Marketing Communications

198 CHAPTER 6 BUDGETS Brands 2008 2009 2010 2011 Porsche 997 0.2% 974 0.2% 1 324 0.2% 1 567 0.3% Smart 1 868 0.3% 1 393 0.3% 1 1 ...

CASE 6 199 Brands 2008 2009 2010 2011 LADA 37 0.0% 13 0.0% 64 0.0% 34 0.0% Itineo 23 0.0% 43 0.0% 42 0.0% 34 0.0% Knaus 53 0.0% ...

200 CHAPTER 6 BUDGETS Brand 2008 2009 2010 2011 Alfa Romeo 3 199 565 3 997 884 5 369 904 6 125 286 Alfa Romeo Fiat Lancia Jeep 0 ...

QUESTIONS Using Tables 6.4 and 6.5 , carry out a share of voice/ share of market analysis of the automobile industry for 2008, ...

CHAPTER 7 Advertising CHAPTER OBJECTIVES This chapter will help you to: z Distinguish the various stages in advertising campaign ...

TYPES OF ADVERTISING 203 Introduction Advertising is one of the oldest, most visible and most important instruments of the marke ...

204 CHAPTER 7 ADVERTISING promotes its own brands. If a government takes the initiative for a campaign, this is called collectiv ...

CAMPAIGN DEVELOPMENT 205 as Dutch cheese, British beef or French wine. Theme advertising attempts to build a reservoir of goodwi ...

206 CHAPTER 7 ADVERTISING Aft erwards the media strategy is developed. Th e diff erent ideas will be evaluated on the basis of t ...

MESSAGE STRATEGY 207 Kids and teens want to hear a basic story (a product is a solution to a problem or a reward for good behavi ...

208 CHAPTER 7 ADVERTISING In 2006, Nissan’s sales were sliding. It decided to withdraw its Almera and launch a new car for the c ...

CREATIVE IDEA 209 Creative idea Before an advertising agency can start thinking of a creative strategy, the advertiser must give ...

210 CHAPTER 7 ADVERTISING A few examples may clarify what is meant by creative advertising ideas: z Miller beer has a screw cap ...

CREATIVE IDEA 211 z Oslo Sporveier wanted to encourage existing users to use public transport more often, as well as encourage n ...

212 CHAPTER 7 ADVERTISING Measuring the return on investment of advertising campaigns is a long-standing issue with marketing pr ...

RATIONAL APPEALS 213 In trying to generate the established advertising objectives, agencies or creatives can use a multitude of ...

214 CHAPTER 7 ADVERTISING Figure 7.4 Most frequently used information cues in advertising Source : Based on Abernethy, A.M. and ...

RATIONAL APPEALS 215 The optimal advertising appeal for brand extensions depends, among others, on the fit between the parent br ...

216 CHAPTER 7 ADVERTISING product. For example, when Febreze was launched in Europe, ads showed consumers that the product could ...

RATIONAL APPEALS 217 Slice-of-life ads feature the product being used in a real-life setting, which usually involves solving a p ...