Slide 7.

Advertising

. . . . . .

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Slide 7.

European advertising expenditures 2004

Table 7.1

European advertising expenditures 2004

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Source: IP Peaktime, Television Key Facts 2004 (www.ipb.be)

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3 Edition Pearson Education Limited 2007

Slide 7.

Types of advertising

Table 7.2

Types of advertising
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Slide 7.

Stages in campaign development

Figure 7.1

Stages in campaign development

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Slide 7.

The creative brief

Figure 7.2

The creative brief

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Slide 7.

The Creative Brief Target : 1 or 2 lines Communication goals : 3 lines USP = promise = consumer benefit = USP Reason whys Tone of voice

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De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3 Edition Pearson Education Limited 2007

Slide 7.

Rational and emotional advertising formats

Table 7.3

Creative advertising appeals, advertising formats and endorsers

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Slide 7.

Advertising information types

Table 7.4

Resnik and Sterns information classication

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Based on: Abernethy, A.M. and Franke, G.R. (1996), The Information Content of Advertising: A Meta-Analysis, Journal of Advertising, 25(2), 117

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Slide 7.

Most frequently used information cues in advertising

Figure 7.3

Most frequently used information cues in advertising

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Based on: Abernethy, A.M. and Franke, G.R. (1996), The Information Content of Advertising: A Meta-Analysis, Journal of Advertising, 25(2), 117

De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3 Edition Pearson Education Limited 2007

Slide 7.

Integrating advertising in IMC Reinforce sponsorship campaigns Use events and celebrities in advertising Capitalize on product placement Shareholder meetings, press releases can be referred to in advertising Sales promotions can be announced in ads Advertising can build traffic for websites.

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De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3 Edition Pearson Education Limited 2007