Why Multiple Instruments? Imagine being interested in buying a new car! – What do you do? Watch car commercials on TV or in the Internet more attentively – decision? No! Read magazine ads – decision? No, but development of relevant set Read car magazines, watch TV programs about cars – decision? No, but increased knowledge of cars Visit relevant car manufacturers‘ web sites – decision? No, but deepened knowledge of a selection of cars Order brochure of some cars – decision? No! Visit specific car seller (talking to salesman, reading & watching further material, testing car) - decision? Maybe.

Advertising

What is Advertising? Paid non-personal communication from an identified sponsor using mass and interactive media to persuade or influence an audience.

What is Advertising? Key elements of advertising include the determination of the best message in the most appropriate media to reach identified target audiences and to achieve stated objectives.

What Advertising Does? Informs Persuades Differentiates Reminds Adds value Assists other marcom activities

What Advertising Does? Informs

What Advertising Does? Informs

What Advertising Does? Informs

What Advertising Does? Persuades

What Advertising Does? Persuades

What Advertising Does? Differentiates

What Advertising Does?

Reminds

What Advertising Does? Reminds

What Advertising Does? Adds value

What Advertising Does? Adds value

What Advertising Does? Assists marcom activities

Advertising: Advantages Ability to control message Cost effective way to reach a large target market (Cost per contact is low) Ability to create images and differentiate brands Can sometimes strike responsive reaction from customers Reaches large, geographically dispersed audiences Builds brand image

Advertising: Disadvantages High costs of producing and placing ads Difficult to determine effectiveness Credibility problems Clutter Not very persuasive

Parties Involved in Advertising The Advertiser The Advertising Agency The Media Suppliers The Target Audience (Buyers/Consumers)

Advertiser The manufacturer, service company, retailer, or supplier who advertises their product or service [or cause]

Firm that handles all aspects of the adv’g process, including planning, creation & design, production and placement of advertising (i.e. ‘full- service’) The Advertising Agency

The Media A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience. These include television, newspapers, magazines, radio, billboards, etc.

Suppliers Provide specialized service Artists, writers, photographers, directors, producers, consultants…. May increase or decrease advertising effectiveness.

The Target Audience The target audeince can be any group of people from the retailers, consumers, employees, shareholders… Identification of the target audience is essential for advertising. Adv. strategy, creative strategy, media strategy are all determined according to the target audeince. Research about target audience

Five main decisions in developing an advertising program (5 M’s): 1. What are advertising objectives (mission)? 2. How much can be spent (money)? 3. What message should be sent (message)? 4. What media should be used (media)? 5. How should results be measured (measurement)? Developing and Managing the Advertising Campaign

The Five Ms of Advertising Objectives can be classified by aim: –Inform –Persuade –Remind –Differentiate –Add value –Assist other marcom activities Mission Money Message Media Measurement

Developing and Managing the Advertising Campaign The Five Ms of Advertising Objectives can be classified by aim: –AIDA (attention, interest, desire, action) –Hierarchy of effects Mission Money Message Media Measurement

Developing and Managing the Advertising Campaign Budget of advertising: –Production budget –Media budget The Five Ms of Advertising Mission Money Message Media Measurement

Developing and Managing the Advertising Campaign Creating advertising message: –Message aim –Message strategy (advertising appeals) –Creative concept (Big Idea) –Execution –Message evaluation The Five Ms of Advertising Mission Money Message Media Measurement

Advertising Appeals Informational/Rational Appeals –Feature Appeals –Competitive advantage –Favorable price appeals –News appeals –Product/service popularity –Generic Emotional Appeals –Personal Stage of Feelings: Safety, Security, Love, Comfort, Happiness, Excitement, Joy, Pride, Pleasure, Achievement, –Social-Based Feelings: Recognition, Status, Respect, Involvement, Approval etc. Combining Rational and Emotional Appeals

Advertising Execution Straight-sell or factual message Scientific/technical evidence Demonstration Comparison Testimonials Slice of life Animation Personality symbol Fantasy Dramatization Humor Combinations

Special Message Strategies: Unique Selling Proposition Superiority claims based on unique physical feature or benefit of product Most useful when point of difference cannot be readily matched by competitors, i.e. product has unique characteristic or can uniquely satisfy need

Special Message Strategies: Consumer Benefit

Special Message Strategies: Promise

Special Message Strategies: Brand Image

Developing and Managing the Advertising Campaign Developing media strategy involves: –Selecting media and vehicles –Deciding on reach, frequency, and impact –Determining media timing –Deciding on media budget allocation The Five Ms of Advertising Mission Money Message Media Measurement

Developing and Managing the Advertising Campaign Evaluating advertising effectiveness –Communication-effect research –Sales-effect research The Five Ms of Advertising Mission Money Message Media Measurement

Evaluating Your Advertising – Is It… Focused on your message, your USP? Geared to key benefits? Consistent with your business? Clear, understandable? Attention-getting, unique? Timely? Realistic, deliverable? Is it bringing in customers? Is it bringing in inquiries?

Advertising Campaign Example Darüşşafaka Eğitim Kurumları (Darüşşafaka Education Institute) Aims: To create awareness about ‘Darüşşafaka Eğitim Kurumları’ by emotional ways and to motivate people for donation. To explain that the institute is not only a social help institutition, but also a place which provides qualified education for orphan and skilled children.

Advertising Campaign Example Target Audience: Individuals who are volunteers for donation and think that Turkey will be more modern with the good educated generations. Media: TV, outdoor, print, cinema Executions:

Advertising Campaign Example Results: Donations(TL) Individual: Institutional: Total:

Advertising Campaign Example Altınyunus Hotel in Çeşme Problem: Altınyunus Hotel cannot fill its rooms although it has potential. Available hotel guests are not spending extra money at the hotel. Solution: The agency identified that average age of hotel guests are high (45). More young guests should be attracted to the hotel.

Advertisings

Advertising Campaign Example Results: The average age of the hotel guests decreased from 45 to 35! Hotel’s capacity is used more.