Chapter 8: ADVERTISING:MESSAGESandMEDIA 8.1

The Nature and Scope of Advertising ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE. SIMPLE BUT COMPREHENSIVE DEFINITION INCLUDES A COMPANY OR ORGANIZATION THAT PAYS FOR ADVERTISING REFERRED TO AS: Client Client Sponsor Sponsor COMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE MET Communication Must be Paid For Communication Must be Paid For Communication Must be Delivered to an Audience via Mass Media Communication Must be Delivered to an Audience via Mass Media Communication Must be Attempting Persuasion Communication Must be Attempting Persuasion8.2

The Nature and Scope of Advertising (con’t) ADVERTISING, ADVERTISEMENTS, AND ADVERTISING CAMPAIGNS Advertising – Paid, Mass-Media Attempt to Persuade Advertising – Paid, Mass-Media Attempt to Persuade Advertisement – Specific Message Placed to Persuade an Audience Advertisement – Specific Message Placed to Persuade an Audience Advertising Campaign – Series of Coordinated Advertisements that Communicate a Reasonably Cohesive & Integrated Theme Advertising Campaign – Series of Coordinated Advertisements that Communicate a Reasonably Cohesive & Integrated Theme  Theme May Be Made Up of Several Claims – Should be Essentially One Theme  Advertising Campaigns may be Developed Around a Single Advertisement, or Several Advertisements 8.3

Advertising Campaigns Use a Series of Coordinated Advertisements with a Similar Look, Feel, and Message

The Nature and Scope of Advertising (con’t) Audiences for Advertising: Audience and Target Audience Audiences for Advertising: Audience and Target Audience Audience Categories Audience Categories Household Consumers Household Consumers Business Organizations Business Organizations Trade Channel Trade Channel Professionals Professionals Government Government 8.5

Some Advertising Targets Professionals Like This Ad Aimed at Doctors

Audience Geography Globalized Advertising Globalized Advertising International Advertising International Advertising National Advertising National Advertising Regional Advertising Regional Advertising Local Advertising Local Advertising Co-op Advertising Co-op Advertising 8.7

Not All Advertising is International or Even National- This Ad Targets a Local Audience This Ad Targets a Local Audience

Advertising Message Strategies Message Strategy – Consists of the Objectives to Pursue and Methods Used in an Advertisement or Advertising Campaign PROMOTE BRAND RECALL LINK A KEY ATTRIBUTE TO A BRAND NAME INSTILL BRAND PREFERENCE SCARE THE CONSUMER INTO ACTION TRANSFORM CONSUMPTION EXPERIENCES 8.9

Advertising Message Strategies (con’t) SITUATE THE BRAND SOCIALLY DEFINE THE BRAND IMAGE/IMAGE ADS PERSUADE THE CONSUMER; LARGEST CATEGORY OF AD STRATEGY Reason-Why Ads Reason-Why Ads Hard-Sell Ads Hard-Sell Ads Comparison Ads Comparison Ads Information-Only Ads Information-Only Ads Testimonial Ads Testimonial Ads Demonstration Ads Demonstration Ads Advertorial Ads Advertorial Ads INVOKE A DIRECT RESPONSE 8.10

What Message Strategy is Being Used Here? 8.11

What Message Strategy is Being Used Here? 8.12

Media-Planning Process DEFINITIONS Media Plan – Specifies Media in which Advertising will be Placed Media Plan – Specifies Media in which Advertising will be Placed Media Class – Broad Category of Media such as Television, Radio, or Newspapers Media Class – Broad Category of Media such as Television, Radio, or Newspapers Media Vehicle – Particular Option for Placement within a Media Class Media Vehicle – Particular Option for Placement within a Media Class8.13

Media-Planning Process (con’t) MEDIA OBJECTIVES – SET SPECIFIC GOALS FOR MEDIA PLACEMENT IN 3 AREAS: Reach – Media Chosen Must Reach the Target Audience Reach – Media Chosen Must Reach the Target Audience Graphic Scope of Media Graphic Scope of Media Identify Media that Cover Same Geographic Area Identify Media that Cover Same Geographic Area Competition is a Complicating Factor Competition is a Complicating Factor Geo-Targeting – Placed Advertisements in Geographic Regions Where Higher Purchase Tendencies are Evident Geo-Targeting – Placed Advertisements in Geographic Regions Where Higher Purchase Tendencies are Evident Message Weight Message Weight Duplication of Exposure Duplication of Exposure Unduplicated Audience Measurement Unduplicated Audience Measurement Gross Impressions Gross Impressions Between-Vehicle Duplication Between-Vehicle Duplication Within-Vehicle Duplication Within-Vehicle Duplication8.14

Media-Planning Process (con’t) MEDIA STRATEGIES Reach and Frequency Reach and Frequency Reach Reach Frequency Frequency Gross Rating Points Gross Rating Points Effective Frequency Effective Frequency Effective Reach Effective Reach8.15

Reach is a Key Message Strategy 8.16

Media-Planning Process (con’t) Continuity Continuity Continuous Scheduling Continuous Scheduling Flighting Flighting Pulsing Pulsing Length or Size of Advertisements Length or Size of Advertisements8.17

Media-Planning Process (con’t) MEDIA CHOICES Media Mix Media Mix Concentrated Mix – Focuses all Media Placement $$$ in One Media Concentrated Mix – Focuses all Media Placement $$$ in One Media Assorted Mix Media – Enjoys Multiple Media Alternatives Assorted Mix Media – Enjoys Multiple Media Alternatives –Different Messages/Different Media –Same Message/Placed in Different Media Audience Duplication Audience Duplication –Multi-Media Placement –Assorted Media Mix 8.18

Media-Planning Process (con’t) MEDIA CHOICES (con’t) Media Efficiency Media Efficiency Cost per Thousand (CPM) Cost per Thousand (CPM) Cost per Rating Point (CPRP) Cost per Rating Point (CPRP) Competitive Media Assessment Competitive Media Assessment Share of Voice Share of Voice Media Scheduling and Buying Media Scheduling and Buying Heavy-up Scheduling Heavy-up Scheduling Media Buying Media Buying Agency of Record Agency of Record Media-Buying Service Media-Buying Service 8.19

Cost Per Thousand Efficiency in Some Media is Sacrificed For Effective Reach 8.20