DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience Setting the Advertising Budget...
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Transcript of DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience Setting the Advertising Budget...
DEVELOPING THEADVERTISING PROGRAM
• Identifying the Target Audience
• Setting the Advertising Budget
• Specifying Advertising Objectives
DEVELOPING THEADVERTISING PROGRAM
• Designing the Advertisement
Message Appeal
• Fear Appeals
• Sex Appeals
• Humorous Appeals
Creating the Actual Message
Partnership for a Drug Free AmericaWhat is the appeal and purpose of this ad?
ShellWhat is the appeal and purpose of this ad?
Burger KingWhat is the appeal and purpose of this ad?
Click Logo to Connect to Website
FIGURE 16-A FIGURE 16-A Top 15 advertising slogans of the century
FIGURE 16-B FIGURE 16-B Top 10 advertising icons of the century
Concept Check
2. Describe three common forms of advertising appeals.
A: They are: (1) fear appeal, to avoid some negative experience; (2) sex appeal, to increase the attractiveness of the user; and (3) humorous appeal, to imply that the product is more fun or exciting than competitors’ offerings.
FIGURE 16-1 FIGURE 16-1 U.S. advertising expenditures, by category (in millions of dollars)
DEVELOPING THEADVERTISING PROGRAM
• Different Media Alternatives
Television
• Out-of-Home TV
• “Spot” Ads
• Infomercials
FIGURE 16-2 FIGURE 16-2 Advantages and disadvantages of major advertising media
Ronco InfomercialsWhat are the advantages and disadvantages
of this medium?
Click Icon to Play
DEVELOPING THEADVERTISING PROGRAM
• Different Media Alternatives
Radio
Magazines
Newspapers
Yellow Pages
Radio Advertising BureauWhat are the advantages and disadvantages
of this medium?
Wal-Mart Radio AdWhat are the advantages and disadvantages
of this medium?
Click Logo to Play
Teen People What are the advantages and disadvantages
of this medium?
The Wall Street JournalWhat are the advantages and disadvantages
of this medium?
Yellow Pages What are the advantages and disadvantages
of this medium?
Outdoor Advertising: Billboards What are the advantages and disadvantages
of this medium?
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