tailieunhanh - Lecture fundamentals of marketing - Lecture 22: Advertising

After studying this chapter you will be able to understand: Setting advertising objectives, setting the advertising budget, developing advertising strategy, evaluating advertising effectiveness and return on advertising investment, other advertising considerations. | LECTURE 22 Publishing as Prentice Hall Advertising Copyright 2012 Pearson Education Inc. 1- 1- 11 Topic Outline Advertising Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Evaluating Advertising Effectiveness and Return on Advertising Investment Other Advertising Considerations Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Advertising Advertising is any paid form of non- personal presentation and promotion of ideas goods or services by an identified sponsor Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Advertising Advertising is any paid form of non- personal presentation and promotion of ideas goods or services by an identified sponsor Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Advertising Major Advertising Decisions Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Advertising Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Advertising Setting Advertising Objectives Informative advertising is used when introducing a new product category the objective is to build primary demand Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to help maintain customer relationships and keep Copyright 2012 Pearson Education Inc. customers Publishing as Prentice Hall thinking about the product 1- 7 Possible Advertising Objectives Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall Setting Advertising Budget Factors Stage in product life cycle Market share Competition Copyright 2012 Pearson Education Inc. 1- 9 Publishing as Prentice Hall Advertising Developing Advertising Strategy Advertising strategy is the strategy by which the company .