advertising
Post on 02-Jan-2016
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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?
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