Advertising messages

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  • So much has changed in advertising in the past five years since the second edition of this book, that almost every chapter needed—and received—major revisions and updating. Not only have advertisers changed what they do, but even when they do the same thing, often it’s called something else. Even more important there are now new chapters on subjects not covered before: branding and Yellow Pages advertising plus a totally new approach to basic Internet advertising.

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  • Marketing research is the systematic procedure used to gather, record, and analyze new information to help managers make decision about the marketing of goods and services. The many tpes of information gathered can help marketers recruit, retain, and regain customers. The results of research help define the product concept, select the target market, and develop the primary advertising message elements. Pretesting helps detect and eliminate weaknesses before a campaign runs.

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  • Chapter 6 - Account planning and research. After completing this chapter, students will be able to: Describe the role of account planners in advertising agencies, discuss how research can help advertisers select target markets, media vehicles, and advertising messages, explain the basic steps in the marketing research process,...

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  • Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” [1] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.

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  • •Similarity –Resemblance between the source and recipient of the message •Familiarity –Knowledge of the source through repeated or prolonged exposure •Likeability –Affection for the source resulting from physical appearance, behavior, or other personal traits

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  • After completing this chapter, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...

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  • Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: To study the major variables in the communication system and how they influence consumers' processing of promotional messages, To examine the considerations involved in selecting a source or communicator of a promotional message, To examine different types of message structures and appeals that can be used to develop a promotional message,...

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  • Chapter 8 - Creative strategy: Planning and development. After completing this unit, you should be able to: To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising, to consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process, to examine creative strategy development and the roles of various client and agency personnel involved in it,...

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  • Chapter 9 - Creative strategy: Implementation and evaluation. After completing this unit, you should be able to: To analyze various types of appeals that can be used in the development and implementation of an advertising message, to analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate, to analyze various tactical issues involved in the creation of print advertising and TV commercials,...

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  • This is one of the best cordless telephones we tested. With 10 channels, the user never has to worry about interference or static. A clear channel is just a push button away. The system also comes equipped with battery backup to maintain service during power outages, so you will never have to worry about being cut off from communication with the outside world during emergencies. Our favorite feature is the built-in answering machine. The Supertech phone is the only cordless phone we tested that had this feature.

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  • The first-ever book to show businesses step by step how to capitalize on advertising programs offered by Google, the world's #1 search engine, with more than 200 million search queries per day Written by a veteran For Dummies author working in cooperation with Google, which will help support the book From selecting the right keywords to crafting the right message, the book explains how to boost site traffic using AdWords, Google's hugely successful sponsored-link advertising program, which now has more than 150,000 advertisers...

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  • Chapter 9. Advertising and Promotion.Every day we are bombarded with different advertising messages, whether it is on the radio while we’re driving to work, on television during our favorite programs, or in magazines and newspapers.

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  • The objective of this chapter is to show how communications media help advertisers achieve marketing and advertising objectives. To get their messages to the right people in the right place at the right time, media planners follow the same procedures as marketing and advertising planners: setting objectives, formulating strategies, and devising tactics. To make sound decisions, media planners today must possess marketing savvy, analytical skill, and creativity.

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  • The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse.

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  • Communication, the conveyance of messages, is the purpose of the media according to the self-professed ethics of the mass communicators. Messages and their communication imply otherness: they are about something other thanmessages and communication, something in some other place and time, addressed to others by a self. Nevertheless, despite their dimensions of otherness, messages, communication, and the media have always been about themselves, too – self-referential messages about messages, communication about communication, media about the media.

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  • The nonverbal aspect of an ad or commerical carries half the burden of communicating te big idea. in fact, the nonverbal message is inseparable from te verbal. As advertising copy goes through the editing process, copywriters must be prepared for an inevitable (and sometimes lengthy) succession of edits and credits from agency and client managers and legal departments. Copywriters must be more than creative; they must be patient, flexible, mature and able to exercise great self control.

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  • One of the “Four P’s of Marketing,” promotion includes the communication messages, materials, channels, and activities that will effectively reach your audience to promote the benefits of the behavior change as well as the product, price and place features of your program. Messages may be delivered through public relations, advertising, print materials, small-group or one-on-one activities (e.g., mentoring, counseling, workshops), and other media.

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  • Any composition of original music or sound elements that serve as a bed or background and/or otherwise heighten, accent or strengthen the advertising message. In the case of “full sing” jingles, the “sound” entry may be the commercial itself. Entries must be music that is custom-composed for advertising, or audio/visual sales promotion. Entries may be no longer than 60 seconds, except for audio/visual entries, which may run up to five minutes. 74A Music Only.

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  • Make Your Advertising Banners Attractive After all, they carry the message that will get people in. Be concise in your message (you have limited space, anyway). Use animation (two to three frames) to make the ad stand out. Use words that initiate action from the surfer (a phrase like "Click Here" can be very effective). Keep Your Advertisement Sizes Small The smaller the file size, the faster it loads. Not everyone has high-speed lines. Try and keep advertisement banner sizes to less than 10 KB in size. Impressions v/s Clicks The number of impressions (people who see your ad) does...

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  • In chapter 16, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...

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