Advertising

• Most average commercials are approximately 30 seconds long, but some can be much shorter at around 15 seconds.

• The companies make them short because they don’t want the viewers to get bored. Also commercials cost a lot to make so they want it short.

• Propaganda is when a group or person advertises something that isn’t true. This is used to influence the way people think.

• Advertising targets young people because they are more sensitive than adults about what they wear and use.

• If they see their friends using or wearing a product they might be more interested in getting it. Some teens watch more T.V and use the computer a lot which will open them up to more advertising.

Advertising Techniques

• Did you know that you’ll watch an average of 22,000 hours of television before graduating from high school?

Star Power

• Sports heroes are used in commercials to tell kids what to wear and what to eat. The children or teens will see their idols eating or using the product and want it. This way they think they will become like their hero.

• Example: Lebron James is a spokesman for Sprite.

Cartoon characters

• The cartoon characters make it easy for the kids to identify the product as they see them of television. So they want the product because they like Ninja Turtles.

• Example: the Ninja Turtles selling pizza.

Put Downs

• Advertisers often put down other products to make their product seem better.

• Example: Advil, they say that it’s 10 times better than Tylenol.

Classical Music

• It makes the product sound more classy than it really is. Classical music is associated with lots of money- rich people and so Hondas are associated with being rich.

• Example: Expensive cars such as Honda and nice wines.

Bandwagon

• Companies make you think that you will be left behind and everybody has the product so they are telling you if you don’t you are a loser.

• Example: In their commercial, Nokia telephones show a whole bunch of people walking around using their phones

Facts and Figures

• When companies use facts and figures to support your product.

• Example: Subway advertised that a man named Jared lost 103 pounds by eating only Subway.

Implications of marketing

• Who are our existing / potential customers?

• What are their current / future needs?

• How can we satisfy these needs?• Can we offer a product/ service that the customer

would value?• Can we communicate with our customers?• Can we deliver a competitive product of service?

The marketing concept

• choosing and targeting appropriate customers

• positioning your offering

• interacting with those customers

• controlling the marketing effort

• continuity of performance

Successful marketing requires:

• Profitable

• Offensive (rather than defensive)

• Integrated

• Strategic (is future orientated)

• Effective (gets results) Hugh Davidson 1972

Marketing management process

• Analysis/Audit - where are we now?

• Objectives - where do we want to be?

• Strategies - which way is best?

• Tactics - how do we get there?

• (Implementation - Getting there!)

• Control - Ensuring arrival

Why is marketing planning necessary?

• Systematic futuristic thinking by management

• better co-ordination of a company’s efforts

• development of performance standards for control

• sharpening of objectives and policies

• better prepare for sudden developments

The Marketing Research ProcessSet objectives

Define research Problem

Assess the value of the research

Construct a research proposal

Specify data collection method

Specify techniques of measurement

Select the sample

Data collection

Analysis of results

Present in a final report

Terminology of Marketing Research

• Primary data - collected firsthand

• Secondary data - already exists, desk research

• Quantitative research - statistical basis

• Qualitative research - subjective and personal

• sampling - studying part of a ‘population’ to learn about the whole

Marketing Research Techniques

• Interviews• face-to-face• telephone• postal questionnaire

• Attitude measurement• cognitive component (know/believe about an

act/object)• affective component (feel about an act/object)• cognitive component (behave towards an object or

act)

• Likert scale• strongly agree• agree• neither agree nor disagree• disagree• strongly disagree

• Semantic differential scales - differences between words e.g. practical v impractical

• Projective techniques• sentence completion• psychodrama (yourself as a product)• friendly martian (what someone else might do)

• Group discussion and focus group• Postal research questionnaires• Diary panels - sources of continuous data• In-home scanning - hand-held light pen to

scan barcodes• Telephone research• Observation

• home audit

• direct observation

• In-store testing

What is MKIS?

‘MKIS (MIS) is a set of procedures and methods for the regular, planned

collection, analysis and presentation of information for use in marketing decisions’

American Marketing Association

Demographic Factors

• Age

• Stage in family life cycle

• Occupation

• Economic circumstances

• Lifestyle

• social influence variables• family background• reference groups• roles and status

The Consumer Buying Process

Consumer

Purchase Decisions

Product Choice

Location Choice

Brand Choice

Other Choices

Psychological Inputs

Culture

Attitude

Learning

Perception

Based on Cohen (1991)

Marketing Inputs

Product

Price

Promotion

Place

Maslow’s Hierarchy of Needs

Physiological

Safety

Social

Esteem

Self Actualisation

The Promotional Message

Grab ATTENTION

Excite INTEREST

Create DESIRE

Prompt ACTION

AIDA

• Clearly define your business strategy and objectives– An agency is there to creatively

communicate and execute your plan.

WHERE TO BEGIN

“Even the most accurate rifle can’t hit the target if it’s aimed in the

wrong direction.”

• Full service agencies– Small and large

• Design firms and graphic studios• Media-buying services• Internet agencies• Public relations firms

WHAT ARE YOUR OPTIONS?

MEDIA QUIZ

QUESTION:Using the same television budget…

Do you reach more people in the FALL or in the SUMMER?

MEDIA QUIZ

ANSWER:Actually, you can reach the same

number of people in either season, but you need to buy different

programming.

MEDIA QUIZ

QUESTION:Who is the least expensive

demographic to reach, based on age and sex?

MEDIA QUIZ

ANSWER:Senior-aged females.

MEDIA QUIZ

QUESTION:Who is the most expensive

demographic to reach?

MEDIA QUIZ

ANSWER:Males, age 18-34.

MEDIA QUIZ

QUESTION:How much copy should you include on

outdoor advertising?

MEDIA QUIZ

ANSWER:Seven words, maximum.

The 5 Principles

#1 – Encourage the Visuals to

• Avoid Monochromatic Images

• Be Visually Aggressive(Don’t Pull Back)

• Heighten Contrast

Observations Ads emphasizing the contrast between foreground and background are those that

very often attract the most attention and earn high Noted scores.

The inverse is also true: Monochromatic ads, which by their nature are low in contrast, tend to fare poorly both online and in print.

Ads that present the action (either words or images) coming toward the viewer fare better than those in which the action recedes to the back. Ads that appear to be literally “in your face,” are those that tend to attract attention.

#2 – Avoid Exaggerated Cartoons and “The Monty Python” Effect

Observations Ads with photographs have historically earned higher Noted scores than ads with

drawings.

Ads with exaggerated cartoons tend NOT to attract a great deal of attention either. In online advertising, where illustrations are much more the norm, there seems to be a particular attraction and appreciation for realistic presentations.

By the “Monty Python Effect” we refer to a creative device in which static images, often exaggerated drawings, float across a screen in a foreign (or visually incompatible) environment.

#3 – Beat ’em Up…With Benefits: Testimonials are Particularly Effective

Observations Remember that the consumer’s most pressing question is, “What’s in it for me?”

Many of the highest scoring ads display the benefits – very often in the forms of testimonials from third-party sources – very clearly and powerfully.

Offering benefits – like price information, new features, quotations extolling the virtues of a product will not do any harm, and for lesser known products, may be the difference between advertising success and failure.

#5 – Give Them Something to Look at Focal Points and Holistic Images are Important

Observations The eye wants to see and to see clearly.

Ads that do not have a clear focal point – a single element that stands out and holds the reader’s attention – tend to earn lower than average Noted scores.

Images that are severely cropped earn Noted scores that are lower than those featuring the primary object of the camera in toto.

Images that move too quickly or fade in and out too rapidly leave the eye with not much to see – results are also low Noted scores.

#6 – Keep it Simple

Observations The more cluttered the ad, the lower the readership.

There are some busy online ads in this study that earned high scores, but it is notable that many of the top twenty ads are remarkable for their simplicity.

In this visual medium, it appears that an advertiser sometimes does not need too many bells and whistles.

An eye-filling picture is very often sufficient for the task of attracting a viewer’s attention.

Copy PlatformCopy Platform

• The theme that runs throughout the The theme that runs throughout the campaign.campaign.

• Will appear in all advertising.Will appear in all advertising.

• Reflects the positioning statement.Reflects the positioning statement.

• May be a slogan.May be a slogan.

Creative PlanningCreative Planning

• Spots have to “resonate” with the Spots have to “resonate” with the consumer.consumer.

• To make the consumer understand the To make the consumer understand the message – the advertiser must understand message – the advertiser must understand the consumer.the consumer.

• The first few seconds of the spot have to The first few seconds of the spot have to be powerful. Grab the attention.be powerful. Grab the attention.

• The Hook.The Hook.

Commercial formatsCommercial formats

• DramaticDramatic– Short playsShort plays

• Exposition – sets the stageExposition – sets the stage• Conflict – what’s the problem?Conflict – what’s the problem?• Rising action – complicationsRising action – complications• Climax – problem is solved – product is the heroClimax – problem is solved – product is the hero• Resolution – repeat the selling pointsResolution – repeat the selling points

Creative PlanningCreative Planning

• TestimonialTestimonial– Uses celebritiesUses celebrities– Phrased in the first person. Phrased in the first person. – ““I use the product…”I use the product…”

• Must be bona fide user of the productMust be bona fide user of the product• Average person must obtain same resultsAverage person must obtain same results• ““Experts” must be expertsExperts” must be experts• If organization – consensus must be reachedIf organization – consensus must be reached• Any material consideration must be revealed Any material consideration must be revealed

Creative PlanningCreative Planning

• SpokespersonSpokesperson– Common character or person in all adsCommon character or person in all ads– Does not claim to use productDoes not claim to use product– May be real or fictionalMay be real or fictional

• SymbolismSymbolism– When the product is difficult or impossible to When the product is difficult or impossible to

visualize or showvisualize or show

Creative PlanningCreative Planning

• Direct comparisonDirect comparison– Not before 1970 – used “Brand X”Not before 1970 – used “Brand X”– Heavily scrutinized Heavily scrutinized – Difference must be verifiableDifference must be verifiable– Superiority must be clearSuperiority must be clear– Reinforces brand loyaltyReinforces brand loyalty– Viewed negatively when brand leader uses Viewed negatively when brand leader uses

comparison against smaller brandscomparison against smaller brands– Consumer may remember wrong productConsumer may remember wrong product

Creative PlanningCreative Planning

• AppealsAppeals– Emotional appeals are stronger than logical Emotional appeals are stronger than logical

appealsappeals– Emotional appeals are related to Emotional appeals are related to

psychological needspsychological needs– Maslow’s hierarchy of needsMaslow’s hierarchy of needs

Emotional appealsEmotional appeals

• Security appealSecurity appeal– Safety and securitySafety and security– Medications, vitamins, etc.Medications, vitamins, etc.– Uses cognitive dissonanceUses cognitive dissonance– Threat or fear of bad breath, hair loss, dandruff, body Threat or fear of bad breath, hair loss, dandruff, body

odor, etc.odor, etc.

• Sex appealSex appeal– Using the product will attract the opposite sexUsing the product will attract the opposite sex

Emotional appealsEmotional appeals

• Love and sentimentLove and sentiment– Associated with a close and happy home lifeAssociated with a close and happy home life– Baby products, pet products, foods, cameras, Baby products, pet products, foods, cameras,

greeting cardsgreeting cards

• Humorous appealHumorous appeal– Very difficultVery difficult– Humor may obscure the messageHumor may obscure the message– If it’s not funny…If it’s not funny…

Emotional appealsEmotional appeals

• ConvenienceConvenience– Saves time and effortSaves time and effort– Even if two products are equal in quality, Even if two products are equal in quality,

price, etc. – convenience can sell one.price, etc. – convenience can sell one.

• CuriosityCuriosity– Appeals to our desire to explore the unkown Appeals to our desire to explore the unkown

or the unusualor the unusual

Emotional appealsEmotional appeals

• Ego appealEgo appeal– Desire for statusDesire for status– For comfort items, luxury items, big ticketFor comfort items, luxury items, big ticket– Credit cards, luxury cars, designer clothingCredit cards, luxury cars, designer clothing

• Hero worshipHero worship– Uses athletes, celebritiesUses athletes, celebrities– You will be like your hero, if you use the You will be like your hero, if you use the

productproduct

Emotional appealsEmotional appeals

• Sensory appealsSensory appeals– Appeal to one of the five sensesAppeal to one of the five senses

Commercial writingCommercial writing

• AttentionAttention

• Interest Interest

• DesireDesire

• ActionAction

Commercial writingCommercial writing

• Weasel wordsWeasel words– ““helps control dandruff with regular use”helps control dandruff with regular use”– ““leaves dishes virtually spotless”leaves dishes virtually spotless”– ““the lady has taste”the lady has taste”– ““Listerene fights bad breath”Listerene fights bad breath”– ““you can be sure if it’s Westinghouse”you can be sure if it’s Westinghouse”– ““Ford LTD is 700% quieter”Ford LTD is 700% quieter”