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Advertising

Advertising. The Great Diversifier of Modern Products. Advertising. paid nonpersonal communication mass media about any good, service, idea, individual by an identified sponsor. Primary Objectives. to persuade to remind to inform. Product Advertising

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Advertising

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  1. Advertising The Great Diversifier of Modern Products

  2. Advertising • paid • nonpersonal communication • mass media • about any good, service, idea, individual • by an identified sponsor

  3. Primary Objectives • to persuade • to remind • to inform

  4. Product Advertising promotion that focuses on selling specifically identified goods and services competitive, pioneering (primary demand), reminder Institutional Advertising focuses on the image of a product category or organization rather than the brand advocacy, competitive institutional, reminder Categorizations of Advertising

  5. Cooperative Advertising • promotion in which the manufacturer share part of the local retailer’s cost of advertising the manufacturer’s product • example: the weekly supplements in the Sunday paper that advertise sales promotions for local retailers.

  6. Advertising Management • Defining the Target Audience • Defining Advertising Objectives • Setting the Advertising Budget • Developing a Creative Strategy • Evaluating Effectiveness

  7. Target Audiences • who am I directing the campaign towards? • relies on segmentation and positioning strategies • builds off product strategies - what needs am I fulfilling and how do I optimally communicate with these consumers

  8. Advertising Objectives • Develop as a result of the marketing plan • must be measurable and specific • generally reflect communication objectives but can be stated in terms of sales

  9. Judgment Approaches Arbitrary Allocation % of Sales All You Can Afford Data Oriented Approaches Competitive Parity Objective and Task Experimentation Modeling Setting the Budget

  10. Developing a Creative Strategy • What’s the Idea I Want to Communicate • Is my customer cognitive or feeling? • Cognitive • product attribute claims • pricing • Feeling • sex • music • celebrities

  11. Execution of the Message • What is my BIG IDEA? • Can revolve around a slogan • ties to cognitive vs. feeling • in other words - product or consumer oriented appeals

  12. Creating the AD Elements • Good Advertising includes relevance, surprise and emotion • AIDA • attention • interest • desire • action

  13. Providing Technical Direction • Layout Design • Storyboard Development • Brainstorming

  14. Selecting the Mediums • Traditional Options • TV, radio, magazines, newspapers • Alternative Options • Directory Advertising • Corporate or professional magazines • Specialty Advertising

  15. Television broad reach cost hinders frequency emotion demonstration interaction of sight and sound Radio no visuals local DJs effective spokespersons targetability of audiences affordable distracted audience Some Pros and Cons

  16. Newspapers not effective with youth and elderly photos hard high levels of credibility leading local medium short life span Magazines highest quality reproductions targeted audiences high credibility high CPM long lead times CLUTTER!! More Pros and Cons

  17. Evaluating Effectiveness • Did I achieve my Objectives? • Was the campaign synergistic across all areas of promotion? • Which ads worked better? print, humor, etc. • Which mediums delivered? • Where do I go from here?

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