Marketing homework
superkevin 101..
Chapter5-AdvertisingManagementPart3-AY2019-2020.pptx
Advertising Campaign Management Part 3
Jennifer Sundstrom-Fitzgerald
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Learning Objectives
Analyze advertising campaign parameters
Identify how a creative brief facilitates effective advertising
Describe the implications of advertising management in the global arena
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Advertising Campaign Parameters
Advertising goals
Media selection
Tagline
Consistency
Positioning
Campaign duration
Effective advertising campaigns require careful planning and attention to specific parameters including Advertising goals, media selection, tagline, consistency, positioning and campaign duration. We will review each parameter beginning with goals.
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Advertising Goals
A primary goal of advertising is to build brand awareness among existing and new customers. The creative should inform and persuade them to make purchases and build brand loyalty.
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Build brand awareness
Inform, persuade, support marketing efforts
Encourage purchase decisions
Building Brand Awareness
Successful brands possess two characteristics. Top-of-mind are brands a consumer mentions first when asked about brands in a particular product category – these are brands in our Evoked Set. Top choice is the brand within a product category that consumers prefer the most. So top choice requires top-of-mind. Brand equity, which is the level of brand strength perceived by consumers, leads to top-of-mind and top choice brands.
This is also applicable on the B2B side when business people are faced with modified rebuy situations. A common dilemma I had was for every Fox Graduation Ceremony, there are three per year, and the need for graduation program booklets. There was a printer who I always wanted to hire because I enjoyed working with them, they always had fair prices and delivered high-quality programs in a timely manner. However, due to non-profit regulations, I had to bid the job to at least three vendors. So my top-of-mind, first choice brand was always included but I had to add two other vendors as well. Tell story about Bill DeVece and misspelled student names and how wonderful he was in fixing these issues.
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Brand image begins with awareness
Consumers recognize the brand
Brand equity leads to top-of-mind and top choice
B2B important in modified rebuy situations
Building Brand Awareness
Successful brands possess:
Top-of-mind
Top choice
Coca Cola brand is a good example of a brand with these characteristics. Here is a recent list of a top 10 most valuable and recognized list of global brands. (click link)
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Goal to Persuade
Another common goal of advertising is to persuade consumers that a particular brand is superior to others and should be their top choice. Both of these brands, owned by the same parent company (Signet), do extensive advertising, but only Kay Jewelers has successfully used the same slogan, “Every Kiss Begins with Kay” since 1985. Its sibling brand, Jared Jewelers, has struggled over the years to condition and persuade consumers with its “He went to Jared” slogan used for a few years and with its current campaign and slogan “Dare to be Devoted” that launched in 2018. Here are ads from both brands. BTW, Zales, Kay and Jared are owned by the same company and suffered low sales in the past year. Only Kay is holding onto “top of mind/top choice” when it comes to mall-based jewelry stores.
Source: https://www.jckonline.com/editorial-article/signet-drops-he-went-to-jared/
Source: http://fortune.com/2019/01/17/signet-zales-kay-holiday-sales/
Courtesy of: https://www.westfield.com/montgomery/stores/all-stores/kay-jewelers/6495
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Taglines are connected with brands and sometimes are better known than a brand’s logo. They should be memorable and convey something that is unique and should be consistent across all media platforms. The Demand Rand for Rand Spear Accident Attorney’s in Philadelphia drives me nuts but from a marketing perspective, they are very effective in achieving all three of these components.
Source: https://randspear.com/video_category/featured/
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Media Selection
One of the challenging tasks of advertising management is to select the media that will be used. In order to determine the correct media combination or media mix such as a combo of digital, TV and outdoor advertising, is marketers must understand the media habits of their target market and then match those habits with the audience characteristics of each media vehicle. This process is used in business-to-business media as well as in consumer media. Because of the importance of selecting the “perfect” media mix, media planners are brought in during the early part of the IMC Planning Process rather than at the end.
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Media-usage habits of target market must be understood
Audience characteristics and media vehicle type “must match”
B2C and B2B media selection is similar
Media planners involved early in ”IMC Planning Process”…and not later
Consistency
Advertising must transfer to long-term memory
Visual consistency key across media vehicles
Repetition enhances ad recall and brand recall
Consistency is key. Repeatedly seeing a specific visual image, headline, copy, or tagline helps embed a brand into a person’s long-term memory. Repetition enhances both ad recall as well as brand recall.
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Consistency
Variability theory asserts:
Seeing an ad in different environments during a specific time period will:
Allow varied content but integration across vehicles i.e. website, billboard, digital ad, radio, etc.
A component of consistency is “The Variability theory” which states that seeing an advertisement in different environments enhances recall and recognition. Seeing an ad on television and then in a magazine or billboard enhances recall more than seeing multiple ads within the same medium. Wawa is a brand that understands consistency and variability quite well – especially around its Hoagie Fest promotional periods.
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Campaign Duration
The goal of an ad campaign is to embed the brand and the message into a person’s long-term memory. If the campaign is too short, it impedes retention. If the campaign is too long, it can become stale and consumers will ignore the message. It is also possible the campaign can create negative feelings from hearing it too much. For most campaigns, about 6 months is effective. But, there are many exceptions. Some campaigns last for years with only minor adjustments.
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Goal to embed in long-term memory
Too short impedes retention
Too long can make it stale
Typical length is 6 months but varies
The Creative Brief
Objective
Target audience
Message theme
Support
Constraints
The last step in advertising management is writing a creative brief. Most contain these five elements: the objective of the campaign, the target audience, the message theme, any support that can be used, and any constraints. The creative brief is prepared in collaboration b/w members of the agency and client company and is essentially the creative road map both the agency team and client team follow to ensure everyone stays consistent with campaign deliverables and outcomes.
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Objective to Persuade
Courtesy of: Pearson Education, Inc.
The first component of the creative brief is the objective of the campaign. The objective for this advertisement is to persuade to choose Mastercard to enhance their everyday lives and embrace those priceless moments.
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Target Audience
Courtesy of: Pearson Education, Inc.
Next comes a thorough description of the campaign’s target audience. This is critical and should include information on demo, geo, pschyog and behavioral characteristics. The target market for Consumer Cellular is primarily Baby Boomers.
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Message Theme
Unique selling point
“Left brain” advertisement
“Right brain” advertisement
The message theme should be the unique selling point the client wants its target audience to remember. When considering message themes, it helps to think about the difference between left brain and right brain messages. However, most reputable industry and academic sources state a combination of both is best – where one slightly dominates the other – given your target audience.
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“Left-brain” Advertisement
Logical, rational side of brain
Manages numbers, letters, words, and concepts
“Cognitive” attitude component used often
Use of rational appeals work best
The left side of the brain is logical and where people manage numbers, letters, words, and concepts. Left brain advertising focuses on rational appeals that require thought and the cognitive component of attitude is used most often. Conative is also used at times especially with time-sensitive/urgent appeals like QVC’s “order now, only 30 left in inventory – get for for $19.99 – was $39.99.
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“Right-brain” Advertisement
Emotional, creative side
Abstract ideas, images, feelings
Use emotional appeals
Affective component of attitude used often
The right side of the brain is where the creativity and emotions lie. It manages abstract ideas, images, and feelings. So right brain advertising should use an emotional appeal and the affective component of attitude is used often. Depending on the type of message, a conative component of attitude can be used effectively as well: An example is “Invest in your retirement now so you don’t have to worry later or burden loved ones you leave behind.”
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Ranking and Support Claims
Courtesy of: Pearson Education, Inc.
Ads will often provide support for their product. It is the responsibility of the client to provide any support that might be used in an advertising campaign. If an automobile was designated as Motor Trend’s car of the year, that is valuable support that can be included to support brand image advertising. In this ad, St. Francis Medical Center received five different awards for being the best.
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Constraints
Legal and mandatory restrictions
Corporate restrictions
Disclaimers
Constraints are things advertising can’t say or do, or things that must be included in ads. For some products, there are legal and mandatory restrictions that must be included. For drugs, companies must tell consumers about all of the possible side effects. For tobacco products there must be a warning from the Surgeon General. Companies may have other constraints, such as the logo must appear in all ads, or the logo must be in a specific color or shape. Disclaimers or warranty statements may also be included in ads. Most of the constraints are either legal requirements or company-imposed requirements to protect from lawsuits.
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International Implications
Preplanning research varies
Process of agency selection
Understanding of languages and cultures
Media selection varies per country and culture
Banned: 10 popular social networks and websites that are (or were) blocked in other countries
Approximately 62% of advertising budgets are spent outside of the United States. For example, 83.5% of Coca-Cola’s advertising budget is spent outside of the United States and 74.9% of the company’s income is generated outside the U.S. To the end, Coca Cola marketers realize they way they manage advertising campaign development internationally is critically important to their bottom line.
Marketers must understand the process of selecting an agency and the preparation needed for an international advertising campaign. When developing global ad campaigns, you have to pay close attention to language and culture differences. Simply translating to another language is not sufficient. Media selection also varies in other countries. The mix that is used in the U.S. is not the same as it would be in Japan, Peru, Spain, or Germany.
https://www.digitalinformationworld.com/2018/10/popular-social-media-sites-that-were-or-are-blocked-in-other-countries.html#
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Learning Objectives
Analyze advertising campaign parameters
Identify how a creative brief facilitates effective advertising
Describe the implications of advertising management in the global arena
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