1. advertising
B341

2. The Nature and Types of Advertising
Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Promotes goods, services, ideas, images, issues, people, and anything else that advertisers want to publicize or foster

3. General Steps in Developing and Implementing an Advertising Campaign
FIGURE 18.1

4. Advertising Pyramid Action Desire Conviction Comprehension Awareness
Slide 48
Copyright © 2000 by Houghton Mifflin Company. All rights reserved.

5. The Nature and Types of Advertising

6. Institutional Ads
Ads that promote a companies overall philosophy, or portray a positive image for the firm without really attempting to focus on any specific product or service.
Church Family commercials

7. Comparative Ads
Are legal in the U.S., but proper substantiation required for any claims made.
Some countries prohibit comparative ads.

8. Copy Platform Given to the ad agency creative team Provides:
Objective Statement (what are we trying to accomplish and with which target?)
Positioning Statement
Supporting evidence (back up the positioning)
Tone Statement – personality of the campaign (emotional? humorous? rationale? informational?)

9. A Big Idea Conveys the positioning Appeals to the target
Delivers on the objective
Breaks through (gets attention)
Is memorable
Has legs
Can be used in multiple mediums
Can be executed in several different versions of the same idea.
More info

10. Big Idea Should be 3 or 4 sentence
Should explain the content of the promotions so I would have an idea what individual ads would look like
If there is a “clever twist” it should be explained
Can include a slogan or tag line

11. Objectives Create awareness Stimulate demand Encourage product trial
Identify prospects
Retain loyal customers
Facilitate reseller support
Combat competitive promotional efforts
Reduce sale fluctuations

12. Reach and Frequency
Reach: % of target audience reached at least once by your media plan
Frequency: average # of times a target audience member sees the ad in a four-week period.

13. Reach vs. Frequency Often, you can’t afford to hit both real heavy.
Maximize reach if you have a cutting edge, breakthrough campaign, or are simply trying to maintain loyalty.
set a minimum frequency (3x for established brand, 5x for new brand) and then maximize reach
Maximize frequency if you have an action objective, a complex message, or heavy competitive advertising levels.
Set a minimum reach – say 50%, and then maximize frequency

14. Roman Meal Example Target Women 50-65
Focus on two months of seasonal increase in bread usage Sept/Oct 1993
Nationally , bought combination of daytime and early morning
Reach 69%, Frequency 9.8x per month
Locally in key markets, added early news and prime access
Reach 80%, Frequency 4.0x per month

15. Roman Meal Example Target Women 50-65
Today Show rating points
Good Morning America 4.8 rating points
CBS This Morning 3.7 rating points
Price is Right rating points
Price is Right rating points
Young and Restless rating points
As the World Turns 7.2 rating points
Bold and Beautiful 7.9 rating points

16. Developing an Advertising Campaign
Determining the Advertising Appropriation

18. Developing an Advertising Campaign
Developing the Media Plan
Specifies media vehicles (e.g., magazines, radio, and television stations, and newspapers) and the schedule for running the advertisements
Plan objectives focus on achieving the reach and frequency that the budget will allow.
Reach: the percentage of consumers in a target market exposed to an advertisement in a specified period
Frequency: the number of times targeted consumers are exposed to an advertisement in a specified period
Example

19. Developing an Advertising Campaign
Developing the Media Plan (cont’d)
Cost comparison indicator
A means of comparing the cost of vehicles in a specific medium in relation to the number of people reached
The indicator is stated as the cost for exposing one thousand people (CPM) to an advertisement in a medium.
Media scheduling types
Continuous
Flighting
Pulsing

21. Media Alternatives Newspapers Television
Good for mass coverage of a local market
Often not good for highly targeted audiences
Purchased in standard ad units (# columns x inches)
Television
mass or targeted coverage (thanks to cable)
sight, sound and motion makes it best for shaping attitudes
very expensive in most markets; also high production costs
Prime time best for mass audiences; may be wasteful for targeted audiences. Daytime, early fringe late fringe or local news may be best

22. Television Dayparts Mountain Time Zone
Early Morning – local and network, before 8 am
Daytime – 8 to 3pm - network
Early Fringe – local, before local news
Early News – local and network
Prime access – local, hour before prime
Prime Time – 7 to 10 pm network
Late News – local
Late fringe – network, after local news

23. Media Alternatives Direct Mail Radio
targeted, geo-demographic coverage
high costs, unreliable mailing lists
Radio
psychographic targeting via station formats
fast, cheap production
highly fragmented audience

24. Radio Dayparts may vary by station
Morning Drive to 10
Daytime 10 to 3
Afternoon drive 3 to 7
Nighttime 7 to midnight
All night midnight to 6

25. Media Alternatives Magazines Outdoor Interactive
product-related and psychographic targeting
quality image
long lead time, poor frequency
Outdoor
mass coverage, great frequency
simple, short message
Interactive
two-way communication! But many technical problems still exist.

29. Developing an Advertising Campaign
Creating the Advertising Message
Product Features, Uses,
and Benefits
Characteristics of the
Target Audience
Advertising Campaign
Objectives and Platform
Choice of Media
Form and
Content of
Advertising
Message

30. Developing an Advertising Campaign
Creating the Advertising Message (cont’d)
Copy: the verbal portion of advertisements
Includes headlines, subheadlines, body copy, and signature
Copy guidelines
Identify a specific desire or problem
Recommend the product as the best way to satisfy the desire or solve the problem
State product benefits
Substantiate advertising claims
Ask the buyer to take action
Southwest

31. Developing an Advertising Campaign
Creating the Advertising Message Storyboard
A mockup combining copy and visual material to show the sequence of major scenes in a commercial
Plugged “Hum”
Unplugged “Buzz”
Leap “Yeah”
Upset “Oops”

32. Developing an Advertising Campaign
Creating the Advertising Message (cont’d)
Artwork
An ad’s illustration and layout
Illustrations
Photos, drawings, graphs, charts, and tables used to spark audience interest
Layout
The physical arrangement of an ad’s illustration and copy

33. Developing an Advertising Campaign (cont’d)
Executing the Campaign
Planning and coordination
Implementation
Detailed scheduling of campaign phases
Evaluation and corrective action as necessary to make the campaign more effective

34. Creative (copywriter’s)Pyramid
5. Action
4. Desire
3. Credibility
2. Interest
1. Attention
More info
Slide 68
Copyright © 2000 by Houghton Mifflin Company. All rights reserved.

35. Developing an Advertising Campaign (cont’d)
Evaluating Advertising Effectiveness

36. Public Relations Public Relations Public Relations Tools
Communications efforts used to create and maintain favorable relations between an organization and its stakeholders
Focuses on enhancing the image of the total organization
Public Relations Tools
Written materials
Brochures • Newsletters • Company magazines
News releases • Annual reports
Corporate identity materials • Speeches
Sponsored events

37. Public Relations (cont’d)
Publicity: a news story type of communication transmitted through a mass medium at no charge
News release Microsoft Capsoft Walmart
A short piece of copy publicizing an event or a product
Feature article
A manuscript of up to 3,000 words prepared for a specific publication
Captioned photograph LDS Church
A photo with a brief description of its contents
Press conference
A meeting used to announce major news events