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

Categorizations of Advertising

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

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.

Advertising Management

Defining the Target Audience

Defining Advertising Objectives

Setting the Advertising Budget

Developing a Creative Strategy

Evaluating Effectiveness

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

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

Setting the Budget Judgment

Approaches Arbitrary Allocation % of Sales All You Can Afford

Data Oriented Approaches Competitive Parity Objective and Task Experimentation Modeling

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

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

Creating the AD Elements

Good Advertising includes relevance, surprise and emotion

AIDA attention interest desire action

Providing Technical Direction

Layout Design Storyboard

Development Brainstorming

Selecting the Mediums Traditional Options

TV, radio, magazines, newspapers Alternative Options

Directory Advertising Corporate or professional magazines Specialty Advertising

Some Pros and Cons 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

More Pros and Cons 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!!

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?