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Advertising summer08 stu

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Advertising Strategy Session 7 Summer 2008
Advertising Planning Process Advertising Objectives Budget Decisions Creative Strategy Campaign Evaluation Media Strategy Brand Positioning Target Market
Advertising Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Hierarchy of effects Communication Process Awareness Interest Liking, Preference Purchase, Action
Creative Strategy ,[object Object],[object Object],[object Object],[object Object]
Creative Strategy: Emotional vs. Rational Appeal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Taxonomy of Emotional Appeals ,[object Object],[object Object],[object Object],[object Object]
Taxonomy of Emotional Appeals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Types of Rational / Informational Appeal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Message ,[object Object],[object Object]
Analysis Framework Market Customer Analysis Competitor Analysis Company Analysis Marketing Myopia Marketing Strategy Product Price Promotion Place Marketing Orientation Perceptual mapping Segmentation Positioning First mover advantages Branding Pricing process Pricing and innovation (ODI) Going to market (Goodyear) Direct marketing (Calyx) Product Line Strategy (Cambridge)

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Advertising summer08 stu

  • 2. Advertising Planning Process Advertising Objectives Budget Decisions Creative Strategy Campaign Evaluation Media Strategy Brand Positioning Target Market
  • 3.
  • 4. Hierarchy of effects Communication Process Awareness Interest Liking, Preference Purchase, Action
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Analysis Framework Market Customer Analysis Competitor Analysis Company Analysis Marketing Myopia Marketing Strategy Product Price Promotion Place Marketing Orientation Perceptual mapping Segmentation Positioning First mover advantages Branding Pricing process Pricing and innovation (ODI) Going to market (Goodyear) Direct marketing (Calyx) Product Line Strategy (Cambridge)