Competitive Advertising

   Direct                  Indirect



        Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 11




 Competitive Advertising
      Direct
Tries to get you to take action now - buy the product
now. Immediate Buying


      Indirect
Tries to point out the advantages so if you think
about this product later, you will buy their brand


        Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 12




 Comparative Advertising

  Advertising that makes direct comparisons
  with competitive brands.
  Companies used to hesitate to do this, but now they
  do it freely.


  Sometimes it can backfire and cause the viewer to
  NOT want to buy the product - if the comparison is
  too harsh eg. Political advertising that is too nasty


       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 13




 Comparative Advertising

  Some countries do not allow Comparative
  Advertising.


  Other countries allow it,,, but,, you have to
  prove any statements you make




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 14




Reminder Advertising

Done in the Maturity and Decline stage of the
Product Life Cycle. You already know about the
product - they want you to keep using it, even if new
competitors come along.


These ads are usually “soft-sell” and try to be
entertaining.
                                             Page 521
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                    Slide 15

        Relationship between Advertising and the Product Life Cycle




                    Competitive
                    Comparative


 Pioneeringfor Marketing 106
       Prepared                Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 16




Institutional Advertising

    Promoting a concept, idea, or
    philosophy, or the goodwill of an industry,
    company, or organization.
    This is closely related to the PR program
    of the company
    Also called Advocacy advertising                                               Page 521
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                            Slide 17




Institutional Advertising

    Used often by Japanese conglomerates
    that have many types of products
    eg.


    Hitachi
    SONY
    Mitsubishi
    Panasonic (Matsushita Electronics) Page 521
          Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                          Slide 18




Retail Advertising
Retail advertising is the advertising done by stores
that sell “stuff” directly to the consumers.


Co-operative Advertising
The sharing of advertising costs between the
middlemen and retailer and the manufacturer. This
means they will co-operate to display sales
promotion material and share the costs of
commercials and billboards etc.
        Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 19




              Page 523 8th edition
              Page 444 9th edition


       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 20




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 21




       Before we talk about
      choosing the best way
       to advertise, we first
        have to discuss our
             Position


       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 22



  Positioning
• Remember Chpt 3
• Positioning involves developing a
  marketing strategy aimed at a particular
  market segment - in order to achieve a
  desired position with respect to the
  competition, in the mind of the buyer.
• ie. That buyers will think a certain way
  about a product - re: its competitor
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                      Slide 23



   Positioning
1. By attributes - shampoo (Pantene Pro V)
2. By price - Zeller’s “lowest price is the law”
3. By competitor- Snapple, “We’re #3”
4. By application - Nutrigrain - until we get
  beamed to work!

5. By product user - consumer,                             industry, govt

6. By product class - convenience, shopping,
  specialty goods 106
        Prepared for Marketing   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 24




Media Selection

  • Newspapers
  • Magazines                                     ? - in which
  • Television                                    category is the
                                                  most money
  • Radio
                                                  spent
  • Direct Mail
  • Outdoor
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 25




Media Selection

• Newspapers - largest share of advertising, 26%
• Magazines - 12%
• Television - 2nd major category, 14%
• Radio - 7%
• Direct Mail
• Outdoor, billboards etc. - 6%
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
      Advantages and Disadvantages of the Various Advertising Media
Media            Advantages                   Disadvantages
Newspapers       Flexibility                  Short lifespan
                 Community prestige           Hasty reading
                 Intense coverage             Poor reproduction
                 Reader control of exposure
                 Co-ordination with
                    national advertising
                 Merchandising service
Magazines        Selectivity                  Lack of flexibility
                 Quality reproduction
                 Long life
                 Prestige associated with
                   some magazines
                 Extra services
Television       Great impact                 Temporary nature of
                 Mass Coverage                  message
                 Repetition                   High cost
                 Flexibility                  High mortality rate for
                 Prestige                       commercials
                                              Evidence of public distrust
                                              Lack of selectivity
        Advantages and Disadvantages of the Various Advertising Media


Media              Advantages                    Disadvantages
Radio              Immediacy                     Fragmentation
                   Low cost                      Temporary nature of
                   Practical audience               message
                     selection                   Little research information
                   Mobility
Outdoor            Quick communication of        Brevity of the message
Advertising          simple ideas                Public concern over
                   Repetition                    aesthetics
                   Ability to promote products
                     available for sale nearby
Direct Mail        Selectivity                   High cost per person
                   Intense coverage              Dependence on quality of
                   Speed                           mailing list
                   Flexibility of format         Consumer resistance
                   Complete information
                   Personalization
Advertising                                                                         Slide 28




                                                                              Page 528
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 29




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 30




 To produce, then additional money to get “air” time
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 31



  Planning The Best Message

  What should an ad accomplish
  1. Gain attention and interest
  2. Inform and persuade
  3. Lead to the person buying


                                                                                  Page531
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 32



  Planning The Best Message

  “Copy Thrust”


  the words you say to get the attention
  1. Copy - the text
  2. Thrust - the intention, direction

       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 33



  Planning The Best Message
                            “A I D A”
                            A - Attention
                            I - Interest
                            D - Desire
                            A - Action

                                                                                  Page531
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 34



  Direct Response Ads

  • Call 1-800-………….
  • See our web site at
           WWW.STUFF.COM




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 35



  The Advertising Campaign

  • When developing a mktg comms
    strategy, you do not restrict your
    plan to just advertising
  • Many things are also done such as
    direct mailing, PR, special events,
    radio, media


       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 36




Assessing the Effectiveness of an Advertisement

  • Pretesting
   The assessment of an advertisement’s
   effectiveness before it is actually used.
  • Post-testing
   The assessment of advertising copy
   after is has been used.



                                                                          Page 387
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 37



Advertising Agency

   A marketing specialist firm that assists the
   advertiser in planning and preparing its
   advertisements.

   They have specialists who know all about the
   effect of different advertising methods and
   can help a company with their strategy.


                                                                                       Page 535
       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 38




 Celebrity Marketing                                    Having
                                                        celebrities lend
                                                        their name and
                                                        influence to the
                                                        promotion of a
                                                        product.




       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College
Advertising                                                                         Slide 39




 Role Model Marketing

 Marketing technique
 that associates a
 product with the
 positive perception of
 a type of individual or
 role.
 (ie. Naya water with
 healthy lifeguards)
Sometimes used by companies who cannot afford to
pay a celebrity.

       Prepared for Marketing 106   Copyright, Professor W.T.G. Richardson, Seneca College

								
To top