1. Advertising Direct Marketing

2. U.S. advertising expenditures ($ millions)

3. Types of Advertising
Product advertising - message focuses on a specific product
Institutional advertising - message focuses on activities, personality, or point of view of a company
advocacy advertising
public service advertisements (PSAs)

4. Who Does Advertising?
An advertising campaign is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time
Agencies
limited-service
full-service

5. Alternative structures of advertising agencies used to carry out the advertising program

6. The Body of Campaign Creation
Account management (soul)
Creative services (heart)
Research and marketing services (brains)
Media planning (legs)

7. Developing the Campaign
Identify the Target Market
Establish Objectives:
Message and Budget
Design Ad Campaign
Pretest Campaign
Choose Media and Schedule

8. Who is the Target Market?
Successful
campaigns
speak to the
target audience.

9. Establish Objectives Message goals (adverbials) Budget
Comparative parity
% sales
Objective-Task
All you can afford

10. Design the Ad
Creative strategy is the process that turns a concept into an advertisement
Creatives try to develop a “big idea”
Creatives:
art directors
copywriters
photographers

11. Advertising Appeals Reasons Why (USP) Comparative Advertising
Demonstration
Testimonial
Slice-of-Life
Lifestyle
Fear
Sex
Humor
Slogans and Jingles

12. Name that Brand! Double your pleasure, double your fun
Good to the last drop
My bologna has a first name….
I’d like to buy the world a _____

13. Pretest What Will Be Said
Copy testing measures ad effectiveness
Concept testing
Test commercials (with animatics or storyboards)
Finished testing

14. Pretesting – Finished Testing
Jury Tests
Theater Tests
Portfolio Tests

15. Choose the Media
Media planning is a problem-solving process for getting a message to a target audience in the most effective fashion
Where to say it
When to say it

16. Television Pros Cons Creative and flexible Prestigious
High impact messages
Network TV is cost effective for reaching mass audience
Cable TV is good for reaching targeted group
Cons
Quickly forgotten
Requires frequent repetition
Increasingly fragmented audiences
High costs on an absolute basis
Shorter ads result in increased clutter

17. Radio Pros Cons Good for selective targeting Heard out of home
Relatively low cost
Can be modified quickly
Uses listener imagination
Cons
Listeners may not pay full attention
Small audiences mean ads must be repeated frequently
Not appropriate for products requiring demonstration

18. Newspapers Pros Cons Wide exposure and extensive market coverage
Most don’t spend much time reading newspapers
Low readership among teens and young adults
Short life span
Very cluttered
Pros
Wide exposure and extensive market coverage
Flexible format permits use of color, different sizes and editions
Useful for comparison shopping
Local retailers can tie in with national ads

19. Magazines
Cons
With exception of direct mail, the most expensive form
Long deadlines
Must use several magazines to reach target
Pros
Narrowly targeted audiences by specialized magazines
High credibility and interest level provide good ad environment
Long life span and pass along rate
Excellent visual quality

20. Outdoor Cons Pros Hard to communicate complex messages Very high reach
Cannot demonstrate product effectiveness
Controversial and disliked
Pros
Very high reach
Low cost
Good for supplementing other media

21. Out-of-Home Media
Billboards provide reach and grab attention!

22. Direct Response Cons Pros High cost per exposure
Target lists must be constantly updated
Ads lack credibility among many consumers
Pros
Ads can target extremely narrow audiences
Messages can be timed
Easy to measure effectiveness

23. Innovative Media
Place-based media - transmit messages in public places
Guerilla marketing - use unconventional locations and intensive word-of-mouth campaigns to push products

24. Internet Advertising Banners Buttons Sponsorships
Search engine and directory listings
Pop-up ads
permission marketing
spamming
Web site design

25. Media Scheduling
Specifies the exact media to use for the campaign, when and how often the message should appear
Outlines the planner’s best estimate of which media and vehicles will be most effective in attaining campaign objectives

26. Factors Affecting Media Scheduling
Target market profile
People reached by different vehicles
Advertising patterns of competitors
Capability of medium to convey desired information
Compatibility of product with editorial content

28. Media Scheduling: How Often?
Continuous - steady stream throughout year
Pulsing - varies amount of advertising based on when product is in demand (e.g., suntan lotion)
Flighting - advertising appears in short, intense bursts alternative with period of little to no activity

29. Media Schedule

30. Evaluating Advertising
Posttesting means conducting research on consumers’ responses to advertising messages they have seen or heard
unaided recall
aided recall
attitudinal measures

31. Evaluating Advertising
Post testing the advertising
Aided Recall (Recognition-Readership)
Unaided Recall
Attitude Tests
Inquiry Tests
Sales Tests
Making needed changes (feedback)

32. Direct Marketing
Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product

33. Forms of Direct Marketing
Mail order
Catalogs
Direct mail
Telemarketing
Multilevel sales
Direct response television
Infomercials
Home shopping networks

34. M-Commerce
Promotional activities transmitted over mobile phones and other mobile devices such as personal digital assistants (PDAs)
Prevalent in Europe and Asia