© 2009 South-Western, Cengage LearningMARKETINGMARKETING

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Chapter 16

BE CREATIVEBE CREATIVEWITH ADVERTISINGWITH ADVERTISING

16-1 What Is Advertising?

16-2 Advertising Planning

16-3 Advertising Execution and Evaluation

CHAPTER

16

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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?

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 16

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WHAT IS ADVERTISING?

GOALSGOALSDefine product advertising and brand

advertising and distinguish between the two types.

Describe the major roles at the an advertising agency.

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Two Approaches to Advertising

Product advertisingBrand advertising

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The Advertising Agency

Specializes in creating advertisingMajor roles at the an advertising agency

Account executiveAccount plannerMedia plannerArt directorCopywriterCreative directorProducer

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 16

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ADVERTISING PLANNING

GOALSGOALSDescribe 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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The Planning Process

Set objectivesDetermine the budget

What you can affordPercentage of salesCompetition matchingObjective and task

Develop the creative strategy

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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

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 16

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Select the Media

CostReachFrequencyLead timeCreative, brand, and corporate fit

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Advantages and Disadvantages of Major Advertising Media

Radio Highly mobileRelatively low costShort lead timeHighly segmented

markets

Message limited to audio

Strong potential for interference from other

sources

Television Reaches large audiences

Low cost per viewerHas emotional impactHighly segmented

markets

High total costLong lead timeStrong potential for

interference from other

sources

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 16

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Advantages and Disadvantages of Major Advertising Media

Direct Mail Highly segmentedEasy to measure

effectivenessStimulates actionHidden from

competition

Often considered junk mail

Expensive

Outdoor Low costHigh visibilityShort lead time

Increasingly regulatedMessage length is

limitedStrong potential for

interference from other

sources

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 16

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Advantages and Disadvantages of Major Advertising Media

Newspapers Short lead timeLarge circulationCan carry response

vehicles (coupons)Inexpensive

Lower print qualityShort lifeLimited segmentationHigh clutter

(competing ads)

Magazines Long life spanCan carry response

vehicles (coupons,response cards)High pass-along rateHighly segmented

High costLong lead time

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 16

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Advantages and Disadvantages of Major Advertising Media

Internet Highly targetedInstantly measurableBuilt-in response

vehiclesInteractive

Limited audienceHigh clutter

(competing ads)Security and privacy

concerns

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Questions to ConsiderWhen Selecting Media

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?

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?

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 16

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Questions to ConsiderWhen Selecting Media

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?

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?

© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 16

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ADVERTISING EXECUTIONAND EVALUATION

GOALSGOALSName 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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Creative FormatsMusicalDramatizationTestimonialComedy Image advertisingProduct demonstrationCompetitive

The creative concepts

Creative Development

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Production

Strategic BriefCreative DevelopmentClient PresentationCreative Research ProductionClient PresentationAdvertising Runs

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Gauging Advertising Effectiveness

Quantitative researchQualitative research

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Regulating Advertising

Government regulationNetwork regulationRegulatory boardCompetitive regulationCorrective action

Cease-and-desist ordercorrective adsfine