PART 1

 Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.  Advertising and promotion are integral parts of our social and economic systems:  U.S. advertisers spend in excess of $175 billion each year.  Turkey 2008: million TL Turkey 2009: million TL (reduces %14)

 Advertising is used by:  Business firms,  Nonprofit organizations,  Professionals,  Social Agencies.

PROMOTIONAL PROCESS STARTS WITH A THOROUGH SITUATION ANALYSIS THAT IDENTIFIES THE MARKETING AND PROMOTIONAL ISSUES FACING THE COMPANY OR BRAND.  Situation analysis is the base for other decisions

Major Decisions in Advertising Objectives Setting Budget Decisions Message Decisions Campaign Evaluation Media Decisions

Informative Advertising Build Primary Demand Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Comparison Advertising Compares One Brand to Another Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Reminder Advertising Keeps Consumers Thinking About a Product. Reminder Advertising Keeps Consumers Thinking About a Product.

► seeks to entice consumers into purchasing specific goods or services, often by appealing to their emotions and general sensibilities. ► is different from informative advertising, which essentially provides the customer with hard data about the nature and function of the product. the assumption is that the consumer already understands the basic nature of the product, but needs to be convinced of the desirability and the benefits that set a particular product apart from the competition. Persuasive Advertising

► Reminder advertising is an advertising strategy aimed at reminding the audience that the product or service still exists, rather than promoting it for the first time or adding a new theme to an existing campaign. ► The OUTDOOR medium is often seen as an ideal vehicle for reminder advertising campaigns. Reminder Advertising Keeps Consumers Thinking About a Product. Reminder Advertising Keeps Consumers Thinking About a Product.

 Read budgeting approaches: Belch & Belch, p

Advertising (Creative) Strategy PLANNING & DEVELOPMENT IMPLEMENTATION & EVALUATION 12

Plan a Message Strategy General Message to Be Communicated to Customers Plan a Message Strategy General Message to Be Communicated to Customers Advertising (Creative) Strategy Develop a Message Focus on Customer Benefits Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Creative Concept “Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive Advertising Appeals Meaningful Believable Distinctive PLANNING & DEVELOPMENT: Creating Advertising Messages PLANNING  CREATIVE STRATEGY It’s the creative strategy that determines 1) what the advertising message will say or communicate 2) Creative tactics for how the message strategy will be executed.

READ p. 249: advertising creativity is the ability to... p. 253: the creative process. Young’s model. p. 259: creative strategy development p.262: copy platform

 Two critical components of the copy platform are : 1) Development of the major selling idea read p ) Creative Strategy development  unique selling proposition  brand image  inherent drama  positioning

 ADVERTISING APPEALS Advertising (Creative) Strategy IMPLEMENTATION Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.

Typical Message Execution Styles Typical Message Execution Styles Testimonial Evidence Testimonial Evidence Slice of Life Scientific Evidence Scientific Evidence Lifestyle Technical Expertise Technical Expertise Fantasy Musical Personality Symbol Personality Symbol Mood or Image Mood or Image Advertising (Creative) Strategy IMPLEMENTATION Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.

Step 1. Decide on Reach, Frequency, and Impact Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media Habits of Target Consumers Nature of the Product Type of Message Cost Step 2. Choosing Among Major Media Types Media Habits of Target Consumers Nature of the Product Type of Message Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing Advertising (Creative) Strategy IMPLEMENTATION Selecting Advertising Media

EVALUATION Advertising (Creative) Strategy Communication Effects Is the Ad Communicating Well? Communication Effects Is the Ad Communicating Well? Advertising Program Evaluation Sales Effects Is the Ad Increasing Sales? Sales Effects Is the Ad Increasing Sales?