Chapter 15: Advertising PDF

Chapter 15 WHAT IS ADVERTISING - Advertising means any paid and product piece of communication designed to inform and persuade a consumer - Paid advertising is characterized by the fact that someone has paid for an opportunity to communicate - Produced: the messages in a piece of a...

Chapter 15 WHAT IS ADVERTISING - Advertising means any paid and product piece of communication designed to inform and persuade a consumer - Paid advertising is characterized by the fact that someone has paid for an opportunity to communicate - Produced: the messages in a piece of advertising has been formally prepared and produced to communicate exactly what the advertiser wants consumers to see - Inform and persuade: most advertising talks about the benefits of whatever is being advertised, and there is usually no obligation to provide any competing point of view PURPOSES OF ADVERTISITNG - Providing information or attempting to sway a consumer opinion is required INTRODUCING NEW PRODUCTS - Advertising lets makreters tell their story explain the category or describe new features CREATING AWARENESS - Advertisitng draws attention to our proucts and makes them known to consumers REMINDING CONSUMERS - Advertising can reinforce among existing users why they like it and encourage them to make a purchase QUALITIES OF DIFFERENT TYPES OF ADVERTISING - There are different types of paid and produced communication designed to inform and persuade CREATIVE CONSIDERATION IN ADVERTISING - Advertiser incorporates into their ad is designed to do the following: - Make the ad memorable: a good idea will make the ad noticeable and memorable - Carry the message: there is no point in making an ad that is funny or sexy just for the sake of being funny or sexy. The creative elements of the ad are designed to help - Differentiate the ad and the product: a good advertising campaign helps a product or service stand out from other ads and other products in its category PROS AND CONS OF CREATIVE APPORACHES - Creativity in our advertising message often uses either an emotional or factual approach DIRECT MARKETING - It is targeted to a specific consumer marketer to measure success by the number and quality of responses they receive - Direct marketers use three sources - Internal database: gather consumer's names and addresses for internal use - Soliciting names: there is a good chance that your name and contact information are added to a database that the organization can use for direct marketing - Buying or renting lists business-to-business organizations using a list of commercial and industrial prospects - Various form of direct have some characteristics - Specific identified list of recipients: they are directed to a specific named person that the marketer can reach directly viz home address or telephone list - Frequently, this uses either internal databases compiled or purchased lists - Call to action: a specific response usually donation - High volume low response rates: - all direct marketing targets an massive number of recipients in hopes of obtaining a small rate of response - Track and measurement: - direct marketers can determine specifically who has responded or not responded and there fore can track and measure their results - Testing crm and marketing automation - The ability to control recipients and measure responses allows marketer to test and accurately asses the success of variante in their messaging. Marketer can produce multiple variations of their direct marketing messages and creative and measure which elements are most successful PUBLIC RELATIONS - Chances are the entity that is the focus of the sotry provided information or even wrote the story that was read or printed! - this unique form of marketing communication is known- public relations PRESS RELEASES - a press release is a document written like newpaper or magazine article produced and distributed by marketer - it contains all relevant information including contact information for interview if required EVENT - usually invitees are limited to the news media and other key influencers - there are ethical questions as to whether there are true news events or instead bribes because members of the media may gain some personal benefit PUBLICITY STUNTS - generating attraction new content and consumer buzz LOBBYING - uses public relations tools to influence those in a position of authority to take a certain position on a certain issue or piece of proposed SPONSORSHIP - well planned and paid for they create greater awareness by associating the sponsors name and identification with the event or product INVESTOR/ EMPLOYEE RELATIONS - Focus is internal and is designed so the organization management can covey some critical information or influence a particular issue CRISIS MANAGEMENT A - Product failure or environmental accident particularly one that causes damage to life or the environment may require a dedicated crisis management LEAD GENERATION - Lead a prospective target for a sales presentations LEAD QUALIFICATION/ CATEGORIZATION - The fact that a lead can be develop does not meant it should be pursued - Good salespeople know that qualifying- identifying, ranking, and categorizing the importance and potential leads - Factors include size dissatisfaction with current suppliers PRE- APPROACH/ PREPARATION - Depending on the organization, the industry, and the particular issues facing the clients, this can be accomplished through discussion demonstration or a formal presentation DEALING WITH OBJECTIONS - Appropriate and satisfying responses to all potential objections should be considered and prepared; however, there will be circumstances where further follow-up and later responses will required -