【正文】 in a specific period of time B) Advertising objective can be classified according to whether their aim is to:1) Inform.2) Persuade.3) Remind. 4) Reinforce.C) Each aim at different stages in the hierarchy of effects discussed in Chapter 17.D) Information advertising aims to create brand awareness and knowledge of new products or new features of existing products.E) Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service.F) Reminder advertising aims to stimulate repeat purchase of products and services.G) Reinforcement advertising aims to convince purchasers that they made the right choice.H) The advertising objective should emerge from a thorough analysis of the current marketing situation. Review Key Definitions here: advertising goal, hierarchy of effects, information advertising, persuasive advertising, reminder advertising, and reinforcement advertising Deciding On the Advertising Budget How does a pany know if it is spending the right amount?A) Although advertising is treated as a current expense, part of it really is an investment in building brand equity.B) Here are five specific factors to consider when setting the advertising budget:1) Stage in the product life cycle.2) Market share and consumer base.3) Competition and clutter.4) Advertising frequency.5) Product substitutability. Developing the Advertising Campaign It is important to distinguish between the message strategy (what the ad attempts to convey about the brand) or positioning from the creative strategy (how the ad expresses the brand claim). Message Generation and Evaluation A good ad normally focuses on one or two core selling propositions. A) Creative briefB) Positioning statement Creative Development and Execution The ad’s impact depends not only on what is said, but often more importantly, on how it is said. A) Message execution can be decisive.B) In preparing an ad campaign, the advertiser can prepare a copy strategy statement describing the:1) Objective. 2) Content.3) Support. 4) Tone of the desired ad.C) Every advertising medium has specific advantages and disadvantages. Television Ads Television is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers. A) The wide reach translates to low cost per exposure.B) From a brandbuilding perspective, TV advertising has two particularly important strengths:1) If can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits.2) TV advertising can be a pelling means for dramatically portraying user and usage imagery, brand personality, and other brand tangibles.C) Television advertising also has its drawbacks1) Because of the fleeting nature of the message and the potentially distracting creative elements, productrelated messages and the brand itself can be overlooked.2) The large number of ads and nonprogramming material creates clutter that makes it easy for consumers to ignore or forget ads.3) TV advertising has high costs in production and placement.D) Properly designed and executed TV ads can improve brand equity and affect sales and profits.1) Even with the decline in audiences, a welldone TV mercial can still be a powerful marketing tool.Print Ads Print media offers a stark contrast to broadcast media.A) Print media can provide much detailed product information and can also effectively municate user and usage imagery.B) However, the static nature of the visual images makes it difficult to provide dynamic presentations or demonstrations.C) It also can be a fairly passive medium.D) The two main print medianewspapers and magazines have many of the same advantages and disadvantages.1) Newspapers are timely and pervasive.2) Magazines are more effective at building user and usage imagery.E) Format elements such as ad size, color, and illustration affect a print ad’s impact.F) Researchers studying print advertisements report that the: 1) Picture.2) Headline. 3) Copy (are important in that order).Radio Ads Radio is a pervasive medium.A) Radio’s main advantage is flexibility:1) Stations are very targeted.2) Ads are relatively inexpensive to produce and place.3) Short closing allow for quick response.B) Radio is particularly effective in the morning.1) It allows a pany to achieve a balance between broad and localized market coverage.C) The obvious disadvantages of radio are: 1) The lack of visual images.2) Relatively passive nature of the consumer processing that results.Social Responsibility Review Advertisers and their agencies must be sure advertising does not overstep social and legal norms. Public policy makers have developed a substantial body of laws and regulations to govern advertising. A) Under . law, advertisers must not:1) Make false claims.2) Must avoid false demonstrations.3) It is illegal in the United States to create ads that have the capacity to deceive.a. The problem is how to tell the difference between deception and “puffery”—simple exaggerations not intended to be believed that are permitted by law. 4) Sellers are legally obligated to avoid baitandswitch advertising that attracts buyers under false pretenses.B) Advertisers must be careful not to offend the general public as well as any ethnic groups, racial minorities, or specialinterest groups.DECIDING ON MEDIA AND MEASURING EFFECTIVENESS After choosing the message, the advertiser’s next task is to choose media to carry it. The steps here are deciding on desired reach, frequency, and impact。 selecting specific media vehicles。 (3) choose the advertising message and creative strategy。 Should Sonic use advertising to support the PDA introduction? If so, what advertising goals will you set, and how will you measure your results?183