DEVELOPING THEADVERTISING PROGRAM

• Identifying the Target Audience

• Setting the Advertising Budget

• Specifying Advertising Objectives

DEVELOPING THEADVERTISING PROGRAM

• Designing the Advertisement

Message Appeal

• Fear Appeals

• Sex Appeals

• Humorous Appeals

Creating the Actual Message

Partnership for a Drug Free AmericaWhat is the appeal and purpose of this ad?

ShellWhat is the appeal and purpose of this ad?

Sierra MistWhat is the appeal and purpose of this ad?

Burger KingWhat is the appeal and purpose of this ad?

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PepsiWhat is the appeal and purpose of this ad?

FIGURE 16-A FIGURE 16-A Top 15 advertising slogans of the century

FIGURE 16-B FIGURE 16-B Top 10 advertising icons of the century

Concept Check

2. Describe three common forms of advertising appeals.

A: They are: (1) fear appeal, to avoid some negative experience; (2) sex appeal, to increase the attractiveness of the user; and (3) humorous appeal, to imply that the product is more fun or exciting than competitors’ offerings.

FIGURE 16-1 FIGURE 16-1 U.S. advertising expenditures, by category (in millions of dollars)

DEVELOPING THEADVERTISING PROGRAM

• Different Media Alternatives

Television

• Out-of-Home TV

• “Spot” Ads

• Infomercials

FIGURE 16-2 FIGURE 16-2 Advantages and disadvantages of major advertising media

Ronco InfomercialsWhat are the advantages and disadvantages

of this medium?

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DEVELOPING THEADVERTISING PROGRAM

• Different Media Alternatives

Radio

Magazines

Newspapers

Yellow Pages

Radio Advertising BureauWhat are the advantages and disadvantages

of this medium?

Wal-Mart Radio AdWhat are the advantages and disadvantages

of this medium?

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Teen People What are the advantages and disadvantages

of this medium?

The Wall Street JournalWhat are the advantages and disadvantages

of this medium?

Yellow Pages What are the advantages and disadvantages

of this medium?

Outdoor Advertising: Billboards What are the advantages and disadvantages

of this medium?