advertising strategy lecture 3

3

Step 5 of the planning process… what the advertiser does

Out of Home

Media channels are…

The channel… the media that carries the advertising

…who the ad was exposed to

…it must be consistent with the objectives and ensure the campaign fulfils them

816 radio stations

25.7 million facebook users, 5.8 million twitter users

Visual Content Time to Process Message Frequency

TV Yes Short High

Radio Neo Short High

Newspapers Limitations Long High

Magazines Yes Long Limitations

Posters Yes Long Limitations

Internet Yes Long High

Direct Mail Yes Long Low

Brand Awareness Recognition

Brand Awareness Recall

Low Involvement High Involvement

Informational Transformational Informational Transformational

TV Yes Yes Yes Yes No No

Radio No Yes Yes No No No

Newspapers Limitations Yes Yes Limitations Yes Limitations

Magazines Yes Limitations Yes Limitations Yes Yes

Posters Yes Limitations Yes Limitations Limitations Yes

Internet Yes Yes Yes Yes Yes Yes

Direct Mail Yes Limitations Yes Limitations Yes Yes

Thinking Feeling

Level o

f Invo

lvemen

t

High

Lo

w

Informative (Thinker) Car – House - Furniture

Affective (Feeler) Jewelry – Cosmetics - Fashion

Model: Possible Implications Test: Media: Creative:

Learn – Feel – Do Recall, Diagnostics Long Copy, Reflective Specific Information, Demonstration

Model: Possible Implications Test: Media: Creative:

Feel – Learn – Do Attitude Change, Emotional Arousal Large Space, Image Specials Executional, Impact

Habit Formation (Doer) Food – Household Items

Self Satisfaction (Reacter) Cigarettes – Alcohol - Sweets

Model: Possible Implications Test: Media: Creative:

Do – Learn – Feel Sales Small Space Ads, 10 second IDs, Radio, POS Reminder

Model: Possible Implications Test: Media: Creative:

Do – Feel – Learn Sales Billboards, Newspapers, POS Attention

Rossiter-Percy planning grid...

Instead involvement is seen as purchase specific

Motivation

Informational Transformational

In

volv

emen

t

Lo

w

Hig

h

Fast Food

Holiday

Banking

Credit Card

…the demographic profile of the media used provides evidence of the likely target audience selected for the campaign.

TV… £4.16billion

Should reach a mass audience (ITV1 Prime Time) - target audience objective therefore wide, hence choice of media cost-effective in terms of reach and frequency. Regional?

When did the message reach the audience and what does this say about the strategy? (Time of year, week, day)

How does this media relate to the type of message the advertising conveys?

Usually a combination of media: several channels and

then several vehicles within each channel

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford

University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,

Oxford University Press.

Yeshin, T. (2006). Advertising. London: Thomson

Go to Library Online and look for recent articles in academic journals (via

EBSCO and Emerald) and on WARC using “advertising strategy” as your

search words.