DATE 03 26 15 Course Title Introduction to Marketing Course MKTG 2201 CRN 34372 One to Many Advertising Public Relations and Consumer Sales Promotions Chapter 15 Steps to Develop an Advertising Campaign Figure 13 2 Step 1 Understand the target audience Step 2 Establish message and budget objectives Step 3 Create the ads Step 4 Pretest what the ads will say Step 5 Choose the media type s and media schedule Step 6 Evaluate the Advertising Creative Elements of Advertising Figure 13 3 Appeals o Rational Unique Selling Proposition o Emotional o Reminder advertising o Teaser Ads Ex Apple Smart watch Execution formats o Comparison Ex Compare Verizon and Sprint o Demonstration Ex Oxi Clean o Testimonial Ex Weight Watchers o Slice of life o Lifestyle Something you do every day like washing clothes Page 1 of 4 DATE 03 26 15 Ex Eating healthy Tonality o Straightforward o Humor o Dramatic o Romantic o Apprehension fear Creative tactics and techniques o Animation and art o Celebrities o Music jingle and Slogans Develop the Advertising Campaign Execution formats Ex Every kiss begins with K engagement ring ad Ex Britney Spears for Candie s only at Kohl s Ex Cat litter ad o Describe the basic structure of the message Comparison Demonstration Testimonial Slice of Life Lifestyle Execution formats o Creative tactics and techniques Animation and art Celebrities Music jingle and Slogans Step 4 Pretest what the ads will say o Pretesting Ex Focus Group Step 6 Evaluate the advertising o Post testing Research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media Page 2 of 4 DATE 03 26 15 Research on consumers responses to advertising they have seen or heard Unaided recall Aided recall Attitudinal measures o Ex Survey Where to say it Traditional Media Each of the traditional media has pros and cons refer to class handout o Television o Radio o Newspapers o Magazines Where to say it Digital Media Digital media takes many forms o Own paid and earned media o Website advertising o Banners and buttons o Pop up ads o Search engines and directory listings Ex Google o Email adverting o Mobile advertising o Video sharing Where to say it Branded Entertainment Branded entertainment venues Product placements Ex Under Armor in a movie Advergaming Media Scheduling How often to say it Ex Got milk campaign o A form of advertising in which marketers integrate products into entertainment Page 3 of 4 DATE 03 26 15 Typical advertising patterns o Continuous schedule Wear out may be a problem o Pulsing schedule o Flighting schedule Page 4 of 4
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