Examples Of Persuasive Advertising

To efficiently create awareness, JanMar would need to produce a cooperate ad with a retail outlet to get the buyer in the store. They would also need to increase sales by 8.3% or $1 million to cover the cost of increase in advertising. (See appendix 1.2).

The promotionPromotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The pace and creativity of some promotional activities are almost alien to normal business activities.The cost associated with promotion or advertising goods and services often represents a size-able proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.

Co-op advertising is a promotion method that is commonly used among companies (Ghadimi, Szidarovszky, Farahani, & Khiabani, 2013). Co-op advertising should be implemented by Frito-Lay because each of the retailers understand their area market conditions better and can endorse their salty snacks more effectively (He, Krishnamoorthy, Prasad, & Sethi, 2012). Frito-Lay may use one of three methods to pay for part of the costs. These three methods include paying a fraction of the total advertising cost which is known as the participation rate, offering a fixed dollar amount per each unit sold and paying all or a part of the cost of advertising up to a certain percent of the purchases made by the retailers (Ghadimi, Szidarovszky, Farahani, & Khiabani, 2013).

Advertisement, a person or thing regarded as a means of recommending something. Advertising has been around as early as the 1700s. Today, we have several basic advertising appeals to promote products. In the excerpt, Advertising’s 15 Basic Appeals by Jim Fowles, from the book, “Mass Advertising As Social Forecast,” the author believes that the power of advertising is the ability to evoke the needs and desires of consumers, in hopes of selling a product. Personally, I believe that the “appeals” assume that the personality of customers are in need of advice and reassurance.

Advertising: Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience (Wells, Burnett, & Moriarty, 2006).

Trade promotions and cooperative advertising are part of a push strategy. Trade promotion is directed towards retailers and takes the form of catalogs, trade magazine advertisements, booklets for consumers, and displays. Using gallery stores will attract and serve their target customers, the 40- to 59-year-old homeowner with an annual household income over $100,000. Also, 78% of the survey respondents state that displaying furniture in individual room settings is somewhat important to very important. Half of the $225,000 deducted from cooperative advertising will be added to the trade promotions fund. Also, an amount of $12,000 is added to the trade promotions fund to assist their salespeople servicing the 50 new accounts. The trade promotions fund will have a total of $591,500. Cooperative advertising is usually spent on newspaper advertising in a retailer’s city. The reduced funds of cooperative advertising for BatesManor will diminish the amount of newspaper advertisements.

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Advertising is a partnership between creative and media strategies. Each play a very important role in creating an advertisement, that it is almost impossible to draw a line between the two. Alasdair Reid (1994) asserts that as early as in the 1990s creative and media strategies were still very much inseparable due to the fact that advertising “used to be a very simple business” (1994, p. 15) – producing an ad was more focused on creation of the content, rather than the placement. These days, however, with new media spawning, separating media and creative

The role of sponsorship in the marketing communications mix Tony Meenaghan International Journal of Advertising Vol. 10, No. 1, 1991

An advertisement is usually thought of as promotion and generally the main goal is to generate money, however, that is not always the case. There are many genres of advertisement such as marketing, persuasion, or encouragement in which all have similar, yet different, goals and purposes. A marketing advertisement main motive is to sell a product. This can be achieved through many common advertising techniques such as claims, repetition, association, bandwagon, or promotion, to name a few. Persuasion and encouragement advertisement may also be projected by these techniques as well, but there may be a different goal. Persuasive advertising could also tie into marketing as well being that some ads try to sway consumers into buying their company's product. Encouragement and persuasive ads may also go hand and hand with each other as well. These types of ads are usually less about money and more about getting a point across to the people. Well known examples of this is a Click it or Ticket it commercial or an advertisement telling people to stop smoking. Every company has a specific goal in mind and

These articles can be found from various business magazines, trade journals, academic publications, and the Internet and they offer a great number of insights about product placement, interviews and comments from various product placement professionals and some research results on the feasibility and effectiveness of product placement along with audience attitudes (Nebenzahl&Secunda 1993; d’Astous&Séguin 1999; d’Astous&Chartier 2000; Gould et al. 2000; Gupta et al. 2000; Law & Braun 2000). Other research papers are also available ranging from brand recognition and recall studies to media effect factors and further to e.g. image management studies (Babin& Carder 1996; Brennan et al. 1999; Sandler &Secunda 1993; Bennett 1999; Meenaghan& Shipley 1999; Ferrand& Pages 1999). The majority of magazine articles handle the issues about the alliances in the product placement business as well as the individual companies' experiences as in a form of case studies illustrating both the success stories as well as the failures in product placement. The practical elements of product placement gained from the variety of articles and publications will be complemented with primary research data received from some of the companies used as case examples at the end of the paper (Grollman 2001; Wallace

Consumer behavior has changed and along with it the practice of marketing. More than a century has passed since John Wanamaker, the recognized founder of the department store, famously remarked, “Half my advertising is wasted – I just don’t know which half.” What Wannamaker was struggling with was an inability to accurately assess the effectiveness of his advertising and marketing campaigns. He knew that his marketing had some effect, since he was successful in selling, but since he did not have the tools available to directly measure his advertising and marketing efforts he could not discern which ads or marketing efforts were directly contributing to the awareness, sales and furthering of customer relationships. Even today, one hundred years later, reaching the right audiences, developing ads and implementing marketing programs that can be directly attributed to consumer engagement, satisfaction and sales remains a vexing challenge for many marketers. Fortunately, however, with recent advances in marketing technology, including ad-tech, mobile, social, content, and analytics, the days of “wasted” marketing may soon be behind us. Marketing leaders are reaching and responding to individual consumers with timely, relevant messages and offers, via both owned and paid channels, at every stage of the customer journey and at the moments that matter most to consumers; as a consequence, they’re

In the article, The secrets of cross-promotion (Gruner, 1997) several excellent points are made with regard to the planning, execution, evaluation and modification of cross-promotional campaigns and programs. The author defines how cross-promotional strategies can lead to greater synergistic effects on reaching a broader market while also driving greater levels of awareness, interest, desire and action on the part of prospects. There is also an example of a promotional program which went awry and led to the sponsoring company having to pay for entrants' stamps and postage in states they had originally not planned on having the contest in. The key lessons learned from the article concentrate on making the most of shared synergies and strength of companies when they market together. The second article, Outsourcing Marketing (McGovern, Quelch, 2005) defines promotional strategies as part of a broader strategy for pricing optimization and creating a scalable multichannel promotional strategy across print and online media. Combined, both articles illustrate how promotion is a critical catalyst across all advertising, marketing and selling strategies.

Thesis in Marketing, 15 ECTS credits Final seminar: 25.05.2010 Authors : Elise MEYER (890511) Ingrid BERNIER (901218) Supervisor: Jean-Charles LANGUILAIRE Examiner: Roger STRÖM

This section reviews studies that addressed the problem of determining the advertising effect of a firm on the sales of its competitors, based on the model used to describe the dynamics of the advertising-sales relationship.