advertising B341

The Nature and Types of Advertising Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media Promotes goods, services, ideas, images, issues, people, and anything else that advertisers want to publicize or foster

General Steps in Developing and Implementing an Advertising Campaign FIGURE 18.1

Advertising Pyramid Action Desire Conviction Comprehension Awareness Slide 48 Copyright © 2000 by Houghton Mifflin Company. All rights reserved.

The Nature and Types of Advertising

Institutional Ads Ads that promote a companies overall philosophy, or portray a positive image for the firm without really attempting to focus on any specific product or service. Church Family commercials

Comparative Ads Are legal in the U.S., but proper substantiation required for any claims made. Some countries prohibit comparative ads.

Copy Platform Given to the ad agency creative team Provides: Objective Statement (what are we trying to accomplish and with which target?) Positioning Statement Supporting evidence (back up the positioning) Tone Statement – personality of the campaign (emotional? humorous? rationale? informational?)

A Big Idea Conveys the positioning Appeals to the target Delivers on the objective Breaks through (gets attention) Is memorable Has legs Can be used in multiple mediums Can be executed in several different versions of the same idea. More info

Big Idea Should be 3 or 4 sentence Should explain the content of the promotions so I would have an idea what individual ads would look like If there is a “clever twist” it should be explained Can include a slogan or tag line

Objectives Create awareness Stimulate demand Encourage product trial Identify prospects Retain loyal customers Facilitate reseller support Combat competitive promotional efforts Reduce sale fluctuations

Reach and Frequency Reach: % of target audience reached at least once by your media plan Frequency: average # of times a target audience member sees the ad in a four-week period.

Reach vs. Frequency Often, you can’t afford to hit both real heavy. Maximize reach if you have a cutting edge, breakthrough campaign, or are simply trying to maintain loyalty. set a minimum frequency (3x for established brand, 5x for new brand) and then maximize reach Maximize frequency if you have an action objective, a complex message, or heavy competitive advertising levels. Set a minimum reach – say 50%, and then maximize frequency

Roman Meal Example Target Women 50-65 Focus on two months of seasonal increase in bread usage Sept/Oct 1993 Nationally , bought combination of daytime and early morning Reach 69%, Frequency 9.8x per month Locally in key markets, added early news and prime access Reach 80%, Frequency 4.0x per month

Roman Meal Example Target Women 50-65 Today Show 4.4 rating points Good Morning America 4.8 rating points CBS This Morning 3.7 rating points Price is Right 1 7.3 rating points Price is Right 2 9.3 rating points Young and Restless 11.1 rating points As the World Turns 7.2 rating points Bold and Beautiful 7.9 rating points

Developing an Advertising Campaign Determining the Advertising Appropriation

Developing an Advertising Campaign Developing the Media Plan Specifies media vehicles (e.g., magazines, radio, and television stations, and newspapers) and the schedule for running the advertisements Plan objectives focus on achieving the reach and frequency that the budget will allow. Reach: the percentage of consumers in a target market exposed to an advertisement in a specified period Frequency: the number of times targeted consumers are exposed to an advertisement in a specified period Example

Developing an Advertising Campaign Developing the Media Plan (cont’d) Cost comparison indicator A means of comparing the cost of vehicles in a specific medium in relation to the number of people reached The indicator is stated as the cost for exposing one thousand people (CPM) to an advertisement in a medium. Media scheduling types Continuous Flighting Pulsing

Media Alternatives Newspapers Television Good for mass coverage of a local market Often not good for highly targeted audiences Purchased in standard ad units (# columns x inches) Television mass or targeted coverage (thanks to cable) sight, sound and motion makes it best for shaping attitudes very expensive in most markets; also high production costs Prime time best for mass audiences; may be wasteful for targeted audiences. Daytime, early fringe late fringe or local news may be best

Television Dayparts Mountain Time Zone Early Morning – local and network, before 8 am Daytime – 8 to 3pm - network Early Fringe – local, before local news Early News – local and network Prime access – local, hour before prime Prime Time – 7 to 10 pm network Late News – local Late fringe – network, after local news

Media Alternatives Direct Mail Radio targeted, geo-demographic coverage high costs, unreliable mailing lists Radio psychographic targeting via station formats fast, cheap production highly fragmented audience

Radio Dayparts may vary by station Morning Drive 6 to 10 Daytime 10 to 3 Afternoon drive 3 to 7 Nighttime 7 to midnight All night midnight to 6

Media Alternatives Magazines Outdoor Interactive product-related and psychographic targeting quality image long lead time, poor frequency Outdoor mass coverage, great frequency simple, short message Interactive two-way communication! But many technical problems still exist.

Developing an Advertising Campaign Creating the Advertising Message Product Features, Uses, and Benefits Characteristics of the Target Audience Advertising Campaign Objectives and Platform Choice of Media Form and Content of Advertising Message

Developing an Advertising Campaign Creating the Advertising Message (cont’d) Copy: the verbal portion of advertisements Includes headlines, subheadlines, body copy, and signature Copy guidelines Identify a specific desire or problem Recommend the product as the best way to satisfy the desire or solve the problem State product benefits Substantiate advertising claims Ask the buyer to take action Southwest

Developing an Advertising Campaign Creating the Advertising Message Storyboard A mockup combining copy and visual material to show the sequence of major scenes in a commercial Plugged “Hum” Unplugged “Buzz” Leap “Yeah” Upset “Oops”

Developing an Advertising Campaign Creating the Advertising Message (cont’d) Artwork An ad’s illustration and layout Illustrations Photos, drawings, graphs, charts, and tables used to spark audience interest Layout The physical arrangement of an ad’s illustration and copy

Developing an Advertising Campaign (cont’d) Executing the Campaign Planning and coordination Implementation Detailed scheduling of campaign phases Evaluation and corrective action as necessary to make the campaign more effective

Creative (copywriter’s)Pyramid 5. Action 4. Desire 3. Credibility 2. Interest 1. Attention More info Slide 68 Copyright © 2000 by Houghton Mifflin Company. All rights reserved.

Developing an Advertising Campaign (cont’d) Evaluating Advertising Effectiveness

Public Relations Public Relations Public Relations Tools Communications efforts used to create and maintain favorable relations between an organization and its stakeholders Focuses on enhancing the image of the total organization Public Relations Tools Written materials Brochures • Newsletters • Company magazines News releases • Annual reports Corporate identity materials • Speeches Sponsored events

Public Relations (cont’d) Publicity: a news story type of communication transmitted through a mass medium at no charge News release Microsoft Capsoft Walmart A short piece of copy publicizing an event or a product Feature article A manuscript of up to 3,000 words prepared for a specific publication Captioned photograph LDS Church A photo with a brief description of its contents Press conference A meeting used to announce major news events