1. Marketing Management Dawn Iacobucci
© 2010 South-Western, a part of Cengage Learning

2. Integrated Marketing Communications: The Advertising Message
Chapter 10

3. What is Advertising?
Communicate about products, brands, and position in marketplace
TV ads, radio ads, print ads, billboard, pop-up ads, sponsored events, etc.
Integrated Marketing Communications
Maintain message's consistency across media choices

4. Advertising Advertising--short and long-term effects
Immediate and short-lived
Long-term impact on sales and brand equity
Demonstrating direct effect--complicated

5. Why is Advertising Important?
Facilitate customers’ awareness
Persuade customers that brand is superior to competitors’

6. Three Considerations
Goals must be clear
Measures are imperfect
It is a long-term game, does not pay off immediately

7. Goals of Ad Campaign Various goal models exist
e.g., Attention, Interest, Desire, Action (AIDA)
Goals largely fall into three categories
Cognition: increase brand awareness and knowledge
Affect: enhance brand attitudes and positive associations
Behavior: encourage more brand buying

8. Goals of Ad Campaigns

9. Ad Goals and PLC
Introduction: get the word out, inform the consumer of offering
Growth: enhance positive attitudes about offering
Maturity: remind consumers of offering
Decline: ad spending is greatly reduced

10. Promotion Varies Over the Life Cycle
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 Indicates place where slide “builds” to include the corresponding point (upon mouse click).
“Let’s tell those who still want our product”
“Our brand is better, really”
“Our brand is best”
“This new idea is good” 28

11. Dyadic Communication Three components
A source encodes a message (the firm)
A message (the ad)
A receiver decodes the message (customer)
Copy testing is conducted prior to an ad launch to learn whether the intended target correctly understands the message

12. The Traditional Communication Process
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 Indicates place where slide “builds” to include the corresponding point (upon mouse click).
Source
Feedback
Noise
Encoding
Message channel
Decoding
Receiver 14

13. Encoding & Decoding Depend on a Common Frame of Reference
This slide refers to material on pp. 368. 15

14. Types of Ads

15. One-sided Argument Ads
Focuses on expressing product’s benefits
“Cleanup is easy and hassle-free

16. Two Sided Argument Ads Emphasizes benefits but acknowledges weaknesses
Stand out and are seen as more credible
“We cost more” because “we’re of better quality”

17. Noncomparative Ads
A brand is mentioned and its features, attributes, image, etc. are conveyed

18. Comparative Ads A brand is mentioned as is the brand of a competitor
Market leaders typically do not do comparative ads

19. Product Demonstrations Ads
Are vivid and make consumers' expectations clear
Consumers see what they'd get for their money

20. A problem is depicted and the brand is featured as the solution
Drama Ads
A problem is depicted and the brand is featured as the solution
Dramas are more memorable than a listing of features

21. Humor Ads May break through the media clutter and be buzz-worthy
May remember joke not product
May insult
May “wear out”
Usually not cost efficient

22. Fear Ads Are negative emotions
For a fear appeal to be effective, the ad must provide a solution to reduce the consumer’s fear

23. Subliminal Ads
Ads shown fast enough that viewers cannot point to the ad. The ad was thought to have an effect on the subconscious
Considered unethical and never shown to work

24. Image Ads Used to convey an image
More abstract than features and attributes
Good for positioning

25. Endorsement Ads Have a brand spokesperson Celebrities Experts
Regular people
Source credibility effect

26. Elaboration Likelihood Model
Central
Ad’s argument persuades
Occurs when customers are highly involved with brand and motivated to process the ad
Peripheral
Ad’s peripheral cues persuade not argument
Attractiveness or credibility of endorser, style of ad, etc.
Occurs when customers are not involved with brand and not motivated to process

27. Which Type of Ad?
Sometimes, companies in an industry use the same appeal
Cars: product demonstrations
Investments: expert spokespeople
Usually, companies use appeals consistent with their positionings
Always consider the goal of the ad

28. Measuring Cognitive Goals
Awareness and Knowledge
Recall: Which brands do you remember seeing advertised last night on TV?
Day after Recall (DAR)
Recognition: Do you remember seeing an ad for Disney Cruises last night?
Mere exposure
Sheer familiarity from repeated exposure will in time enhance the viewer’s favorability

29. Measuring Affective Goals
Measure image and preference
Usually done prior to launch
Concept testing
3-4 focus groups of 8-10 “random” participants who may be screened on relevant criteria are shown the underlying ideas of the ad
Ads are usually in preliminary development
Consumers responses to ad, brand, etc. are evaluated

30. Measuring Affective Goals (continued)
Copy testing (continued)
Larger random samples of consumers view a TV program and ads. After 30 minutes, consumers take survey.
Ad evaluation items
Stimulation (curious, enthusiastic, etc.)
Information (useful, credible, etc.)
Negative emotion (irritation, etc.)
Transformation (enjoyment, satisfied feeling, etc.)
Identification (felt involved with it, etc.)

31. Attitudes Toward Ad & Brand
Marketers also measure attitudes toward the ad (Aad) and brand (Abrand)
Positive (Aad) & (Abrand) are both important
Marketers believe
AadAbrandlikelihood to purchase

32. Dial Procedures
Dial procedures are utilized to capture ineffective sections of ads
Participants turn the dial from the left (“I hate this”) to the right (“I think this is great”) continually while viewing the ad

33. Study Question 1
All elements of the marketing mix are important, but _____ is the most direct communication link.
a. marketing
b. advertising
c. price
d. place B

34. Study Question 2
SuperStore is researching its options regarding the quickest way the company can increase sales. SuperStore’s research should lead them to which of the following?
a. price promotion
b. advertise
c. raise prices
d. none of these A

35. Study Question 3
In the basic model of dyadic communication there are three parts. Which of the following is NOT one of the parts?
a. source
b. message
c. receiver
d. all of these are parts D

36. d. three-sided argument
Study Question 4
SnowBlowers, Inc. expresses the benefits of using its snowblowers. What type of argument is SnowBlowers, Inc. using?
a. two-sided argument
b. four-sided argument
c. one-sided argument
d. three-sided argument C

37. Study Question 5
In a(n) _____, the featured brand name is mentioned, as is the brand name of a competitor.
a. cognitive ad
b. comparative ad
c. noncomparative ad
d. emotional ad B

38. Study Question 5 B