class notes
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notesTRANSCRIPT
+IRB Certificate
For your Case Analysis, Mini Campaign, and Final Campaign, you must be IRB certified.
Here’s the link to the LSU IRB website: http://sites01.lsu.edu/wp/ored/institutional-revie
w-board/irb-researchers/ When you are on the website, click “
Hum an Subjects Training ” to locate your certificate (if you are certified already) or to register/complete the IRB course (if you haven’t done it). The website says it takes about 3 hours to complete the course.
Submit your IRB Certificate by September 12
+
What is Advertising?Advertising ProceduresMarket AnalysisAdvertising AgencyAd Agency PeopleCase Analysis – ReviewCase Analysis – Agency/Group
Selection
Today’s Agenda
+What Is Advertising?
Any Paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor To be considered advertising, communication
should have the following characteristics: “Paid for” – the space or time for an ad message
generally must be bought “Non-personal” – Delivered through mass media “Identified sponsor”- whose paying and what
for “Intention to persuade” Please do not use mediums
5
+Advertising Campaigns?
Series of coordinated advertisements (and other promotional efforts) that communicate a reasonably cohesive and integrated theme
+Key Players
Marketers/Advertisers or manufacturers (brand management)
Media (e.g., TV, print, Internet)
Advertising agencies
contractors/SuppliersResearch firms, production houses, etc
Target Audience
+Advertising Audience & Target Audience
Advertising Audience “a group of individuals who receive and interpret
messages sent from advertisers through mass media”
Target Audience “a particular group of consumers singled out for
an advertisement or campaign” When you use composition you can see the
importance of target audience Media Vehicle users; are bigger (ex. Super Bowl audience > Ad audience>Target audience
+Audience Geography
Global Advertising National Advertising Regional Advertising Local Advertising
Co-op Advertising– national/global advertisers and local sales outlets (e.g., car dealers) National manufactures sold locally
+
Advertising Procedures
Types of research?Obj. (marketing…)Adv. In special eventsPositioningCreative strategyMedia planningCrisis managementEvolution
+ Advertising Plan Procedure
Marketing Problem
Media Planning
Situation Analysis
Marketing Strategy
Creative Strategy
+Marketing Problems
Marketing 4Ps Product, price, Place, Promotion
Marketing problems Declining sales in BR Competitor’s new brand in BR market Customers’ brand switching Severe competition or dominant
competitor in a new market
+Advertising Procedure Situation Analysis
Identify the details of the problem Get a bird’s-eye view Market, competitors, technology E.g., how to increase sales volume? Try to find the solution
Marketing Strategy State Marketing Objectives Spell out the actions to accomplish those
objectives
+Advertising Procedure
Creative Strategy What is to be communicated? How it will be executed? What copy will be used to communicate the
message Whether creative strategy affect overall
media planning decisions E.g., How to say?
+Advertising Procedure
Media planning Sets the tone and guides the direction the
media decisions will follow Media Objectives ->> Strategy ->> Tactics 5 National tv stations: CW, ABC, NBC, cbs ,
fox National new papers 3
Ny times, USA Today, The Wall Street Journal
BDI: Brand development index
+Market Analysis
Key questions
To whom shall we advertise? What internal and external factors may
influence the effectiveness of advertising campaign?
Where and when should we focus our efforts?
Reach (how many target audiences) and frequency (how often)?
+To Whom Shall We Advertise?
Target Selection
How do we find out our target market? Situation Analysis Client Account Planner Marketing department Primary and Secondary Research
+What Internal & External Factors Are Operating?Internal factors- you can control
Product, brand, company reputation, CEO image Media budget, managerial and administrative
capabilities, the organization of the agency
External- something we cannot control Economy Technology Competitions …
+Where to Advertise?
Geographic considerations Advertise wherever the brand is distributed Force distribution by creating a demand for
a brand through advertising even though the brand is not yet distributed
Is it better to advertise in geographic markets …where sales have been good? (defensive
strategy)or where sales have been poor…but there is
potential? (offensive strategy)
+Where to Advertise?
Defensive Strategy Advertise where sales have been good
“It is always good sense to fish where the fish are”
Have sales in the good markets been fully exploited?
Is advertisers missing productive new markets by placing most advertising in the best markets?
Minimize risk and maximize potential
+Where to Advertise?
Offensive Strategy Advertise where a brand’s sales are
low The risks must be carefully weighed
Think why? Distribution? Insufficient ad expenditures? Some other reasons? Can these problems be corrected?
+When to Advertise?
Depend on a number of important considerations
when sales are greatest or lowest Budget Constraints When Competitors advertise Availability of the product Promotional Requirements
+Reach and Frequency
Reach Refers to how many different people are
exposed to a vehicle at least once Frequency
Refers to how often they are reached in a given period (often four weeks)
# of times exposed to the media vehicle not necessarily to the ad itself
Inverse relationship b/w R&F within fixed GRPs They usually must trade off reach and
frequency in a fixed GRPs
+Reach and Frequency
Reach Weighting Whenever anything New is being
planned E.g., new distribution, new features of a
product, new packaging, new models
Frequency Weighting Whenever repetition is the key selling
strategy To compete in a highly competitive market When a brand is sold frequently
+Advertising Agency
“… an organization of professionals who provide creative and business services to clients related to planning, preparing, and placing advertisements ...”
+Ad Agency
Full-service ad agency
Account management services Marketing research services Creative and production services Media Planning Services Administrative services
+Specialized Ad Agencies
Specialized ad agencies Creative Boutique: Ad effectiveness
depends on originality in concept, design, and writing
Media Buying Service: Provide clients and agencies with detailed analysis of the media buy
Interactive (Social networking) agencies: Growth of the Internet and the heightened interest in IMC
+Other External Facilitators
Marketing & advertising research firms
Consultants: Creative, media, database
Production facilitators
Software firms: web tracking
+Agency Compensation
Commissions Around 15%
Markup Charges Production cost + fixed % (15% to 20%)
Fee System Hourly rates or by project
Pay-for-results Specified objectives More advertising agencies are using fee based
+Account Management/Planning
Account Manager (AM) or Account Executive (AE)
Leader of account teamDeals directly with clientMarketing consultant
+Creative and Production
Copy Writer and Graphic Designer
Develop ideas and create ads
Creative director (CD) Leader of creative team(s)
+
Advertising CreativeArt Director
Person most responsible for the graphic image of the ad.
Makes decisions about using art or photography in print.
Copywriter Person who shapes and sculpts the
words in an ad.
+Advertising Research
Marketing/Advertising Research department
Conduct various marketing research and collect primary data
More data are generated by other market research suppliers (secondary data)Nielsen ratingsCensusChoices 3/ Simmons one View
+Media Planning
Media Planner
Plan timing and placement of advertising Responsible for working with creative teams
and account planners in finding efficient ways to get the right message to the right people at the right time
+Administrative Services
Traffic manager Serve as a traffic cop for projects in agency Make sure projects are moving as planned Typically, intro position
+Next Classes – September 1 – 10 September 1
Advertising Research Overview & Target Selection Read – Glidden case study
September 3 Secondary Data Analysis and Text Mining in
Advertising* (Guest Lecture) September 8
Setting Objectives and Consumer Behavior Read – Glidden case study
September 10 Sports Marketing & Advertising in Super Bowl
[DUE: IRB Certificate] Group selection (mini campaign) Read – Glidden case study