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Related Flashcards
Related Topics
Cards In This Set
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__________ spend proportionately more for advertising than old ones.
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New brands
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Direct mail is assumed to have the ______________ if opened and read.
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"lowest noise level"
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_______________ may change a consumer's attitude toward a product.
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Advertising
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Advertising Campaign
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A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
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Steps in creating an advertising campaign
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1. Determine the advertising objectives2. Make creative decisions3. Make media (medium) decisions4. Evaluate the campaign
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Creative Decisions
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1. Identify product Benefits2. Develop and evaluate advertising appeals3. Execute the message4. Evaluate the campaign's effectiveness
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Identify Product Benefits
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1. "Sell the sizzle, not the steak"2. Sell product's benefits, not its attributes
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Benefit
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"So you'll satisfy your thirst with a great tasting drink that will power you throughout the day"
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Major Types of Advertising (Mediums) Media
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1. Newspapers2. Magazines3. Radio4. Television5. Outdoor Media6. Internet7. Alternative Media
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Advantages of Newspapers
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1. Geographic selectivity (flexible)2. Short lead time (timely)
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Advantages of Magazines
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1. Good reproduction2. High pass-along rate
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Disadvantage of Magazine
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Long lead-time
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Advantages of Radio
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1. Low cost2. Short term advertiser commitments
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Advantages of Television
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1. Wide, diverse audience2. Low cost per thousand
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Disadvantages of Television
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1. High campaign cost2. Long lead times for production
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