Chapter 19 Essay

1030 words - 5 pages

Chapter 19
Step 1: Identify Target Audience
-Firms conduct research to identify their target audience, then they use the information they gain to set the tone for the advertising program and help them select the media they will use to deliver the message to that audience.
-Firms must keep in mind that their target audience may or may not be the same as the current users of the product
Step 2: Set Advertising Objectives
Advertising Plan- a subsection of the firm’s overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplish those objectives, and indicates how ...view middle of the document...

Example: Got Milk?
->Public Service Advertisements- focus on public welfare; generally they are sponsored by institutions, civic groups, religious organizations, trade associations, and political groups
Step 3: Determine the Advertising Budget
1) Firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives
2) Advertising expenditures vary over the course of the product life cycle
3) The nature of the market and the product influence the size of advertising budgets; the nature of the market also determine the amount of money spent on advertising
Step 4: Convey the Message
1.) The Message
The message provides the target audiences with reasons to respond in the desired way, touting benefits of product is a logical starting point.
Unique Selling Proposition (USP)- A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign

2.) The Appeal
a.) Informational Appeals- help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides
b.) Emotional Appeals- aims to satisfy consumers’ emotional desires rather than their utilitarian needs; these appeals focus on feelings about the self.
Common Appeal Types: fear, safety, humor, happiness, love, sex, comfort, nostalgia
Step 5: Evaluate And Select Media
Media Planning- refers to the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience
Media mix, the combination of the media used and the frequency of advertising in each medium
Media Buy- the actual purchase of airtime or print pages; generally the largest expense in the advertising budget
Mass and Niche Media
Niche Media- more focused and generally sued to reach narrower segments, often with unique demographic characteristics or interests
Determining the Advertising Schedule
Advertising Schedule- specifies the timing and duration of advertising.
Continuous schedule- runs continually throughout the year and therefore is suited to products and services that are consumed continually at relatively steady...

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