advertising direct marketing. u.s. advertising expenditures ($ millions)
TRANSCRIPT
Advertising Direct Marketing
U.S. advertising expenditures ($ millions)U.S. advertising expenditures ($ millions)
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)
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
Alternative structures of advertising agencies used to Alternative structures of advertising agencies used to carry out the advertising programcarry out the advertising program
The Body of Campaign Creation
• Account management (soul)
• Creative services (heart)
• Research and marketing services (brains)
• Media planning (legs)
Developing the Campaign
Identify the Target Market
Establish Objectives: Message and Budget
Design Ad Campaign
Pretest Campaign
Choose Media and Schedule
Who is the Target Market?
Successful campaignsspeak to the target audience.
Establish Objectives
• Message goals (adverbials)
• Budget– Comparative parity– % sales– Objective-Task– All you can afford
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
Advertising Appeals
• Reasons Why (USP)
• Comparative Advertising
• Demonstration
• Testimonial
• Slice-of-Life
• Lifestyle
• Fear
• Sex
• Humor
• Slogans and Jingles
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 _____
Pretest What Will Be Said
• Copy testing measures ad effectiveness– Concept testing– Test commercials (with animatics or
storyboards)– Finished testing
Pretesting – Finished Testing
• Jury Tests
• Theater Tests
• Portfolio Tests
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
Television
• Pros– 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
Radio
• Pros– 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
Newspapers
• 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
• Cons– Most don’t spend much
time reading newspapers
– Low readership among teens and young adults
– Short life span
– Very cluttered
Magazines
• 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
• Cons– With exception of direct
mail, the most expensive form
– Long deadlines
– Must use several magazines to reach target
Outdoor
• Pros– Very high reach
– Low cost
– Good for supplementing other media
• Cons– Hard to communicate
complex messages
– Cannot demonstrate product effectiveness
– Controversial and disliked
Out-of-Home Media
Billboards provide reach and grab attention!
Direct Response
• Pros– Ads can target extremely
narrow audiences
– Messages can be timed
– Easy to measure effectiveness
• Cons– High cost per exposure
– Target lists must be constantly updated
– Ads lack credibility among many consumers
Innovative Media
• Place-based media - transmit messages in public places
• Guerilla marketing - use unconventional locations and intensive word-of-mouth campaigns to push products
Internet Advertising
• Banners
• Buttons
• Sponsorships
• Search engine and directory listings
• Pop-up ads
• Email– permission
marketing– spamming
• Web site design
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
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
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
Media Schedule
Evaluating Advertising
• Posttesting means conducting research on consumers’ responses to advertising messages they have seen or heard– unaided recall– aided recall– attitudinal measures
Evaluating Advertising
• Post testing the advertising– Aided Recall (Recognition-Readership)– Unaided Recall– Attitude Tests– Inquiry Tests– Sales Tests
• Making needed changes (feedback)
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
Forms of Direct Marketing• Mail order
– Catalogs– Direct mail
• Telemarketing• Multilevel sales• Direct response television
– Infomercials– Home shopping networks
M-Commerce
• Promotional activities transmitted over mobile phones and other mobile devices such as personal digital assistants (PDAs)– Prevalent in Europe and Asia