TEACHERS
GALLERY
PRICING
SIGN IN
TRY ZURU
GET STARTED
Loop
Audio
Interval:
5s
10s
15s
20s
60s
Play
1 of 13
Slide Notes
Download
Go Live
New! Free Haiku Deck for PowerPoint Add-In
Advertising
Share
Copy
Download
0
1035
Published on Nov 18, 2015
No Description
View Outline
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
1.
ADVERTISING AND PUBLIC RELATIONS
Photo by
Stuck in Customs
2.
NEW BRANDS WITH A SMALL MARKET SHARE TEND TO SPEND MORE ON ADVERTISING
ADVERTISING MAY CHANGE A CONSUMER'S NEGATIVE ATTITUDE TOWARD A PRODUCT, OR REINFORCE A POSITIVE
Photo by
Christop
3.
MAJOR TYPES OF ADVERTISING
Institutional advertising: enhances a company's image rather than promoting a product.
Product advertising: touts the benefits of a specific product or service.
4.
PRODUCT ADVERTISING
Pioneering: stimulates primary demand for new product
Competitive: influences demand for brand
Comparative: compares two or more competive brands' products attributes
Photo by
Alexeisol
5.
ADVERTISING CAMPAING
A SERIES OF RELATED ADVERTISEMENTS FOCUSING ON A COMMON THEME, SLOGAN, AND SET OF APPEALS.
Photo by
vgm8383
6.
ATTACKING OBJECTIVES
Identify product benefits
Develop and evaluate advertising appeals
Execute the message
Evaluate the campaign's effectiveness
7.
IDENTIFY PRODUCT BENEFITS
SELL PRODUCT'S BENEFITS NOT ITS ATTRIBUTES, THEN ASK "SO?" TO DETERMINE IF IT IS A BENEFIT
Photo by
Oberazzi
8.
ADVERTISING APPEALS
Profit: product saves, makes, or protects money
Health: Appeals to body-conscious or health seekers
Love or romance: Used in selling cosmetics and perfumes
Fear: Social embarrassment, old age, losing health
Admiration: Reason for use of celebrity spokespeople
9.
ADVERTISING APPEALS
Convenience: Used for fast foods and microwave foods
Fun and pleasure: Key to advertising vacations, beer, parks
Vanity and egotism: Used for expensive or conspicuous items
Environmental consciousness: Centers around environmental protection
10.
UNIQUE SELLING PROPOSITION
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
Photo by
geerlingguy
11.
MEDIA DECISIONS IN ADVERTISING
MONITORED MEDIA & UNMONITORED MEDIA
Photo by
Kris Krug
12.
PUBLIC RELATIONS
EVALUATES PUBLIC ATTITUDES, IDENTIFIES ISSUES OF PUBLIC CONCERN EXECUTES PROGRAMS TO GAIN PUBLIC
Photo by
lestaylorphoto
13.
FUNCTIONS OF PUBLIC RELATIONS
Press relations
Product publicity
Corporate communication
Public affairs
Lobbying
Friend of Haiku Deck
×
Error!