Creative and Media Strategy

Creative and Media Strategy
The Art and Science of Marketing Communications

Imagination is the last remaining legal means to gain unfair advantage over your competition
Tim McElligott

The Brief and Message Strategy
The brief and message strategy provide necessary background for THE BIG IDEA

The Big Idea The creative execution of the message strategy
Reflects the understanding of the consumer and his relationship to the product Articulates the message focus Incorporates the symbols/language/visuals with greatest meaning to the consumer

The Big Idea Great creative ideas help cut through the clutter of advertising Great creative ideas connect with the consumer in a meaningful way Great creative ideas emphasize the key benefit Great creative ideas strengthen brand identity and positioning

Nike “Revolution” spot

Who Creates Great Ideas?
Creative department uses brief to come up with “concepts” which are presented to creative director and account managers to make sure they are “on strategy.”

Taco Bell

Appeals and Execution Style
The approach used to attract the attention of consumers The approach used to attract the attention of consumers Advertising Appeals To influence consumer feelings toward a product, service or cause To influence consumer feelings toward a product, service or cause Relation to text This slide relates to material on pp of the text. Summary Overview Advertisers have various choices relative to advertising appeals and execution style. Advertising appeal – the approach used to attract the attention of consumers an/or influence their feelings toward the product, service, or cause Execution style – the way the particular appeal is turned into an advertising message presented to the consumer Use of this slide This slide can be used to introduce the concepts of advertising appeals and execution styles. Various types of appeals and execution styles are examined in this chapter. The way an appeal is turned into an advertising message The way an appeal is turned into an advertising message Execution Style The way the message is presented to the consumer © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Types of Rational Appeals
Feature: Focus on dominant traits of the product Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point Price: Makes price offer the dominant point Relation to text This slide relates to material on pp of the text. Summary Overview Rational appeals focus on the consumer’s practical, functional, or utilitarian need for using the product or service. These messages emphasize the features of the product or services and/or benefits or reasons for owning or using a particular brand. There are several types of rational appeals including: feature appeals competitive advantage appeals price appeals news appeals popularity appeals Use of this slide This slide can be used to discuss the various types of rational appeals. The content of the rational appeal message emphasizes facts, learning, and the logic of persuasion. They tend to be informative in nature and attempt to convince the consumer to use the brand because it is the best available or does a better job of meeting their needs. News: News announcement about the product News: News announcement about the product Popularity: Stresses the brand’s popularity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Rational, “Popularity” Appeal
Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows an ad for Neutrogena acne wash. The ad is promoting the popularity of Neutrogena among dermatologists by pointing out that it is the number one recommended product by skin experts for treating acne. Use of this slide This slide can be used to show an example of a popularity appeal. The main point of a popularity appeal is that the wide use of the brand proves its quality and/or value and other customers should consider using it. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appealing to Socially Based Feelings
Approval Approval Affiliation Affiliation Acceptance Acceptance Embarrass-ment Embarrass-ment Social-Based Feelings Status Relation to text This slide relates to material on pp of the text. Summary Overview Emotional appeals relate to the customers’ social and/or psychological needs for purchasing the product or service. This slide shows the many socially based feelings that can be used in advertising appeals such as affiliation, belonging, respect, status, recognition, respect, and others. Use of this slide The slide can be used to discuss emotional appeals and the various socially based feelings that can be the basis for advertising appeals. Belonging Belonging Respect Respect Rejection Rejection Recognition Recognition Involvement Involvement © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MasterCard Creates an Emotional Bond
Relation to text This slide relates to material on p. 273 and Exhibit 9-8 of the text. Summary Overview This slide shows a print ad from MasterCard’s award-winning “Priceless” campaign which was based on emotional bonding research. When the McCann-Erickson agency took over the account a few years ago, MasterCard was perceived as an ordinary credit card you keep in your wallet. The challenge was to create an emotional bond between consumers and MasterCard without losing the brand’s functional appeal. The “Priceless” campaign has helped build an emotional bond with consumer by positioning MasterCard as the best way to pay for everything that truly matters and can enrich one’s daily life. Use of this slide This slide can be used to show an example of an ad campaign that was developed on the bases of research using emotional bonding. The “Priceless” campaign has been extremely successful and now is used in 80 different countries. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Ad Execution Techniques
Straight-sell Straight-sell Slice of life Slice of life Scientific Scientific Testimonial Testimonial Demonstration Demonstration Animation Animation Relation to text This slide relates to material on pp of the text. Summary Overview Creative execution is the way an advertising appeal is presented. There are a variety of ways creative specialists can present the advertising message including: Straight-sell Scientific Demonstration Comparison Dramatization Humor Slice of life Testimonial Animation Personality Fantasy Use of this slide This slide can be used to discuss the various options available to advertisers for executing their ads. The slides that follow show some examples of advertisements using several of these techniques. Comparison Comparison Personality Symbol Personality Symbol Dramatization Dramatization Fantasy Fantasy Humor © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Apple Uses a Testimonial
Relation to text This slide relates to material on pp and Exhibit 9-15 of the text. Summary Overview This slide shows an advertisement from Apple Computer’s “Switch” campaign which uses a testimonial execution whereby the person in the ad discusses her positive experience with the product. The “Switch” campaign included testimonials from individuals in various walks of life including a writer, publisher, and computer programmer, all of whom talked about why they switched from Windows-based personal computers to Macintosh PCs. Use of this slide This slide can be used to show an example of a testimonial ad execution method. The use of satisfied customers discussing their own experiences with the brand and benefits of using it can be a very effective persuasion technique. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Crest Whitestrips Uses a Demonstration
Relation to text This slide relates to material on p. 277 of the text. Summary Overview This transparency shows an ad for Crest Whitestrips which is a new product introduced by Procter & Gamble and is a category extension from its popular Crest toothpaste brand. Crest Whitestrips, which were introduced to the market in May 2001, uses clear flexible strips coated with a whitening gel that stick to the teeth. They use the same whitening ingredient, hydrogen peroxide, that dentists have been using for years. They are worn twice a day for 30 minutes at a time. Since its introduction, Whitestrips have achieved global sales of more than $200 million. Use of this slide This ad can be used as an example of how a demonstration execution is used in print advertising. The four photos at the bottom of the ad show how easily Whitestrips can be used by the consumer. You might also note the use of a use of a chameleon in the illustration used in the ad. Chameleons are lizards that have the ability to change the color of their skin. The use of the chameleon connotes a message about the ability of Whitestrips to change the color of one’s teeth. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Print Ad Components Headline: Words in the Leading Position of the Ad
Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows the basic components of a print advertisement. They are: Headline – words in the leading position of the ad, usually are read first Subheads – secondary to the main headline, larger than the body copy Body copy – main text portion of the ad, getting the target audience to read is difficult Visual elements – illustrations, drawings, and photos, used to attract attention and communicate ideas or images Layout – physical arrangement of the various components of the ad Use of this slide This slide can be used to discuss the components of a print ad. Once the creative approach, type of appeal, and execution style has been determined, attention turns to the design, implementation, and production of the actual advertisement. These components of a print ad must be arranged in creating the ad. Visual Elements: Illustrations Such As Drawings or Photos Visual Elements: Illustrations Such As Drawings or Photos Layout: How Elements Are Blended Into a Finished Ad © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Altoids Uses a Headline Effectively
Relation to text This slide relates to material on p.283 of the text. Summary Overview This slide shows one of the many print ads from the advertising campaign for Altoids breath mints. Many of these ads have been primarily bold headlines accompanied by a picture of the package and have been effective at communicating the “curiously strong” message for the brand. Use of this slide This slide can be used as an example print advertising that delivers a simple but powerful message to the consumer. The Curiously Strong Mint campaign for Altoids has helped build a 25 percent market share for the brand in the breath-freshener market. Nearly all of the advertising for Altoids appears in magazines and uses the quippy one-liner headlines accompanied by an occasional visual image. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Headlines Can Capture Attention
Relation to text This slide relates to material on p. 283 and Exhibit 9-21 of the text. Summary Overview This slide shows a print ad for RCA’s LYRA personal digital player. The headline of this ad catches the attention of young consumers and performs a segmentation function by engaging the attention of the readers whom are most likely to buy the product by addressing their needs, wants, or interests. This headline would appeal to a young consumer who wants the latest technology in audio products. Use of slide This slide can be used to show an effective headline that attracts and holds the attention of the targeted audience. The ad can also be used to discuss various components of a print ad such as the visual, headline, body copy and layout. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Print Ad Layout Format Arrangement of the Elements on the Printed Page Format Arrangement of the Elements on the Printed Page Size Expressed in Columns, Column Inches or Portions of a Page Size Expressed in Columns, Column Inches or Portions of a Page Relation to text This slide relates to the material on pp of the text. Summary Overview This slide shows the various components that are part of the layout of a print ad. These components include: Format – arrangements of the elements of the ad on the paper Size – expressed in columns, column inches or portions of a page (full, half, quarter) Color – black and white, two color, three color, four color White space – margins and intermediate space not used Use of this slide This slide can be used to introduce the elements of the print layout. The creative specialist works with these different elements in the design of a print ad. Layouts are often done in rough form and presented to the client so the advertiser can visualize what the ad will look like before giving preliminary approval. Color Black & White or Two-, Three-, or Four-color Printing Color Black & White or Two-, Three-, or Four-color Printing White Space Marginal and Intermediate Space That Remains Unprinted © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Layout How does the ad invite readership/ viewership and best deliver the message? Color Type size Angle balance white space Perspective proportion

W&K reel

Production Stages for TV Commercials
Preproduction All work before actual shooting, recording Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Production Period of filming, taping, or recording Relation to text This slide relates to material on pp and Figure 9-4 of the text. Summary Overview Once the storyboard or animatic of the commercial is approved, the next step is the production phase. This slide outlines the three stages of the production process: Preproduction – all work that must be done before the actual shooting of the commercial Production – filming or videotaping of the commercial Postproduction – activities that occur after the commercial is recorded such as editing, audio/video mixing and duplicating Use of this slide This slide can be used to introduce the production process of creating television commercials. The details of the activities at each stage are shown on subsequent slides. Postproduction Work after spot is filmed or recorded © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Preproduction Tasks Preproduction Select a Director Select a Director
Preproduction Meeting Choose Production Company Choose Production Company Preproduction Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text. Summary Overview This slide summarizes the various tasks to be completed in the preproduction phase of the overall production process. These tasks include: Selecting a director Choosing a production company Bidding process Cost estimation and timing Developing a production timetable Casting Set construction Use of slide This slide can be used to discuss the many tasks to be completed during the preproduction stage of the overall production process. It is important that these tasks be completed and approved by the client before production begins. Production Timetable Production Timetable Bidding Bidding Cost Estimation and Timing Cost Estimation and Timing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Production Tasks Production Location Versus Set Shoots
Night/weekend Shoots Talent Arrangements Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text. Summary Overview This slide summarizes the tasks to be completed in the production phase of the overall production process. These tasks are: Decision regarding where to shoot – location or set Timing of shoots – night, weekends Talent arrangements Use of this slide This slide can be used to discuss tasks to be completed during the production stage of the commercial development process. Location Versus Set Shoots Night/weekend Shoots © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Postproduction Tasks Editing Editing Processing Processing
Release/ Shipping Sound Effects Sound Effects Postproduction Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text. Summary Overview This slide summarizes the tasks to be completed in the postproduction phase of the overall production process. These tasks include such activities as: editing, processing, sound effects, audio/video mixing, and duplicating. : Obtaining client approval of the final commercial Shipping and releasing Use of the slide This slide can be used to discuss tasks to be completed during the postproduction stage of the overall production process. These are the final activities to be completed prior to the release of the commercial. Duplicating Duplicating Audio/Video Mixing Audio/Video Mixing Client/agency Approval Opticals Client/agency Approval Opticals © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Strategy Who is our audience? Where is our audience?
How can we reach them for the lowest possible cost?

Important Issues Affecting Media Planning
Measurement Media fragmentation Advertiser control of media Blending of advertising/programming Rise of alternative media Globalization of media channels Need for quantification

Media Terminology Media Planning A series of decisions involving the delivery of messages to audiences A series of decisions involving the delivery of messages to audiences Media Objectives Goals to be attained by the media strategy and program Goals to be attained by the media strategy and program Media Strategy Relation to text This slide relates to the material on pp of the text. Summary Overview This slide shows some of the various terms used in media planning and strategy. They include: Media planning – decisions involved in delivering the message to the audience. Media objectives – goals of the media strategy Media strategy – plans of actions to attain the media strategy Media – the various delivery systems including broadcast and print Broadcast media – radio or television Use of this slide This slide can be used to introduce and provide a brief overview of the basic terms and concepts of media planning and strategy. Decisions on how the media objectives can be attained Decisions on how the media objectives can be attained Media The various categories of delivery systems, including broadcast and print media The various categories of delivery systems, including broadcast and print media Broadcast Media Either radio or television network or local station broadcasts © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Terminology Print Media Publications such as newspapers, magazines, direct mail, outdoor, etc. Publications such as newspapers, magazines, direct mail, outdoor, etc. Media Vehicle The specific carrier within a medium category The specific carrier within a medium category Reach Relation to text This slide relates to material on pp of the text. Summary Overview This slide includes some additional terms used in media planning and strategy. They include: Print Media – publications such as magazines and newspapers or direct mail Media vehicles – specific carrier within the media category Reach – number of different audience members exposed at least once to a media vehicle in a given time period Coverage – potential audience that might receive a message through a vehicle Frequency – number of times the receiver is exposed to a media vehicle during a specified time period Use of this slide This slide can be used to introduce, and provide a brief overview of, the basic terms and concepts of media planning and strategy. Number of different audience members exposed at least once in a given time period Number of different audience members exposed at least once in a given time period Coverage The potential audience that might receive the message through the vehicle The potential audience that might receive the message through the vehicle Frequency The number of times the receiver is exposed to the media vehicle in a specific time period © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Five “Rights” of Media Right Audience
Media planners use research sources to make sure the media they recommend reaches the correct audience for the product

Five “Rights” of Media The Right Media
Is the media recommended appropriate for the audience? Is the media recommended right for the creative?

Message Factors Determining Frequency
or Creative Factors Message Complexity Message Complexity Message Uniqueness Message Uniqueness New Vs. Continuing Campaigns New Vs. Continuing Campaigns Image Versus Product Sell Relation to text This slide relates to material on pp and Figure of the text. Summary Overview To determine effective frequency there are many factors that need to be considered. The message factors to be considered include: Message complexity – the simpler the message the less frequency required Message uniqueness – the more unique the message the less frequency required New vs. continuing campaign – new campaigns require a higher frequency Image vs. product sell – creating an image requires a higher frequency Message variation – a single message requires less frequency Wearout – higher frequency leads to faster wearout Advertising units – larger units require less frequency Use of this slide This slide can be used to discuss the various message factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Image Versus Product Sell Message Variation Message Variation Wearout Advertising Units Wearout © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Factors Determining Frequency
Clutter Clutter Scheduling Repeat Exposures Repeat Exposures Media Factors Relation to text This slide relates to material on pp and Figure of the text. Summary Overview To determine effective frequency there are many factors that need to be considered. The media factors that must be taken into consideration include: Clutter – more clutter requires higher frequency Repeat exposures – media that allow for more repeat exposures require less frequency Editorial environment – the more consistent the ad is with the editorial environment the less frequency required Number of media used – fewer media the lower the frequency required Attentiveness – the higher the level of attention achieved by the media, the less frequency required Scheduling – continuous scheduling requires less frequency Use of this slide This slide can be used to discuss the various media factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Attentiveness Attentiveness Editorial Environment Editorial Environment Number of Media Used Number of Media Used © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Five “Rights” of Media The Right Exposure Level
How many impressions can we achieve? What is the reach of the media? What frequency can we afford? Issues of share and ratings

Five “Rights” of Media Plan
The Right Timing Seasonal factors Competition Sales cycle Duration Flighting Pulsing Continuous scheduling Front end loaded

Three Scheduling Methods
Continuity Flighting Relation to text This material relates to material on pp and Figure of the text. Summary Overview The primary objective of media scheduling is to time advertising efforts so that they will coincide with the highest potential buying periods. This slide shows the three scheduling methods available to the media planner: Continuity – continuous pattern of advertising; every day, every week, or every month Flighting – intermittent periods of advertising and no advertising Pulsing – combination of the first two; continuity is maintained but at certain periods advertising is increased. Use of this slide This slide can be used to explain the various scheduling options available to the advertiser. The optimal scheduling schedule can be affected by buying cycles. A continuity schedule can be appropriate with food products, household products and products consumed on an ongoing basis. A flighting schedule is well suited to seasonal or other products that are consumed mostly during certain time periods. A pulsing schedule may be used for products that have little sales variation from period to period, but might see some increase in certain times such as cold beverages in the hot summer months. Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Five “Rights” of Media Right Cost Measure of efficiency
Making sure that available budget is used for maximum impressions of the target audience Cost per rating point (broadcast) Cost per thousand impressions (print)

Determining Relative Cost of Media-Print
Cost per thousand (CPM) Relation to text This slide relates to material on pp of the text which discusses the relative cost of media. Summary Overview An important decision in the development of the media strategy is estimating the relative cost of advertising in various media. The overall objective of the advertiser is to deliver the message to the target audience at the lowest rate with the least waste. This slide shows how the cost of print media is calculated. CPM refers to cost per thousand people reached and is calculated for print media such as magazines by dividing the cost of the ad space by the circulation and multiplying this amount by 1000. Use of this slide This slide can be used to discuss how the relative cost of print media is calculated. This formula is used to compare the relative costs of print media such as magazines and is often used for other media as well. Cost of ad space (absolute cost) Circulation CPM = X 1,000 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Determining Relative Cost of Media-Broadcast
Cost per rating point (CPRP) Relation to text This slide relates to material on pp of the text. Summary Overview An important decision in the development of the media strategy is estimating the relative cost of advertising in various media. The overall objective of the advertiser is to deliver the message to the target audience at the lowest cost. This slide shows how the cost of broadcast media is calculated using CPRP (often referred to as CPP) which refers to cost per rating point. A rating point represents 1 percent of all households in a particular area who are tuned into a specific program. Use of this slide This slide can be used to demonstrate how the relative cost of broadcast media is calculated by using the cost per rating point formula. CPRP = Cost of commercial time Program rating © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing the Media Plan
Situation Analysis Situation Analysis Marketing Strategy Plan Marketing Strategy Plan Creative Strategy Plan Creative Strategy Plan Setting Media Objectives Setting Media Objectives Determining Media Strategy Determining Media Strategy Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text. Summary Overview The media plan determines the best way to get the advertiser’s message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide. Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow. Selecting Broad Media Classes Selecting Broad Media Classes Selecting Media Within Class Selecting Media Within Class Media Use Decision — Print — Broadcast — Other Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Television Pros and Cons
Advantages Disadvantages Mass Coverage Mass Coverage Low Selectivity Low Selectivity High Reach High Reach Short Message Life Short Message Life Impact of Sight, Sound and Motion Impact of Sight, Sound and Motion High Absolute Cost High Absolute Cost Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using television as a medium. Some of the more noteworthy advantages are the fact that it is a mass medium with high reach and it is provides a combination of sight, sound, and motion. The major disadvantages of TV as an advertising medium are that it has a high absolute cost, potentially high production costs for commercials, and has become very cluttered. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using television as an advertising medium. Chapter 11 provides a more complete evaluation of television as a medium. High Prestige High Prestige High Production Cost High Production Cost Low Cost Per Exposure Low Cost Per Exposure Clutter Attention Getting Attention Getting Favorable Image Favorable Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Radio Pros and Cons Advantages Disadvantages Local Coverage
Audio Only Audio Only Low Cost Low Cost Clutter Clutter High Frequency High Frequency Low Attention Getting Low Attention Getting Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using radio as a medium. Some of the more noteworthy advantages are the fact that radio has local coverage, is low cost, and may result in high frequency of exposures. The major disadvantages of radio advertising is that it has high clutter, low attention getting ability, and provides only an audio message. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using radio as an advertising medium. Chapter 11 provides a more complete evaluation of broadcast media including radio. Flexible Flexible Fleeting Message Low Production Cost Low Production Cost Well-segmented Audience Well-segmented Audience © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Magazine Pros and Cons Advantages Disadvantages Segmentation Potential
Long Lead Time for Ad Placement Long Lead Time for Ad Placement Quality Reproduction Quality Reproduction Visual Only Visual Only High Information Content High Information Content Lack of Flexibility Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using magazines as an advertising medium. Some of the more noteworthy advantages of magazines as advertising media vehicles are the fact that they have good potential for segmentation, provide quality reproduction, and have longevity. The major disadvantages are it they have long lead times, provide only a visual message, and often lack flexibility. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using magazines. Chapter 12 provides a more complete evaluation of print media including magazines. Longevity Longevity Multiple Readers Multiple Readers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Newspaper Pros and Cons
Advantages Disadvantages High Coverage High Coverage Short Life Short Life Low Cost Low Cost Clutter Clutter Short Lead Time for Placing Ads Short Lead Time for Placing Ads Low Attention Getting Low Attention Getting Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using newspapers as a medium. Some of the more noteworthy advantages are the fact that they have good potential for high coverage, the cost is relatively low, and they have short lead times. The major disadvantages of newspapers are that they have a short reading life, high levels of advertising clutter, and may have low attention getting ability. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using newspapers as an advertising medium. Chapter 12 provides a more complete evaluation of newspapers. Ads Can Be Placed in Interest Sections Ads Can Be Placed in Interest Sections Poor Reproduction Quality Poor Reproduction Quality Timely (Current Ads) Timely (Current Ads) Selective Reader Exposure Reader Controls Exposure Reader Controls Exposure Can Be Used for Coupons Can Be Used for Coupons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Outdoor Pros and Cons Advantages Disadvantages Location Specific Location Specific Sort Exposure Time Sort Exposure Time High Repetition High Repetition Short Ads Short Ads Easily Noticed Easily Noticed Poor Image Poor Image Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using outdoor as an advertising medium. Some of the more noteworthy advantages are the fact that outdoor ads are location specific, easily noticed, and allow for high repetition. The major disadvantages are that outdoor has a short exposure time, can accommodate only short messages, and may have a poor image. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using outdoor advertising. Chapter 13 provides a more complete evaluation of outdoor media. Local Restrictions © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct Mail Pros and Cons
Advantages Disadvantages High Selectivity High Selectivity High Cost Per Contact High Cost Per Contact Reader Controls Exposure Reader Controls Exposure Poor Image (Junk Mail) Poor Image (Junk Mail) High Information Content High Information Content Clutter Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using direct mail as a medium. Some of the more noteworthy advantages of direct mail are that it is highly selective, the reader controls the exposure, and a great deal of information can be provided. The major disadvantages of direct mail are high cost-per-exposure, clutter, and poor image. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using direct mail as an advertising medium. Chapter 14 provides a more complete evaluation of direct marketing. Repeat Exposure Opportunities Repeat Exposure Opportunities © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Internet Pros and Cons Advantages Disadvantages
User Selects Product Information User Selects Product Information Limited Creative Capabilities Limited Creative Capabilities User Attention and Involvement User Attention and Involvement Websnarl (Crowded Access) Websnarl (Crowded Access) Interactive Relationship Interactive Relationship Technology Limitations Technology Limitations Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using the Internet as an advertising medium. Some of the advantages of the Internet are the fact the user selects the information, is usually attentive and involved, and the medium is interactive. The major disadvantages of the Internet are limited creative capabilities, web snarl, and a lack of valid measurement techniques. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using the Internet as an advertising medium. Chapter 15 provides a more complete evaluation of the Internet. Direct Selling Potential Direct Selling Potential Few Valid Measurement Techniques Few Valid Measurement Techniques Flexible Message Platform Flexible Message Platform Limited Reach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Support Media Are Also Referred to As:
Alternative Media Nonmeasured Media Nontraditional Media Relation to text This slide relates to material on pp. 432 of the text. Summary Overview This slide introduces other types of integrated marketing communication tools called support media. Support media uses a variety of channels to deliver the communication message and are also referred to as, alternative media, nonmeasured media, or nontraditional media. Use of this slide This slide can be used to introduce support media and the role they play in the IMC process. Alternative Media Nonmeasured Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Role of Support Media
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages. Relation to text This slide relates to material on p. 432 of the text. Summary Overview The role of support media is to reach those people in the target audience that primary media such as TV or print may not have reached and to reinforce or support the advertising message. Use of this slide This slide can be used to discuss the role of support media in the IMC program. Many advertisers have increased their use of support media and will continue to increase their use as new alternatives are developed. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Examples of Support Media
Outdoor Advertising Outdoor Advertising Aerial Advertising Aerial Advertising Mobile Billboards Mobile Billboards Support Media Relation to text This slide relates to material discussed included throughout this chapter. Summary Overview There are various forms support media. Some of the more popular types are: Outdoor advertising Aerial advertising Mobile billboards In-store media Promotional products Yellow pages Other media Use of this slide This slide can be used to introduce the various forms of support media. More detailed discussion of each type will follow. In-store Media In-store Media Promotional Products Promotional Products Yellow Pages Yellow Pages Other Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Creative Approach to Support Media
Relation to text This slide relates to material on pp Summary Overview This slide shows an example of a creative outdoor billboard for Perrier that goes beyond two dimensions. Outdoor advertising has become increasingly creative and many companies use clever images such as this to get people’s attention. Use of this slide This slide can be used to provide an example of outdoor advertising and how marketers have become very creative in the use of the medium. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Buildings Become Billboards
Relation to text This slide relates to material on p of the text. Summary Overview This slide shows an example of how buildings can become large billboards. This type of outdoor advertising is particular prevalent and effective in large downtown metropolitan areas. This large image on the side of this hotel with the wording “Our models can beat up their models” is likely to be an attention-getter for Levis. Use of this slide This slide can be used to show other forms of outdoor advertising such as putting billboards on the sides of large buildings. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Many Marketers Find Aerial Ads Effective
Relation to text This slide relates to material on p. 436 of the text. Summary Overview This slide shows another example of aerial advertising. BayBank is using this form of advertising to generate interest and attention. Aerial advertising is generally used in large metropolitan areas or where there are large gatherings of people such as beaches, outdoor concerts, and sporting events. Use of this slide This slide can be used to show an example of aerial advertising. Generally these media are not that expensive in absolute terms and can be useful for reaching specific target audiences. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Trucks Become Billboards on Wheels
Relation to text This slide relates to material on p and Exhibit 13-6 of the text. Summary Overview This slide shows an example of a truck being used as a mobile billboard. Mobile billboards can be effective and affordable to both small and large companies. The American Trucking Association estimates that a truck traveling 60,000 miles a year can create nearly 10 million viewer impressions. Use of slide This slide can be used to show an example of a mobile billboard. Trucking companies can generate revenue by putting messages on their vehicles and trucks can also be an effective way to deliver messages to the public. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Other Miscellaneous Outdoor Media
Wall Drawings Wall Drawings Car Top Signs Car Top Signs Sidewalk Signs Ski Lift Poles Ski Lift Poles Media Options Relation to text This slide relates to material on p. 437 and exhibit 13-5 of the text. Summary Overview This slide shows examples of other types of outdoor media. These include wall drawings, car top signs, messages on ski lift poles, gasoline pumps, trashcans, ATM displays, parking meters and signs on sidewalks. Use of this slide This slide can be used to discuss the numerous examples of other outdoor media. Marketers are looking for every conceivable place where they can place an advertising message that will reach consumers. Many of these can be effective and affordable to both small and large companies. Parking Meters Parking Meters Gasoline Pumps Gasoline Pumps ATM Displays Trash Cans ATM Displays Trash Cans © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional Products Marketing
A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. Relation to text This slide relates to material on p. 443 of the text. Summary Overview This slide describes promotional products marketing, also known as specialty advertising. Promotional products marketing can be described as both an advertising and sales promotion medium. There are thousands of specialty items in promotional products marketing including such things as pens, mugs, key rings, calendars, T-shirts, and matchbooks. Use of this slide This slide can be used to introduce promotional products marketing. Specialty items are used for many promotional reasons such as a thank you for patronage, keeping the name of company in front of the customer, and introducing new products, or services. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

“Got Milk” Promotional Products
Relation to text This slide relates to material on p. 443 of the text. Summary Overview This slide shows the various forms of promotional products that are associated with the “Got Milk?” campaign for the California Milk Processor Board. The “Got Milk?” logo has been put on a variety of promotional items including cups, glasses, plates, trash cans, bowls and many other items. Use of this slide This slide can be used to show an example of the many specialty items that have resulted from the “Got Milk?” ad campaign. These products are designed to keep the tagline in front of customers. You might note how these items help extend the “Got Milk?” message far beyond the humorous commercials shown on television. + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional Products Pros & Cons
Advantages Disadvantages Selectivity Selectivity Poor Image Poor Image Flexibility Flexibility Saturation Saturation Frequency Frequency Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the advantages and disadvantages of using promotional products marketing. Advantages Selectivity – distributed directly to the targeted customer Flexibility – a variety of specialty items are available Frequency – designed for retention which results in repeat exposures Economy – most items are affordable Goodwill – free gifts make consumer feel good Augmentation – supplement other media Disadvantages Poor image – can cheapen brand/company image with cheap giveaway Saturation – many organizations use this medium Lead time – can take time to have large numbers of items produced Use of this slide This slide can be used to discuss the advantages and disadvantages of using promotional products. This medium is the fastest growing of all advertising or sales promotion media and can be a very effective tool as a supplement to traditional media. Lead Time Economy Economy Goodwill Goodwill Augmentation Augmentation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising in Movie Theaters
Advantages Disadvantages High Exposure High Exposure Irritation Irritation Audience Mood Audience Mood Cost (Maybe) Cost (Maybe) Cost (Maybe) Relation to the text This slide relates to material on pp Summary Overview Many movie theaters are now showing commercials shown before the feature film and previews. This slide discusses the advantages and disadvantages of showing ads in movie theaters. Advantages High exposure – over a billion people go to movies every year Audience mood – good moods can carry over to the product Cost – low in absolute and cost per exposure Good recall – high percentage of recall compared to TV Lack of clutter – theaters limit the number of ads Proximity – theaters are close to shopping malls where many products are purchased Disadvantages Irritation – people do not want to see ads in movie theaters Cost – CPM’s tend to be higher than in other media Use of this slide This slide can be used to discuss the advantages and disadvantages of using movie theater advertising. While only two disadvantages of theater advertising is mentioned, the irritation aspect is a strong one. Many people who have paid to see a movie perceive advertising as an intrusion. Advertisers should thus be cautious in their use of this medium. Good Recall Good Recall Lack of Clutter Lack of Clutter Proximity Proximity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Product Placements Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show. May also take place in other media such as videogames, books, etc. Relation to text This slide relates to material on p. 450 of the text. Summary Overview An increasingly common way to promote a product or service is by showing the actual product or an ad for it as part of a movie or TV show. This slide presents the definition of product placements. Companies will pay to have their product used in movies and music videos. It can be an effective means of communicating as the viewers seeing a brand in a TV show or movie may perceive it as part of the story rather than as a form of promotion. Use of this slide This slide can be used to introduce product placements which are becoming increasingly common in television shows, movies, and music videos. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Product Placements in Movies & TV
Advantages Disadvantages High Exposure High Exposure High Absolute Cost High Absolute Cost High Frequency High Frequency Time of Exposure Time of Exposure Media Support Media Support Limited Appeal Limited Appeal Relation to text This slide summarizes the advantages and disadvantages of product placements in movies and TV. . Advantages High exposure High frequency Media support Source association with the actor/actress using the product Economy High recall Bypass regulations Viewer acceptance Disadvantages High absolute cost Time of exposure Limited appeal Lack of control when/where placed in the movie Public relations Competition from other products Negative placement in a negative scene Use of slide This slide can be used to discuss the various pros and cons of using product placement as an advertising medium. The use of product placement has become commonplace as more and more advertisers are paying for their products to be displayed or even integrated into a movie or television show. Source Association Source Association Lack of Control Lack of Control Economy Economy Public Reactions Public Reactions High Recall High Recall Competition Competition Bypass Regulations Bypass Regulations Negative Placements Viewer Acceptance Viewer Acceptance © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Types of In-flight Advertising
Magazines Magazines Catalogs Catalogs Relation to text This slide relates to material on pp of the text. Summary Overview Another rapidly growing medium is in-flight advertising. In-flight advertising includes the following forms: Magazines Catalogs Videos Radio Use of this slide This slide introduces in-flight advertising which has become a popular way to reach consumers. Nearly every airline has an in-flight magazines and most have video and audio programming available where advertising messages can be run. Radio Videos Videos © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

In-Flight Advertising
Advantages Disadvantages A Desirable Audience A Desirable Audience High Potential for Irritation High Potential for Irritation A Captured Audience A Captured Audience Limited Availability of Medium Limited Availability of Medium Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the advantages and disadvantages of in-flight advertising. Advantages Reaches a very desirable audience Reaches a captive audience Low relative cost Segmentation capabilities Disadvantages High potential for irritation Limited availability of medium Lack of audience attention Potential for rapid wearout Use of this slide This slide can be used to discuss the various pros and cons of using in-flight advertising as an advertising medium. As the number of flying passengers increases, so does the attractiveness of the medium. Low Relative Cost Low Relative Cost Lack of Audience Attention Lack of Audience Attention Segmentation Possibilities Segmentation Possibilities Potential for Rapid Wear out © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative and Media Strategy

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