1. ADVERTISING CAMPAIGNS

2. Learning Goals Describe the goals of advertising.
Explain the steps for developing a successful advertising campaign.

3. Key Terms
advertising campaign lead time reach frequency pretesting posttesting

5. What Is Advertising?
Advertising is any nonpersonal communication paid for by an identified sponsor
Advertising can change beliefs and attitudes about products and help people make buying decisions; may create positive or negative feelings about a product or a company
Learning Goal #1
Main purpose of advertising is to persuade receivers to buy a product or accept an idea
Can also inform customers about product and services and remind them to take action

6. Develop a Successful Advertising Campaign
An advertising campaign is a coordinated series of linked ads with a single idea or theme; media used depends on the product and target market

7. Develop a Successful Advertising Campaign

8. Brainstorm with the person next to you to come up with three well-known advertising campaigns

9. Develop a Successful Advertising Campaign (Continued)
Learning Goal #2
Set campaign goals: should be measurable
Select the target audience: gather data about the target customers and how to reach them
Establish the budget: set the budget before choosing the media
Identify the media: based on budget, lead time, reach, and frequency

10. Develop a Successful Advertising Campaign (Continued)
Learning Goal #2
Budget: cost of ad campaign
Full page magazine ad: $50,000
Newspaper ad: $1,500 - $20,000
Digital ad: $200 - $8,000
Local TV commercial: $500-$1,500
National TV commercial: $350,000+
Radio commercials: $400-$5,000
Outdoor/Billboads:$3,500 & up

11. Develop a Successful Advertising Campaign (Continued)
Learning Goal #2
Lead Time: time between reserving the ad space and when it actually runs
TV, Magazines and Outdoor (month plus)
Digital – 2 weeks
Local newspaper, Radio only 48 hrs
Reach: # of viewers expected to see/hear ad
Frequency: # of times ad appears before customers

12. Develop a Successful Advertising Campaign (Continued)
Learning Goal #2
Create the message: unique selling proposition (USP) should be at the heart of the campaign
Price, features, benefits, new items, location, hours

13. Develop a Successful Advertising Campaign (Continued)
Learning Goal #2
Measure the responses: measurement method depends on media used
Pretesting: measures the effectiveness of an ad before it is seen by the general public (focus groups or interviews
Posttesting: measures changed in brand awareness or attitudes toward the brand after a campaign

14. Develop a Successful Advertising Campaign (Continued)
Learning Goal #2
Evaluate results: how to measure Return on Marketing Investment (ROMI)
New-customer metrics: market share, cost of acquiring new customers, brand awareness
Customer-retention metrics: customer retention or abandonment rates, return visits, likelihood to refer brand
Product metrics: customer satisfaction, first-time user satisfaction

15. Develop a Successful Advertising Campaign (Continued)

16. Young people, who were using iPods and iTunes refers to which step in the development process?
Persuade
Inform
Remind
Why?

17. Sales increased 27% year over year refers to which step(s) in the development process
The man your man could smell like refers to which step(s) in the development process?
Persuade
Inform
Remind
Why?

18. Mobile apps, iTunes, YouTube, refers to which step(s) in the development process
Persuade
Inform
Remind
Why?

19. Izzy’s has limited advertising funds, refers to which step(s) in the development process
Persuade
Inform
Remind
Why?