18-8: Convey the Message The USP (unique selling proposition) concept
conveys core benefits to the target audience.
The best USPs stands the test of time; consider
examples such as those on the slide.
Ask students: Do you believe these will stand
the test of time?
Nokia has been using “connecting people” for a
long time; however Verizon tends to change and
is currently using “It’s the Network”
18-9: The Message This is a good example of bringing a very mature
product category to life with a creative ad.
18-10: The Appeal Appeals depend on the target audience, chosen
media, and type of product/service.
Each appeal persuades in different ways.
Whereas informational appeals are more
cognitive and persuade using rational thought,
emotional appeals persuade by triggering an
emotional response rather than offering rational
arguments.
Ask students: How do the two Febreeze ads vary
in their type of appeal and how well does each
match the product? Which would make you
purchase Febreeze?
18-11: Emotional Appeals in Advertising These appeals therefore focus on feelings about
the self.
The key to a successful emotional appeal is the
use of emotion to create a bond between the
consumer and the brand.
18-12: Symbols Help to Convey
Messages
Ask students what other symbols they know for
brands.
They are bound to know the Hush Puppies dog,
Mr. Clean, and more.
18-13: Evaluate and Select Media The ability of any one media outlet to reach a
mass audience is declining due to the
fragmentation of media and the proliferation of
new media outlets.
This trend represents a double-edged sword,
because fragmenting media have also allowed for
very fine targeting in media buys.
18-14: Mass and Niche Media Ask students: How would a firm use both mass
and niche media in the same campaign?
Often firms will use mass media to reach a broad
audience with a product message and then choose
specific niche media to customize that same
message for various audiences.
18-15: Choosing the Right Medium Ask students: What media do you use and under
what circumstances do you use them? For
example, do you listen to the radio while driving
in your car or watch television when you get
home at night?
Use these lists to discuss how the usage context
of each medium affects how marketers design
messages for them.
For example, most people listen to radio in their
cars, often by themselves.
Radio is considered a more personal medium,
thus marketers often use ads that employ
dialogues.
This allows the person to place himself or herself
in the conversation. This same technique cannot
be used in print.
18-16: Viral Marketing Campaign Ask students what other campaigns they know.
If it is near the holiday season, OfficeMax might
be running this campaign again.
If so, see if you can load up some pictures of
people at your university and play it for the
students.
They will find it very entertaining.
18-17: Determine the Advertising
Schedule
Every advertising campaign has a set duration,
and during that period, marketers must determine
how often and when to show the ads.
Ask students: In a media buy when would each
strategy be employed?
For a frequently purchased good such as soda,
most firms use a continuous strategy.
A flighting schedule is often used for seasonal
goods since they are only advertised during
certain times of the year.
A pulsing schedule is used by firms who have
certain fluctuations in their demand and need to
increase advertising during the periods of high or
low demand.
18-18: Create Advertisements Ads attempt to make maximum use of the
medium’s ability to deliver the message.
Discuss the benefits and limitations of various
media.
For example, television enables advertisers to
combine imagery, movement, and music, whereas
radio must rely solely on sound to deliver the
message.
18-19: Advertisement Question This print Ad for Eukanuba is using humor to
deliver the selling message.
The text copy “Feeling & Looking This Good
Outside Starts On The Inside” informs consumers
of the benefits of Eukanuba.
18-20: Assess Impact Using Marketing
Metrics
Group activity: Your group has been assigned to
assess the impact of a campaign for a new
perfume.
The goal of the campaign is to increase
awareness of the brand within a chosen target
market by 20% over the campaign.
What measures would you need to take to ensure
that the campaign is remaining on track?
Answer: You could design a tracking study that
measures sales, website visits, and sample
requests generated over the course of the
campaign.
You also might measure awareness levels of the
target market at various stages of the campaign.
18-21: Check Yourself 1. identify their target market, (2) set advertising
objectives, (3) set the advertising budget, (4)
depict their product or service, (5) evaluate
and select the media, (6) create the ad, and (7)
assess the impact of the ad.
2. Informative advertising communicates to
create and build brand awareness, with the
ultimate goal of moving the consumer
through the buying cycle to a purchase. When
a product has gained a certain level of brand
awareness, firms use persuasive advertising to
motivate consumers to take action. Persuasive
advertising generally occurs in the growth
and early maturity stages of the product life
cycle. Reminder advertising is
communication used to remind or prompt
repurchases, especially for products that have
gained market acceptance and are in the
maturity stage of their life cycle.
3. See exhibit 18.3.
4. The effectiveness of an advertising campaign
must be assessed before, during, and after the
campaign has run. Firms can use Pretesting,
Tracking, and Post testing.
18-22: Regulatory and Ethical Issues
in Advertising
Advertising regulation exists on federal, state,
and local levels and a host of self-regulatory
agencies oversee various forms of advertising.
Unlike in many European countries, puffery is
legal in the United States. Generally these claims
are so outrageous that no rational consumer
would believe them
18-23: FDA Rules on Prescription
Side Effects
This clip looks at rules established by the Food
and Drug Administration on prescription
advertisement.
It examines the required FDA side effects
disclosure and regulatory issues.
Note: Please make sure that the video file is
located in the same folder as the PowerPoint
slides.
18-24: Puffery Ask students: Could puffery ever be considered
deceptive? If so, how should we draw the line
between puffery and deception?
The line between puffery and deception is a fine
one.
Obvious exaggerations are not the problem it is
the more subtle issues that create the problem.
The line is currently drawn by the FTC, which
determines how many individuals hold a false
belief as a result of advertising. It is a very gray
area of advertising law.
18-25: Public Relations Companies involved with cause related marketing
often generate a lot of PR.
Ask students if they can think of any events or
companies they see advertised on the news, in the
papers, or written about in websites.
This web link is for TOMS shoes.
18-26: Check Yourself 1. Public relations programs are used to build
and maintain a positive image of the firm,
head off unfavorable stories or events, and
maintain positive relationships with the
media. Firms can accomplish these public
relations objectives by working with or
providing the media with products or
favorable information to be used in articles,
television appearances, etc. They can also
work with charities or co-sponsor events.
2. Publications, video and audio, annual reports,
press kits, news releases, speeches, event
sponsorships, electronic media
18-27: Sales Promotions Remind students that as advertising has decreased
as a portion of total marketing communications
budgets, sales promotions have increased.
Promotions can be used either to stimulate sales
by the end user consumers or to stimulate channel
members to sell more of a given product/service.
If focused on the end user, the promotion is using
a “pull strategy.”
If focused on channel members , it is using a
“push strategy.”
18-28: Types of Sales Promotion Sales promotions occur either in conjunction with
an advertising campaign or as a stand-alone
component of a marketing communications plan.
In either case, they must be consistent with the
brand image.
Asks students which ones they think are the
most effective. Why?
Asks students which ones they have used in the
past week. Month?
18-29: Sales Promotion This ad represents a demonstration.
The promotion encourages consumers to increase
their level of interest by offering a demonstration
of the coffee maker.
18-30: Using Sales Promotion Tools In recent years, firms have become more creative
in the types of promotions used.
Ask students: How many of them as children
collected promotions in Happy Meals or other
children’s products?
The Happy Meal for years was McDonald’s most
successful product, primarily driven by the
children’s desire for the toy inside. Many of the
Happy Meal toys have become sought after
collectibles.
The Beanie Baby promotion a number of years
ago was so successful that McDonald’s literally
ran out of the featured item for the week within
hours of its initial distribution.
18-31: Cross Promotion An ad for IAMS and a coupon for Petsmart —a
good example of co-marketing
18-32: Check Yourself 1. Coupons, deals, premiums, contests,
sweepstakes, samples, loyalty programs, POP
displays, rebates, product placement
2. The realized margin from the promotion, the
cost of the additional inventory carried due to
buying more than the normal amount, the
potential increase in sales from the promoted
merchandise, the long-term impact on sales of
the promotion, the potential loss suffered
when customers switch to the promoted
merchandise from more profitable
merchandise, the additional sales made to
customers attracted to the store by the
promotion.
Additional Teaching Tips
This chapter addresses the steps in planning an advertising campaign, the elements of an
effective advertisement, and sales promotions. Instructors should review the advertising budget
strategies in detail. Students generally have a good idea of sales promotions as consumers.
Students often see advertisements but do not realize that the ad as well as the ad message has
undergone a comprehensive process before the consumer ever sees or hears it. This process is
reflected in Exhibit 18.1. Instructors may want to divide students into 7 groups and assign each
group one role that corresponds to one of the steps in the ad campaign planning process. Students
will learn that they need to work cooperatively in order for the ad to be successful. After group 1
identifies the target market for one particular product (perhaps a new cereal) they hand it over
to group 2 who sets the advertising objectives. This may take a bit of time (step 6 can be a rough
sketch due to time constraints) but it is interesting to observe the class and see what the final
outcome is.
Online Tip: Have students in the online platform also go through the process in either teams or
individually using the discussion board. One online class could be divided into three or four
representing a product with 7 parts within which represent the steps in the ad campaign. Product
A has a discussion thread where the person assigned “identify target market” posts, then the
person who is assigned Product A, step 2, then posts, etc. which will culminate into a full process
of going through the steps. Product B would have a discussion thread, as would Product C and
Product D.
In teaching design concepts of an ad, assign students a familiar product such as a new candy bar
that also keeps you awake and have each group design an ad incorporating all the elements of the
ad into their work. Each group then presents and explains the elements to the class stimulating
class discussion on the topic and enhancing understanding of how critical the components are.
Students really enjoy the hands-on creativity that this teaching tip brings.
Students can also design a sales promotion for the above ad stating the purpose of the sales
promotion and the value it brings to both the manufacturer and the consumer.