1. Advertising Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.

2. Advertising Objectives
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising

3. Developing the Advertising Campaign
Message generation and evaluation
Creative development and execution
Social responsibility review

4. Creative Brief Positioning statement Key message Target market
Objectives
Key brand benefits
Brand promise
Evidence of promise
Media
Background
Creative considerations

5. Developing Effective Communication
Step 1: Identifying the Target Audience
Affects decisions related to what, how, when, and where message will be said, as well as who will say it
Step 2: Determining Communication Objectives
Six buyer readiness stages
Goal 3: Learn the steps in developing effective marketing communications

6. Buyer-Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Goal 3: Learn the steps in developing effective marketing communications

7. Developing Effective Communication
Step 3: Designing a Message
AIDA framework guides message design
Message content contains appeals or themes designed to produce desired results
Rational appeals
Emotional appeals
Love, pride, joy, humor, fear, guilt, shame
Moral appeals
Goal 3: Learn the steps in developing effective marketing communications

8. Message Strategies
Cognitive
Affective
Conative

9. Cognitive Message Strategies
Generic
Preemptive
Unique selling proposition
Hyperbole
Comparative

10. Affective Message Strategies
Resonance
Emotional

11. Personal Values Comfortable life Pleasure Equality Salvation
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom

12. Advertising Appeals
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity

13. Humor Appeal Used in 30% of ads. Excellent in capturing attention.
Score high in recall tests.
Should be related directly to customer benefit.

14. Sex Appeal Subliminal techniques Nudity or partial nudity
Sexual suggestiveness
Overt sexuality
Sensuality

15. Music Appeal Has intrusive value Gains attention
Increases retention of visual information
Can increase persuasiveness

16. Rational Appeal Based on hierarchy of effects model.
Used by business-to-business advertisers.
Well-suited for
Print media
Complex products
High involvement products

17. Emotional Appeal Based on three ideas:
Consumers ignore most ads
Rational ads go unnoticed
Emotional ads can capture attention
Key to developing brand loyalty.
Effie Awards – humor and emotions.
Use more in b-to-b advertising.
Works well when tied to other appeals.

18. Scarcity Appeal Based on
Limited supply
Limited time to purchase
Tied with promotional tools such as contests, sweepstakes, and coupons.
Encourage customers to take action.

19. Behavioral Response Model
Severity
Vulnerability
Negative behavior
Intrinsic reward
Extrinsic reward
Change behaviors
Response costs
Self-efficacy
Response efficiency

20. Developing Effective Communication
Step 3: Designing a Message
Message Structure: Key decisions are required with respect to three message structure issues:
Whether or not to draw a conclusion
One-sided vs. two-sided argument
Order of argument presentation
Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
Goal 3: Learn the steps in developing effective marketing communications

21. Structure of an Advertisement
Headline
Sub-headline
Promise of a benefit
Amplification
Proof of claim
Action to take

22. Verbal and Visual Elements
Balance
Visual processing
Easier to recall
Stored as pictures and words
Concrete vs. abstract
Radio visual imagery
Visual esperanto
B-to-B advertisements

23. Executional Frameworks
Animation
Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative

24. Animation Originally used by firms with small advertising budgets.
Increased use due to advances in computer technology.
Rotoscoping
Clay animation

25. Slice of Life (Dramatization)
Encounter
Problem
Interaction
Solution

26. Testimonials Business-to-business ads Service sector
Enhance credibility
Source
Customers
Paid actors

27. Authoritative Expert authority Scientific or survey authority
Independent evidence
Business-to-business ads
Cognitive processing
Specialty print media

28. Demonstration Shows product being used Business-to-business sector
Television and the Internet

29. Fantasy Beyond reality Common themes Products such as perfume/cologne
Sex
Love
Romance
Products such as perfume/cologne

30. Informative Used extensively in radio Business-to-business usage
Key is buying situation
Level of involvement

31. Developing Effective Communication
Step 4: Choosing Media
Personal communication channels
Includes face-to-face, phone, mail, and Internet chat communications
Word-of-mouth influence is often critical
Buzz marketing cultivates opinion leaders
Nonpersonal communication channels
Includes media, atmosphere, and events
Goal 3: Learn the steps in developing effective marketing communications

32. Choosing Among Major Media Types
Target audience and media habits
Product characteristics
Message characteristics
Cost

33. Media Selection
Reach
Frequency
Impact
Exposure

34. Major Media Types Newspapers Television Direct mail Radio Magazines
Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet

35. Television Advantages Reaches broad spectrum of consumers
Low cost per exposure
Ability to demonstrate product use
Ability to portray image and brand personality
Disadvantages
Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers

36. Print Ads Advantages Detailed product information
Ability to communicate user imagery
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable to demonstrate product use

37. Print Ad Evaluation Criteria
Is the message clear at a glance?
Is the benefit in the headline?
Des the illustration support the headline?
Does the first line of the copy support or explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?

38. Developing Effective Communication
Step 5: Selecting the Message Source
Highly credible sources are more persuasive
A poor spokesperson can tarnish a brand
Step 6: Collecting Feedback
Recognition, recall, and behavioral measures are assessed
May suggest changes in product/promotion
Goal 3: Learn the steps in developing effective marketing communications

39. Principles Effective Advertising
Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point

40. Beating Ad Clutter Presence of competitive ads Repetition
Variability theory
Multiple mediums
Ads that gain attention
Ads that relate to the target audience