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My Related Pages | All rights reserved. This is my personal summary of Kleppner's Advertising Procedure.
Chapters 1 & 2: Basics of AdvertisingAdvertising has 3 rules
Marketing has 4 elements
Communication has 4 types
What does advertising do?In theory, advertising informs consumers of options, thereby enhancing his control over his economic life. It also discourages them from finding better options, and it can be used to brainwash consumers into making bad choices and thinking good choices are bad.It establishes an incomplete dialog beween producer and consumer i.e.
1. P -> ads -> C
2. C -> purchases -> P
3. P -> products -> C
...but more realistically...
4. P -> repair request -> C
5. P -> support request -> C
6. P -> return for reimbursement
or exchange -> store
etc.
Advertising enhances the economy HOWEVER the increased sale of defective products harms consumers and the economy. How should one advertise?Companies invest in a mixed portfolio of ads -- not just one medium.Similarly, a single woman might advertise her availability in several ways: going to a gym, taking part in clubs, making herself obvious to men at work, jogging, tell relatives, and if she is desperate, by going to filthy stinky bars. Companies rate efficiency in terms of the sales per $1 of advertising.
Product introduction principlesAt least these are known:
Conjoint AnalysisThis is a technique to learn what consumers think are benefits of products.BrandsAdvertisers believe that corporate identity 'n' brands are important. Brands are expensive to establish and doing so takes a lot of time.Brands are supposed to imply something that is impossible and only approximately provided by companies: consistent guaranteed quality. Brand extensions are new products that fall under an existing brand to take advantage of existing brand equity, e.g. iPod accessories for the iPod. Product differentiationThis can be obvious or subtle.A brand can imply quality or cheapo-status. Mistakes in product differentiation:
PositioningThe history of advertising:? era:advertisers focused on featuresImage era:advertisers focused on reputationPositioning era:focus on being first to market, focus on creating a position, realism about strengths and weaknesses.PriceTHE BOOK MAKE NO MENTION OF PRODUCT UPSCALING & GENTRIFICATION. Whitewash?Product price determines advertising strategy. Value Gap is the difference between the price and the value that consumers perceive. Increasingly this gap is huge, but the book doesn't say so. Yield Management is product pricing to control supply and demand. Money spent on advertising.Some companies spend much, some little.Factors that determine how much a company spends:
The effectiveness of adsThe classic problem:You must both achieving marketing goals and keep the interest of viewers/readers, but they can work against each other. Directness of ads is important. Duration of ads is important. Ads that have the purpose of bringing about immediate purchases are called direct action, short-term ads. There are also direct-action, long-term ads that are used for big-ticket items like refrigerators. And there are indirect-action ads that promote manufacturers. Specific Types of AdsAds targeted at consumers:
Note! These days, consumers look on the Web before making big purchases. And the book doesn't mention that "big" is of course a relative term. For one person it's a car, for another it's a frying pan and for another it's a sandwich. Ads targeted at businesses (B2B) & professions:
National AdsNot specific about retailers, product availability, or price.Can be truly nationwide or not. They promote a specific product. Retail or localSells the product and the store.Tells the price, store policies, and (hopefully) store location. Shows a range of products to promote the store as a first destination. Sales and promotions bring in traffic. They lead people in with cheap items in the hope they will buy non-cheap items. End ProductPromotes a component e.g. an Intel processor using the Intel Inside logo.The idea is that consumers will ask for that component or look for the logo. Direct ResponseDirect to consumer, e.g. crap sold in Sunday paper flyer.Offers convenience: Call now! We're standing by! We ship overnight! Includes a lot of things: Credit cards, QVC, telemarketing. TradePromotes products to retailers & wholesalers.Has 3 purposes:
IndustrialUsually selling equipment.Target is manufacturers. Audience is very specialize and small, usually purchasing agents. Never direct, because equipment purchases are complex. Idea adsThese sell ideas, e.g. Free Speech.Service adsThese sell a service.These types of ads need to...
Corporate adsThese are whitewash or bullshit ads.They have the purpose of making a company look good & are often used by companies that have done, are doing, or will do something wrong.
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