Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 3
Why Do We Do Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 4
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 5
http://www.westga.edu/~stalpade/303ch17/sld003.htm
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 7
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 8
Product Advertising
Nonpersonal selling of a particular
good or service.
- TV ads
- billboards
- junk mail
Page 518
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 9
Institutional Advertising
See slide # 16
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 10
Competitive Advertising
Direct Indirect
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 11
Competitive Advertising
Direct
Tries to get you to take action now - buy the product
now. Immediate Buying
Indirect
Tries to point out the advantages so if you think
about this product later, you will buy their brand
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 12
Comparative Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 13
Comparative Advertising
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 14
Reminder Advertising
Competitive
Comparative
Pioneering
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 16
Institutional Advertising
Institutional Advertising
Hitachi
SONY
Mitsubishi
Page 521
Panasonic (Matsushita Electronics)
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 18
Retail Advertising
Retail advertising is the advertising done by stores
that sell “stuff” directly to the consumers.
Co-operative Advertising
The sharing of advertising costs between the
middlemen and retailer and the manufacturer. This
means they will co-operate to display sales
promotion material and share the costs of
commercials and billboards etc.
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 19
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 20
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 21
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 22
Positioning
• Remember Chpt 3
• Positioning involves developing a
marketing strategy aimed at a particular
market segment - in order to achieve a
desired position with respect to the
competition, in the mind of the buyer.
• ie. That buyers will think a certain way
about a product - re: its competitor
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 23
Positioning
1. By attributes - shampoo (Pantene Pro V)
2. By price - Zeller’s “lowest price is the law”
3. By competitor- Snapple, “We’re #3”
4. By application - Nutrigrain - until we get beamed to
work!
5. By product user - consumer, industry, govt
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 24
Media Selection
• Newspapers
• Magazines ? - in which
• Television category is the
most money
• Radio spent
• Direct Mail
• Outdoor
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 25
Media Selection
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Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 29
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 30
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Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 32
“Copy Thrust”
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 33
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Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 34
• Call 1-800-………….
• See our web site at
WWW.STUFF.COM
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 35
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 36
• Pretesting
The assessment of an advertisement’s
effectiveness before it is actually used.
• Post-testing
The assessment of advertising copy
after is has been used.
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Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 37
Advertising Agency
Page 535
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 38
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College
Advertising Slide 39
Marketing technique
that associates a
product with the
positive perception of
a type of individual or
role.
(ie. Naya water with
healthy lifeguards)
Sometimes used by companies who cannot afford to
pay a celebrity.
Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College