1. BE CREATIVE WITH ADVERTISING
CHAPTER 16
5/22/2018
CHAPTER 16
BE CREATIVE WITH ADVERTISING
16-1 What Is Advertising?
16-2 Advertising Planning
16-3 Advertising Execution and Evaluation
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2. Chapter 16 Focus Questions:
Advertising is capable of communicating messages in many different ways, sometimes several messages at once. In this Winterfresh ad, the main message is communicated visually. What is the main message?
How does it make you feel?
Does it make you want to try Winterfresh gum?
©WINTERFRESH POLAR ICE
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3. 16-1 WHAT IS ADVERTISING? GOALS
Define product advertising and brand advertising and distinguish between the two types.
Describe the major roles at the an advertising agency.
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4. Two Approaches to Advertising
Product advertising
Brand advertising
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5. The Advertising Agency
Specializes in creating advertising
Major roles at the an advertising agency
Account executive
Account planner
Media planner
Art director
Copywriter
Creative director
Producer
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6. 16-2 ADVERTISING PLANNING GOALS
Describe the process of setting objectives, determining the budget, and developing the creative strategy.
Describe the different types of media and the factors that must be considered when selecting which media to use.
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7. The Planning Process Set objectives Determine the budget
What you can afford
Percentage of sales
Competition matching
Objective and task
Develop the creative strategy
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8. Advertising Objective
Elements
Plan for Seaside Resorts
Sales Objective
Increase reserved summer rentals by 10% by February 15
Communication
Make reservations by February 15 and save $100 off the weekly rate
Target Market
Families living in California who spend one week or more at the beach every year
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9. Select the Media Cost Reach Frequency Lead time
Creative, brand, and corporate fit
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10. Advantages and Disadvantages of Major Advertising Media
Television
Reaches large audiences
Low cost per viewer
Has emotional impact
Highly segmented markets
High total cost
Long lead time
Strong potential for interference from other
sources
Radio
Highly mobile
Relatively low cost
Short lead time
Highly segmented markets
Message limited to audio
Strong potential for interference from other
sources
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11. Advantages and Disadvantages of Major Advertising Media
Outdoor
Low cost
High visibility
Short lead time
Increasingly regulated
Message length is limited
Strong potential for interference from other
sources
Direct Mail
Highly segmented
Easy to measure effectiveness
Stimulates action
Hidden from competition
Often considered junk mail
Expensive
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12. Advantages and Disadvantages of Major Advertising Media
Magazines
Long life span
Can carry response vehicles (coupons,
response cards)
High pass-along rate
Highly segmented
High cost
Long lead time
Newspapers
Short lead time
Large circulation
Can carry response vehicles (coupons)
Inexpensive
Lower print quality
Short life
Limited segmentation
High clutter (competing ads)
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13. Advantages and Disadvantages of Major Advertising Media
Internet
Highly targeted
Instantly measurable
Built-in response vehicles
Interactive
Limited audience
High clutter (competing ads)
Security and privacy concerns
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14. Questions to Consider When Selecting Media
Cost
What is the total cost of the medium?
What is the cost per viewer?
Does the cost fit into the advertising budget?
Is it the most effective use of advertising dollars?
Reach
What is the overall circulation or viewership?
Will it reach the target audience?
Is there a strong pass-along rate?
Frequency
How often will the target audience see the advertising message?
How many viewings does it take for the message to “stick”?
After how many viewings does “wear-out” occur?
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15. Questions to Consider When Selecting Media
Lead Time
How long before running the advertising does the medium outlet require
the ad materials?
How flexible is this medium?
Can the ad materials be ready by the medium’s deadline?
Creative, Brand, and
Corporate Fit
Does the medium fit the message?
Is the medium a good fit for the brand?
Does the medium fit the company philosophy?
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16. ADVERTISING EXECUTION AND EVALUATION
16-3
ADVERTISING EXECUTION AND EVALUATION
GOALS
Name common creative advertising formats.
Explain what happens during the production phase of the advertising process.
Differentiate between quantitative and qualitative research.
Name the four types of advertising regulation.
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17. Creative Development Creative Formats The creative concepts Chapter 16
Musical
Dramatization
Testimonial
Comedy
Image advertising
Product demonstration
Competitive
The creative concepts
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18. Production Strategic Brief Creative Development Client Presentation
Creative Research
Production
Advertising Runs
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19. Gauging Advertising Effectiveness
Quantitative research
Qualitative research
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20. Regulating Advertising
Government regulation
Network regulation
Regulatory board
Competitive regulation
Corrective action
Cease-and-desist order
corrective ads
fine
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