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Marketing--Advertising.pptxADVERTISING
What is Advertising
Advertising is non-personal communication paid for by an identified sponsor using mass media to persuade or inform an audience.
Advertising allows an organization to:
Communicate its message in a favorable way, and
Repeat the message as often as it deems necessary to have an impact on receivers.
Use propaganda as a means of achieving power—that is, to get an audience to do what it otherwise would not do. This is what gives Marketers so much power.
Classic Tradition of Persuasion (Propaganda)
The Age of Athens and Aristotle (4th century BCE—Source: Aristotle’s Poetics):
1. logos (message)--tailored to fit pre-existing beliefs
this argument should follow the rules of logic,
“rational argumentation”
2. pathos (emotion)--vivid examples that evoke fear,
anger, envy, shame, sadness, wistfulness, etc. 3. ethos (source)------presented by a “good” person
Classic Tradition of Persuasion (Propaganda)
The Age of Rome and Cicero (Officia Oratoris)—1st
century, BCE)
1.Charm: this establishes the speaker’s credibility
2.Teaching: this allows the speaker to present a
sound argument
3. Moving: this allows the speaker to move and
motivate the audience through emotional force
Classic Tradition of Persuasion (Propaganda)
The Age of Anton Mesmer (early 19th century)
1. Charm the audience and establish credibility
(perform a “Christian Revivalist” show of sorts)
2. Find a message that many will find acceptable
(animal fluids are the same as being possessed
by the devil)
3. Influence emotions by offering hope
(at last, pain and evil can be displaced)
4. Define situation to the best advantage
(Trances/Magnets and Public Relations)
Modern Tradition of Persuasion (Propaganda)
Repetition (frequency)
Intensity (bright and loud ads)
Association (resonance of experience)
Ingenuity (distinctive ads—humor, sex, adventure)
1. Attract attention
2. Comprehensible (simple) argument
3. Entrench arguments until they are “true”
4. Provide an incentive and ask audience to take
action
Types of Advertising
Product Advertising
Message focuses on a specific good or service such as Nike shoes.
Purposes:
Education
Emphasis on features
Reminder
Institutional Advertising
Message that promotes the activities, “personality” or point of view of an organization or company such as Steel for Housing Construction in Hurricane Zones.
Purpose: Education
Types of Advertising
By type of customer
Product/service or Institutional
Primary vs. Selective Demand Stimulation
Direct Response vs. Awareness
International, National, Regional, or Local
Informative Advertising for a Service
Safe Deposit Boxes are for Priceless Things
Some of USA’s Best-Known Corporate Trademarks
Types of Advertising
REMINDER
INFORMATIVE
PERSUASIVE
Product
Institutional
Advertising Objectives in Relation to the Stage in Product Life Cycle
Using Advertising to Inform
Factors Affecting Persuasiveness
Argument
Repetition
Message as Metaphor
Vividness
Type of Appeal
Words vs. Pictures
Message Effects
Reminder-Oriented Advertising
Persuasive Advertising for a Product
The Expanded Advertising Spiral
Specialists Who Create Advertising Campaigns
An Advertising Campaign is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time.
ACCOUNT MANAGEMENT
Develops Campaign’s Strategy for Clients
CREATIVE SERVICES
Dreams Up and Produces the Ads
MEDIA PLANNING
Determines Effective
Communication Vehicles
RESEARCH & MARKETING SERVICES
Collect & Analyze Information to help develop a strategy
Writers, Artists
Production
Media
Marketing Research
Sales Promotion
Account Supervisors
TV, Radio/Online
Account Executives
Board of Directors
Chief Executive Officer
Creative Services
Marketing Services
Finance & Management
Account Services
Advertising Agency Organizational Chart
Developing the Advertising Campaign
Identify The Target Market
Establish Message & Budget Objectives
Design the Ad
Pretest What Will Be Said
Choose the Media
Target and Message
Target is chosen by the advertiser
Marketing objective is translated as a message by the advertising agency. In the end, the process will move in this fashion:
1. Advertiser: Marketing Objective
2. Advertising Agency: Message Encoding
3. Advertising Media: Message Transmission
4. Consumer: Message Decoding
--there is always noise in the form of selective
exposure and distortion, and competitive
messages,
Budget Decisions: Advertising and Promotions
% of Sales: standardize a relative budget
Industry Standard: reliance on the norm
Competitive parity: choose a competitor and match the budget
Objective and Task:
1. Lay out the objective
2. Clarify the tasks
3. Spend what it takes to meet objective and to complete the tasks
Attitude Change—Persuasiveness ( Aristotle)
Building Credibility (Cicero)
Knowledge
Beauty
Celebrity
Source Credibility
Source Credibility refers to a source’s perceived expertise, objectivity, or trustworthiness
Advertising
Appeals
Unique Selling
Proposition
Comparative Advertising
Humorous Appeals
Sex Appeals
Fear Appeals
Demonstration
Testimonial
Slice-of-Life
Lifestyle
Design the Ad
Creative Efforts In Advertising
The advertisement must attract and hold the audience’s attention
Message Techniques
Information Only
“reason why” approach
Emotional Appeal
“heart sell”
Humor Appeals
Beware of quick “wear-out”
Fear Appeals
Source must be credible
Emphasize “social consequences”
Creative Efforts In Advertising
Message Techniques
Comparison
“use direct, brand comparisons
Emphasize functional features
Slice of Life
reference group appeal
Testimonials
Expert, celebrity, or average person “champions” the brand
Animation
Broad creative opportunities
Advertorial
“news-story” format in print ad
Infomercial
Video advertorial
Using Humor in Advertising Messages
Classic Message Appeals
Emotional vs. Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals
Message Appeals
Message as Art Form
Metaphor
Devices of Metaphor
Metaphor involves the use of an explicit comparison, where the reader is told a thing or idea is another thing or idea, usually to draw previously unrealized comparisons.
Transformation
Drama
Resonance
Activate Images
One-Sided
Arguments
Two-Sided
Arguments
Issues in Constructing Arguments
Drawing
Conclusions
Comparative
Advertising
Drawing Conclusions
Use of Promotion to Stimulate Demand, Differentiate a Product, & Accentuate its Value/One-Sided Message
Competition Among Service Providers
Using Advertising in a Positional Strategy
Use of Advertising by an International Service Provider/Fantasy
How Marketers “Tangibilize” Services/Metaphors
Positioning an Airline on the Goods-Services Continuum
Vicks uses the Comparative Ad Approach
Comparative Advertising
Pretest What Will be Said
Pretesting is a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they are placed in the media
Copy testing measures the effectiveness of ads through such techniques as:
Concept testing
Test commercials
Finished testing
Choose the Media
Types of Media:
Where to Say It
Digital/Mobile
Out-of-Home Media
Directories
Magazines
Newspaper
Radio
Television
Comparison of Advertising Media Alternatives- Traditional and Digital Media Split Expenditures
Medium
Advantages
Disadvantages
| BROADCAST MEDIA AD AGENCIES AND PLATFORMS IN 2021 | |||
| Television | Great impact; mass coverage; repetition; flexibility; prestige, low cost/thousand | Temporary nature of message; high cost/placement; high mortality rate for commercials; distrust; lack of selectivity | |
| Radio | Immediacy; low cost/thousand; flexibility; practical audience selection; mobility | Fragmentation; temporary nature of message; little research information available |
*An additional 25% is spent on a variety of miscellaneous media, including Yellow Pages advertising, business papers, transit advertising, Point-of-purchase displays, cinema advertising, and regional farm papers.
Comparison of Advertising Media Alternatives
Medium
Advantages
Disadvantages
| PRINT MEDIA | |||
| Newspapers | Flexibility; community prestige; intensive coverage; reader control of exposure; coordination with national advertising; merchandising service; special techniques, moderate to high cost/thousand for national newspapers | Short life span; hasty reading; relatively poor reproduction | |
| Direct Mail | Selectivity; intense coverage; speed; flexibility of format; complete information; personalization | High cost/thousand; dependency on quality of mailing list; consumer resistance | |
| Magazines | Selectivity; quality of reproduction; long life; prestige associated with some magazines; extra services offered by some publications | Lack of flexibility, high cost/thousand | |
| Outdoor advertising | Quick communication of simple ideas; repetition; ability to promote products, low cost/thousand | Brevity of message; public concern over aesthetics |
Comparison of Advertising Media Alternatives
Medium
Advantages
Disadvantages
| DIGITAL INCLUDING DIGITAL AND PRINT COMBINATIONMobil | |||
| Interactive/mobile –includes podcasts --more than 50% of global ad expenditures are digital and mobile—as of December 31, 2020 | Ultimate in flexibility; two-way communication; self-directed entertainment; personal choice, low to moderate cost/thousand for B2C | Privacy Issues may take a toll on advertisers and ad agencies. Costs may be higher when bots and poor measurement technique are considered |
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*An additional 25% is spent on a variety of miscellaneous media, including Yellow Pages advertising, business papers, transit advertising, Point-of-purchase displays, cinema advertising, online directory, regional farm papers.
**Forrester Research 2019
Media Scheduling: When to Say It
A media schedule specifies the exact media to use, when, and how often the message should appear.
Assess advertising exposure – degree to which the target market will see an advertising message in a specific medium and depends on the following two factors:
Reach: total audience % expressed as absolute over 30 days
Frequency: average exposure rate over 30 days
Media Decision
1. Reach/Frequency: R X F = GRP’s; GRP/F = R; GRP/R = F
Efficiency: Insertion Price X 1000/ Tgt.
Population $250(1000)/50,000 = $5
3. Effectiveness: Recall and Recognition
4. Media Types/Vehicles
5. Media Timing
Campaign Evaluation
Post-testing
Sales Impact
Media Scheduling---Example: How to Schedule $12,000,000 Advertising Budget Over One Year
Continuous Schedule
Steady stream of advertising
e.g., shampoo
Flighting
Advertising appears in short, intense bursts alternating with periods of little or no activity
Pulsing Schedule
Varies adverting depending on product demand
e.g., suntan lotion
Elements of the Advertising Planning Process
Research Inputs
Consumer research
Product research
Market analysis
Competitive analysis
Strategic Decisions
Setting objectives
Identifying & selecting target markets
Selecting message & media strategy
Coordinating with other marketing mix elements
Tactical Execution
Establish advertising budget
Establish controls
Write & produce ads & commercials
Select & schedule media choices
Pretest advertising alternatives
Measuring Advertising Effectiveness
Use post-tests to determine the effectiveness of advertising
Advertising Evaluation
Evaluate results of advertising
Make necessary adjustments
Consideration of constraints & uncontrollable factors
Feedback
48
Erosion of Brand Loyalty—Recessionary Tendency
Technology Gives Power Back to the People—WEB/Mobile/”Cloud”—and takes Power, too
Greater Emphasis on Point-of-Purchase Factors
The Rules are Changing—Regulations Will Alter how Advertising is done over WEB and Media
The Advertising Environment is Cluttered
Some Consumers are Turned Off by Advertising—There are economic, philosophic, privacy issues.
Challenges Facing the Advertising Industry
How the Advertising Industry is Meeting the Challenges
Global Reach
Establishing Brand Images Globally (Facebook attempt to direct traffic to web sites--blocked by Indian telecom regulation)
Diversity
Reflecting Cultural Diversity of Target Markets—particularly where there is money attached to population numbers
Technology
Customizing Advertising to Customer Preferences—WEB/Mobile, Digital Platforms and employment of A.I./Interfaces
