Advertising Assignment II (Two-Part Assignment) PLEASE READ!!!

MAR 3271, Advertising 1

Course Learning Outcomes for Unit II Upon completion of this unit, students should be able to:

5. Describe the relationship between the client and the advertising agency.

6. Explain the process of advertising design as it relates to appeals and message strategies. 6.1 Describe how the advertising design and message strategies appeal to a target market of an

advertising commercial. 6.2 Describe a positioning strategy demonstrated by an advertising commercial.

10. Identify elements that enable an advertisement to influence a target market.

Course/Unit Learning Outcomes

Learning Activity

5

Unit Lesson

Chapter 5, pp. 120–145 Chapter 6, pp. 154–180 Chapter 7 Unit II Essay

6.1

Unit Lesson

Chapter 5, pp. 120–145 Chapter 6, pp. 154–180 Chapter 7 Unit II Essay Unit II Assignment

6.2

Unit Lesson

Chapter 5, pp. 120–145 Chapter 6, pp. 154–180 Chapter 7 Unit II Essay Unit II Assignment

10

Unit Lesson

Chapter 5, pp. 120–145 Chapter 6, pp. 154–180 Chapter 7 Unit II Assignment

Required Unit Resources

Chapter 5: Advertising Campaign Management, pp. 120–145

Chapter 6: Advertising Design, pp. 154–180 Chapter 7: Traditional Media Channels

UNIT II STUDY GUIDE

The Management of Advertising and Media Channels

MAR 3271, Advertising 2

UNIT x STUDY GUIDE

Title

Unit Lesson The management of advertising campaigns suggests that marketing managers take a proactive approach to integrate specific advertising within their overall integrated marketing communication (IMC) programs. This means that marketers might utilize specific themes with respect to creative elements. Such themes are displayed throughout the advertisement’s messages and visuals. Media channel selection, such as television, radio, out-of-home advertising, print media, magazines, or newspapers, present a challenge for the marketer when determining the appropriate media mix that will successfully reach the target market. Advertisers need to determine whether they will use inside advertising services, external advertising services, or a combination of both when putting together their advertising pieces. Whichever is selected, advertising personnel must be assembled. A major force in the advertising agency team is that of the account manager. This individual basically serves as the middle-man between the agency and the client, motivating both sides toward working together as a team in reaching the overall marketing and advertising goals of the client. Think about which of these roles you might be the most interested in, and consider why you might enjoy the responsibilities associated with that position. Advertising begins with a message strategy that is the primary approach used to deliver the message to the target market. Advertisers use different types of appeals to attract the target market, which are as follows:

 Fear appeal: This type of appeal utilizes a scare tactic that demonstrates the consequences of not purchasing the product.

 Humor appeal: This appeal uses humorous situations and laughter to obtain the consumers’ attention.

 Sex appeal: This appeal uses sexual appeals to garner the attention of consumers.

 Music appeal: This appeal uses a musical theme in order to connect consumers with the product.

 Rational appeal: This appeal transmits basic information of the product/service.

 Emotional appeal: This appeal is intending to create an emotional attachment between consumers and the brand.

 Scarcity appeal: This appeal utilizes the scarcity of the product/service to encourage the purchase. Think of advertisements that use each of these approaches. Which seem to be the most effective to you personally? Do you think that this effectiveness is based upon the message type, your personality, or even the product being advertised? An equally important aspect of advertising design is the execution of the advertisement, which speaks to the method in which the message has been presented. Take a look at these five common forms of advertising execution, which are as follows:

 Animation: This form of execution uses cartoon characters.

 Slice-of-life: Solutions to everyday problems are provided in this execution strategy.

 Storytelling: Advertisers will tell a story where the brand solves the problem.

 Testimonial: This form of execution uses someone who has had a positive experience with the brand attesting to its value.

 Demonstration: Advertisers will demonstrate how the product works.

 Informative: This form of execution provides the consumer with a significant amount of information about the product/service.

While many of these techniques demonstrated in this unit are effective, disruptive technology is an alternative method that is used to break through the advertising clutter. The next section contains a video that explains how E-Trade used a disruptive–technologies technique.

MAR 3271, Advertising 3

UNIT x STUDY GUIDE

Title

Traditional Media Channels Media planning and strategizing has become an incredibly complex task due to the large amount of media choices and the constant clutter in the advertising world. Combine this with the continuously decreasing advertising budgets, and you have an extremely complex world of media planning. Media planners are the individuals who strategically put together the overall media program by calculating when and where to place ads. The media buyers actually purchase the space while negotiating times, rates, and schedules. Both individuals are interested in obtaining the greatest reach (the number of people, households, or businesses that are exposed to the message). Additionally, the frequency (the average number of times the message reaches the target audience) will be a natural consideration with an eye on maximizing this number as well.

Flash Cards

Access the Unit II Flash Cards PowerPoint. PDF of Unit II Flash Cards Note: In order to experience the full functionality of the presentation, it is recommended that you view the PowerPoint version. When viewed as a PDF, the buttons within the presentation may not work.