CMKT 200 Fall 2005 Lecture 6 CH 19 Advertising and Promotion
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Marketing II
The Chang School-Ryerson University
Continuing Education
Instructor: Armand Gervais
Email: preferred
Web: www.ryerson.ca/~agervais
Office: Bus 308
Phone: 416-979-5000 Ext 4215
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture 6 Agenda
Don’t Forget Name Tags
Chapter 19
Break
Time to work in Groups
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CHAPTER
19
ADVERTISING,
SALES PROMOTION,
AND
PUBLIC RELATIONS
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:
Explain the differences between product
advertising and institutional advertising and
the variations within each type.
Understand the steps used to develop,
execute, and evaluate an advertising program.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:
Explain the advantages and dis-advantages of
alternative advertising media.
Understand the strengths and weaknesses of
consumer-oriented and trade-oriented sales
promotions.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:
Recognize public relations as an important
form of communications.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Coca-Cola Soccer Photo
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ADVERTISING, SALES
PROMOTION, AND PUBLIC
RELATIONS
WHAT’S THE FUTURE OF
ADVERTISING? THE
ANSWER IS PERSONAL!
Contextual marketing??
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TYPES OF ADVERTISEMENTS
Product Advertisements
Institutional Advertisements
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Jeep Ad
Pioneering,
competitive, or
reminder?
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Xerox Ad
Pioneering,
competitive, or
reminder?
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FTD Ad
Pioneering,
competitive, or
reminder?
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Got Milk? Ad
Competitive institutional
advertisement
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Mac-Gray
Print Ad
Pioneering
institutional
advertisement
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Tobacco is
Whacko Ad
Advocacy advertisement
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
1. What is the difference between
pioneering and competitive ads?
A: Pioneering ads tell people what a
product is, whereas competitive ads
promote a specific brand’s features and
benefits.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
2. What is the purpose of an institutional
advertisement?
A: To build goodwill or an image for
an organization.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
ADVERTISING PROGRAM
Identifying the Target Audience
Xbox Mature adult
Specifying Advertising Objectives
Communicate other benefits besides gaming
Ease of use Time shifting
Setting the Advertising Budget
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 19-1 Super Bowl, super dollars. Pepsi and Monster.com
place ads on the Super Bowl
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
ADVERTISING PROGRAM
Designing the Advertisement
Message Content
Creating the Actual Message
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Penn Ad:
Official Ball of
1988 French
Open
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Pepsi TV Ad: “Britney Now & Then”
Reinforcement ad with spokesperson
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Pepsi TV Ad: “Testimonial”
Spokesperson with humorous appeal
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Pepsi TV Ad: “Jackson Streets”
Competitive Ad
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Diet Pepsi TV Ad: “Uh Huh”
Reinforcement ad with spokesperson
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
