2.1

Chapter 8:Chapter 8:

ADVERTISING:ADVERTISING:MESSAGESMESSAGES

andand

MEDIAMEDIA

8.1

The Nature and Scope of AdvertisingThe Nature and Scope of Advertising

ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE. ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE. SIMPLE BUT COMPREHENSIVE DEFINITION SIMPLE BUT COMPREHENSIVE DEFINITION

INCLUDES A COMPANY OR ORGANIZATION THAT PAYS FOR INCLUDES A COMPANY OR ORGANIZATION THAT PAYS FOR ADVERTISING REFERRED TO AS:ADVERTISING REFERRED TO AS:

ClientClient SponsorSponsor

COMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE METCOMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE MET

Communication Must be Paid ForCommunication Must be Paid For Communication Must be Delivered to an Audience via Mass MediaCommunication Must be Delivered to an Audience via Mass Media Communication Must be Attempting PersuasionCommunication Must be Attempting Persuasion

8.28.2

The Nature and Scope of Advertising The Nature and Scope of Advertising (con’t)(con’t)

ADVERTISING, ADVERTISEMENTS, AND ADVERTISING CAMPAIGNSADVERTISING, ADVERTISEMENTS, AND ADVERTISING CAMPAIGNS

Advertising – Paid, Mass-Media Attempt to PersuadeAdvertising – Paid, Mass-Media Attempt to Persuade Advertisement – Specific Message Placed to Persuade an AudienceAdvertisement – Specific Message Placed to Persuade an Audience Advertising Campaign – Series of Coordinated Advertisements that Advertising Campaign – Series of Coordinated Advertisements that

Communicate a Reasonably Cohesive & Integrated ThemeCommunicate a Reasonably Cohesive & Integrated Theme Theme May Be Made Up of Several Claims – Should be Essentially Theme May Be Made Up of Several Claims – Should be Essentially

One ThemeOne Theme Advertising Campaigns may be Developed Around a Advertising Campaigns may be Developed Around a

Single Advertisement, or Several AdvertisementsSingle Advertisement, or Several Advertisements

8.38.3

Advertising Campaigns Use a Series of Coordinated Advertising Campaigns Use a Series of Coordinated Advertisements with a Similar Look, Feel, and MessageAdvertisements with a Similar Look, Feel, and Message

The Nature and Scope of Advertising (con’t)The Nature and Scope of Advertising (con’t)

Audiences for Advertising: Audience and Target Audiences for Advertising: Audience and Target AudienceAudience

Audience CategoriesAudience Categories Household ConsumersHousehold Consumers Business OrganizationsBusiness Organizations Trade ChannelTrade Channel ProfessionalsProfessionals GovernmentGovernment

8.5

Some Advertising Targets Professionals Some Advertising Targets Professionals Like This Ad Aimed at DoctorsLike This Ad Aimed at Doctors

Audience GeographyAudience Geography

Globalized AdvertisingGlobalized Advertising International AdvertisingInternational Advertising National AdvertisingNational Advertising Regional AdvertisingRegional Advertising Local AdvertisingLocal Advertising Co-op AdvertisingCo-op Advertising

8.7

Not All Advertising is International or Even National- Not All Advertising is International or Even National- This Ad Targets a Local AudienceThis Ad Targets a Local Audience

Advertising Message StrategiesAdvertising Message Strategies

Message Strategy – Consists of the Objectives to Pursue and Methods Message Strategy – Consists of the Objectives to Pursue and Methods Used in an Advertisement or Advertising CampaignUsed in an Advertisement or Advertising Campaign

PROMOTE BRAND RECALLPROMOTE BRAND RECALL

LINK A KEY ATTRIBUTE TO A BRAND NAMELINK A KEY ATTRIBUTE TO A BRAND NAME

INSTILL BRAND PREFERENCEINSTILL BRAND PREFERENCE

SCARE THE CONSUMER INTO ACTIONSCARE THE CONSUMER INTO ACTION

TRANSFORM CONSUMPTION EXPERIENCESTRANSFORM CONSUMPTION EXPERIENCES

8.9

Advertising Message Strategies (con’t)Advertising Message Strategies (con’t)

SITUATE THE BRAND SOCIALLYSITUATE THE BRAND SOCIALLYDEFINE THE BRAND IMAGE/IMAGE ADSDEFINE THE BRAND IMAGE/IMAGE ADSPERSUADE THE CONSUMER; LARGEST CATEGORY OF AD STRATEGYPERSUADE THE CONSUMER; LARGEST CATEGORY OF AD STRATEGY Reason-Why AdsReason-Why Ads Hard-Sell AdsHard-Sell Ads Comparison AdsComparison Ads Information-Only AdsInformation-Only Ads Testimonial AdsTestimonial Ads Demonstration AdsDemonstration Ads Advertorial AdsAdvertorial AdsINVOKE A DIRECT RESPONSEINVOKE A DIRECT RESPONSE

8.108.10

What Message StrategyWhat Message Strategyis Being Used Here?is Being Used Here?

8.11

What Message StrategyWhat Message Strategyis Being Used Here?is Being Used Here?

8.12

Media-Planning ProcessMedia-Planning Process

DEFINITIONSDEFINITIONS Media Plan – Specifies Media in which Advertising will Media Plan – Specifies Media in which Advertising will

be Placedbe Placed Media Class – Broad Category of Media such as Media Class – Broad Category of Media such as

Television, Radio, or NewspapersTelevision, Radio, or Newspapers Media Vehicle – Particular Option for Placement within Media Vehicle – Particular Option for Placement within

a Media Classa Media Class

8.138.13

Media-Planning Process (con’t)Media-Planning Process (con’t)

MEDIA OBJECTIVES – SET SPECIFIC GOALSMEDIA OBJECTIVES – SET SPECIFIC GOALSFOR MEDIA PLACEMENT IN 3 AREAS:FOR MEDIA PLACEMENT IN 3 AREAS: Reach – Media Chosen Must Reach the Target AudienceReach – Media Chosen Must Reach the Target Audience Graphic Scope of Media Graphic Scope of Media

Identify Media that Cover Same Geographic AreaIdentify Media that Cover Same Geographic Area Competition is a Complicating FactorCompetition is a Complicating Factor Geo-Targeting – Placed Advertisements in Geographic Regions Where Geo-Targeting – Placed Advertisements in Geographic Regions Where

Higher Purchase Tendencies are EvidentHigher Purchase Tendencies are Evident Message WeightMessage Weight

Duplication of ExposureDuplication of Exposure Unduplicated Audience MeasurementUnduplicated Audience Measurement Gross ImpressionsGross Impressions Between-Vehicle DuplicationBetween-Vehicle Duplication Within-Vehicle DuplicationWithin-Vehicle Duplication

8.148.14

Media-Planning Process (con’t)Media-Planning Process (con’t)

MEDIA STRATEGIESMEDIA STRATEGIES Reach and FrequencyReach and Frequency

ReachReach FrequencyFrequency Gross Rating PointsGross Rating Points Effective FrequencyEffective Frequency Effective ReachEffective Reach

8.158.15

Reach is a Key Reach is a Key Message StrategyMessage Strategy

8.16

Media-Planning Process (con’t)Media-Planning Process (con’t)

ContinuityContinuity Continuous SchedulingContinuous Scheduling FlightingFlighting PulsingPulsing Length or Size of AdvertisementsLength or Size of Advertisements

8.178.17

Media-Planning Process (con’t)Media-Planning Process (con’t)

MEDIA CHOICESMEDIA CHOICES Media MixMedia Mix

Concentrated Mix – Focuses all Media Placement $$$ in Concentrated Mix – Focuses all Media Placement $$$ in One MediaOne Media

Assorted Mix Media – Enjoys Multiple Media Assorted Mix Media – Enjoys Multiple Media AlternativesAlternatives

– Different Messages/Different Media Different Messages/Different Media – Same Message/Placed in Different MediaSame Message/Placed in Different Media

Audience Duplication Audience Duplication – Multi-Media PlacementMulti-Media Placement– Assorted Media Mix Assorted Media Mix

8.18

Media-Planning Process (con’t)Media-Planning Process (con’t)

MEDIA CHOICES (con’t)MEDIA CHOICES (con’t) Media EfficiencyMedia Efficiency

Cost per Thousand (CPM)Cost per Thousand (CPM) Cost per Rating Point (CPRP)Cost per Rating Point (CPRP)

Competitive Media AssessmentCompetitive Media Assessment Share of VoiceShare of Voice

Media Scheduling and BuyingMedia Scheduling and Buying Heavy-up SchedulingHeavy-up Scheduling Media BuyingMedia Buying Agency of RecordAgency of Record Media-Buying ServiceMedia-Buying Service

8.19

Cost Per Thousand Efficiency Cost Per Thousand Efficiency in Some Media is Sacrificedin Some Media is SacrificedFor Effective ReachFor Effective Reach

8.20