Principles of Marketing – Undergraduate Marketing Course – Demand, Pricing, BCG Matrix, SWOT, Break-Even, Promotions

Class 17 Review: Advertising July 19, 2006

Advertising – any paid form of non-personal presentation and promotional of ideas, goods, or services by an identified sponsor using mass media.

Types of Ads:

• Based on what is advertised:

• Product or Institutional Ads

• Pioneering (or Informational) ads
• Competitive (or Persuasive) ads
• Comparative ads
• Reminder ads
• Reinforcement ads

which ads to use during stages in the PLC?

Steps is developing an advertising program:

1. Identifying target audience
2. Specifying advertising objectives
3. Setting advertising Budget.

Media Planning:
To Whom?

• Demographics? Psychographics?
• Where do their emotions lie (intangible benefits)?
• What will “pull the trigger”?

Achieve What? (Objectives)

• Awareness? Trial? Educate? Persuasion? Switching?

Say What (Content)?

• What are we trying to convey? (Quality, Price, Place)

Which Channel?

• TV? Radio? Magazine? Billboard? Internet?
• Driven by target audiences, objectives and budgets.