Chapter 18 Advertising and Public Relations 18 1 The Nature and Types of Advertising Advertising a paid form of nonpersonal communication that is transmitted to a target audience through mass media o Can be used to promote goods services ideas images issues people etc o Institutional Advertising promotes organizational images ideas and political issues May aim to create more favorable view of the organization in the eyes of noncustomer groups such as shareholders o Advocacy Advertising when a company promotes its position on a public issue like a tax increase sustainability regulations or international trade coalitions May be used to promote socially approved behavior such as recycling o Product Advertising promotes the uses features and benefits of products There are two types of product advertising Pioneer Advertising focuses on stimulating demand for a product category rather than a specific brand by informing potential customers about the product s features uses and benefits Competitive Advertising attempts to stimulate demand for a specific brand by promoting the brand s features uses and advantages sometimes through indirect or direct comparisons with competing brands ie AT T vs Verizon Comparative Advertising a form of competitive advertising which compares the sponsored brand with one or more identified competing brands on the basis of one or more product characteristics ie Advil PM vs Tylenol PM Reminder Advertising tells customers that an established brand is still around and still offers certain characteristics uses and advantages Reinforcement Advertising assures current users that they have made the right brand choice and tells them how to get the most satisfaction from that brand ie Geico save 15 on car insurance 18 2 Developing an Advertising Campaign Advertising Campaign involves designing a series of advertisements and placing them in various advertising media to reach a particular target audience There are eight steps to developing an advertising campaign 1 Identifying and Analyzing the Target Audience 18 2A Target Audience the group of people at whom advertisements are aimed Information commonly needed includes location and geographic distribution of the target group the distribution of demographic factors such as age income race gender and education lifestyle information and consumer attitudes regarding purchase and use of both the advertiser s products and competing products 2 Defining the Advertising Objectives 18 2B Objectives should be stated clearly precisely and in measurable terms Monetary objectives include increased gross sales increased market share or Precision and measurability allow an advertiser to measure effectiveness increased profit 3 Creating the Advertising Platform 18 2C Advertising Platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign An advertisement platform should consist of issues important to customers 4 Determining The Advertising Appropriation 18 2D Advertising Appropriation the total amount of money a marketer allocates for advertising for a specific time period Geographic size of the market and the distribution of buyers within the market have a great bearing on this decision Consumer convenience items generally have larger advertising expenditures relative to sales than business products Objective and task approach marketers determine what the objective of a campaign is and then attempt to list the tasks required to accomplish them The costs of tasks are calculated and added to arrive at the total appropriation Percent of sales approach marketers simply multiply the firm s past sales plus a factor for planned sales growth or decline by a standard percentage based on both what the firm traditionally spends on advertising and the industry average Competition matching approach marketers try to match their major competitor s appropriations in absolute dollars or allocate the same percentage of sales for advertising that their competitors do Arbitrary Approach high level executive in the firm states how much to spend on advertising for a certain period Often leads to underspending or overspending Media Plan sets forth the exact media vehicles to be used ie television radio newspaper ads etc and the dates and times the advertisements will appear as well as how many people in the target audience will be exposed to the message Reach the percentage of customers in the target audience actually exposed to a particular advertisement in a sated period Frequency the number of times these targeted consumers are exposed to the advertisement Media planners should analyze location and demographic characteristics of consumers in the target audience The content of the message sometimes affects media choice ie print media is more effectively used for presenting complex issues or numerous details 5 Developing the Media Plan 18 2E Cost Comparison Indicator lets an advertiser compare the costs of several vehicles within a specific medium such as two magazines in relation to the number of people each vehicle reaches Continuous Schedule advertising runs at a constant level with little variation throughout the campaign period ie McDonald s ads Flighting Schedule advertisements run for set periods of time altering with periods in which no ads run ie an ad that runs for two weeks then suspends for a week then run again for another two weeks Pulsing Schedule combines continuous and flighting schedules During the entire campaign a certain portion of advertisements runs continuously and during specific time periods of the campaign additional advertising is used to intensify the level of communication with the target audience 6 Creating the Advertising Message 16 2F A product s features uses and benefits affect the content of the message Characteristics of the target audience age gender etc affect the message An advertising campaign s objectives and platform can also affect the content Choice of media influences the content and form of a message ie newspaper ads can be longer and more detailed than radio ads Regional Issues advertisements and editorial content of magazine copies appearing in one geographic area differ from those appearing in other areas Copy the verbal portion of an advertisement and may include headlines sub headlines body copy and signature Storyboard depicts a series of miniature television screens showing the sequence of major scenes in a commercial Artwork an
View Full Document
Unlocking...