Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

Developing the Advertising Campaign Message generation and evaluation Creative development and execution Social responsibility review

Creative Brief Positioning statement Key message Target market Objectives Key brand benefits Brand promise Evidence of promise Media Background Creative considerations

Developing Effective Communication Step 1: Identifying the Target Audience Affects decisions related to what, how, when, and where message will be said, as well as who will say it Step 2: Determining Communication Objectives Six buyer readiness stages Goal 3: Learn the steps in developing effective marketing communications

Buyer-Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase Goal 3: Learn the steps in developing effective marketing communications

Developing Effective Communication Step 3: Designing a Message AIDA framework guides message design Message content contains appeals or themes designed to produce desired results Rational appeals Emotional appeals Love, pride, joy, humor, fear, guilt, shame Moral appeals Goal 3: Learn the steps in developing effective marketing communications

Message Strategies Cognitive Affective Conative

Cognitive Message Strategies Generic Preemptive Unique selling proposition Hyperbole Comparative

Affective Message Strategies Resonance Emotional

Personal Values Comfortable life Pleasure Equality Salvation Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom

Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity

Humor Appeal Used in 30% of ads. Excellent in capturing attention. Score high in recall tests. Should be related directly to customer benefit.

Sex Appeal Subliminal techniques Nudity or partial nudity Sexual suggestiveness Overt sexuality Sensuality

Music Appeal Has intrusive value Gains attention Increases retention of visual information Can increase persuasiveness

Rational Appeal Based on hierarchy of effects model. Used by business-to-business advertisers. Well-suited for Print media Complex products High involvement products

Emotional Appeal Based on three ideas: Consumers ignore most ads Rational ads go unnoticed Emotional ads can capture attention Key to developing brand loyalty. Effie Awards – humor and emotions. Use more in b-to-b advertising. Works well when tied to other appeals.

Scarcity Appeal Based on Limited supply Limited time to purchase Tied with promotional tools such as contests, sweepstakes, and coupons. Encourage customers to take action.

Behavioral Response Model Severity Vulnerability Negative behavior Intrinsic reward Extrinsic reward Change behaviors Response costs Self-efficacy Response efficiency

Developing Effective Communication Step 3: Designing a Message Message Structure: Key decisions are required with respect to three message structure issues: Whether or not to draw a conclusion One-sided vs. two-sided argument Order of argument presentation Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc. Goal 3: Learn the steps in developing effective marketing communications

Structure of an Advertisement Headline Sub-headline Promise of a benefit Amplification Proof of claim Action to take

Verbal and Visual Elements Balance Visual processing Easier to recall Stored as pictures and words Concrete vs. abstract Radio visual imagery Visual esperanto B-to-B advertisements

Executional Frameworks Animation Slice of life Dramatization Testimonial Authoritative Demonstration Fantasy Informative

Animation Originally used by firms with small advertising budgets. Increased use due to advances in computer technology. Rotoscoping Clay animation

Slice of Life (Dramatization) Encounter Problem Interaction Solution

Testimonials Business-to-business ads Service sector Enhance credibility Source Customers Paid actors

Authoritative Expert authority Scientific or survey authority Independent evidence Business-to-business ads Cognitive processing Specialty print media

Demonstration Shows product being used Business-to-business sector Television and the Internet

Fantasy Beyond reality Common themes Products such as perfume/cologne Sex Love Romance Products such as perfume/cologne

Informative Used extensively in radio Business-to-business usage Key is buying situation Level of involvement

Developing Effective Communication Step 4: Choosing Media Personal communication channels Includes face-to-face, phone, mail, and Internet chat communications Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders Nonpersonal communication channels Includes media, atmosphere, and events Goal 3: Learn the steps in developing effective marketing communications

Choosing Among Major Media Types Target audience and media habits Product characteristics Message characteristics Cost

Media Selection Reach Frequency Impact Exposure

Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow pages Newsletters Brochures Telephone Internet

Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers

Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use

Print Ad Evaluation Criteria Is the message clear at a glance? Is the benefit in the headline? Des the illustration support the headline? Does the first line of the copy support or explain the headline and illustration? Is the ad easy to read and follow? Is the product easily identified? Is the brand or sponsor clearly identified?

Developing Effective Communication Step 5: Selecting the Message Source Highly credible sources are more persuasive A poor spokesperson can tarnish a brand Step 6: Collecting Feedback Recognition, recall, and behavioral measures are assessed May suggest changes in product/promotion Goal 3: Learn the steps in developing effective marketing communications

Principles Effective Advertising Visual consistency Campaign duration Repeated tag lines Consistent positioning Simplicity Identifiable selling point

Beating Ad Clutter Presence of competitive ads Repetition Variability theory Multiple mediums Ads that gain attention Ads that relate to the target audience