Chapter 15 One to Many Advertising Public Relations and Consumer Sales Promotion Types of Advertising product advertising Advertising messages that focus on a specific good or service institutional advertising Advertising messages that promote the activities personality or point of view of an organization or company corporate advertising Advertising that promotes the company as a whole instead of a firm s individual products advocacy advertising A type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome public service advertisements PSAs Advertising run by the media for not for profit organizations or to champion a particular cause without charge advertising campaign A coordinated comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time limited service agency An agency that provides one or more specialized services such as media buying or creative full service agency An agency that provides most or all of the services needed to mount a campaign including research creation of ad copy and art media selection and production of the final messages account executive account manager A member of the account management department who supervises the day to day activities of the account and is the primary liaison between the agency and the client account planner A member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising creative services The agency people creative director copywriters and art director who dream up and produce the ads research and marketing services Advertising agency department that collects and analyzes information that will help account executives develop a sensible strategy and assist creatives in getting consumer reactions to different versions of ads media planners Agency personnel who determine which communication vehicles are the most effective and efficient to deliver the ad user generated content UGC discussions reviews photos images videos podcasts webcasts and product related stories available to other consumers do it yourself DIY ads Product ads that are created by consumers Crowdsourcing A practice in which firms outsource marketing activities such as selecting an ad to a community of users Greenwashing A practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit corrective advertising Advertising that clarifies or qualifies previous deceptive advertising claims Puffery Steps to Develop an Advertising Campaign Claims made in advertising of product superiority that cannot be proven true or untrue Online consumer comments opinions advice and or consumer generated media CGM Creative Elements of Advertising 1 Chapter 15 One to Many Advertising Public Relations and Consumer Sales Promotion Comparison The process that turns a concept into an advertisement creative strategy creative brief A guideline or blueprint for the marketing communication program that guides the creative process advertising appeal The central idea or theme of an advertising message unique selling proposition USP An advertising appeal that focuses on one clear reason why a particular product is superior Creative Elements of Advertising Ads that generate curiosity and interest in a to be introduced product by drawing Advertising aimed at keeping the name of a brand in people s minds to be sure consumers The basic structure of the message such as comparison demonstration testimonial slice oflife and A comparative advertisement explicitly names one or more competitors Pizza Hut s recent America s reminder advertising purchase the product as necessary teaser or mystery advertising attention to an upcoming ad campaign without mentioning the product execution format lifestyle Favorite Pizza spots claimed that consumers preferred its hand tossed pizzas 2 to 1 over both number two Domino s and number three Papa John s Demonstration advertising is most useful when consumers are unable to identify important benefits except when they see the product in use Testimonial endorser is a common but expensive strategy Slice of life effective for everyday products such as peanut butter and headache remedies that consumers may feel good about if they see real people buy and use them Lifestyle advertised product is part of the scene implying that the person who buys it will attain the lifestyle For example a commercial on MTV might depict a group of cool California skateboarders who take a break for a gulp of milk and say It does a body good A lifestyle format shows a person or persons attractive to the target market in an appealing setting The A celebrity an expert or a man in the street states the product s effectiveness The use of a celebrity A slice of life format presents a dramatized scene from everyday life Slice of life advertising can be The ad shows a product in action to prove that it performs as claimed It slices it dices Demonstration Humor Romantic Dramatic The mood or attitude the message conveys straightforward humor dramatic romantic sexy and A dramatization like a play presents a problem and a solution in a manner that is often exciting and Straightforward ads simply present the information to the audience in a clear manner Informative ads Ads that present a romantic situation can be especially effective at getting consumers attention and at Humorous witty or outrageous ads can be an effective way to break through advertising clutter But humor Tonality apprehension fear Straightforward are frequently used in radio but less often in TV can be tricky because what is funny to one person may be offensive or stupid to another Different cultures also have different senses of humor suspenseful a fairly difficult challenge in 30 or 60 seconds selling products people associate with dating and mating That s why fragrance ads often use a romantic format Sexy shirtless woman Ads such as these rely on sexuality to get consumers attention Sex appeal ads are more likely to be effective when there is a connection between the product and sex or at least romance For example sex appeals will work well with a perfume but are less likely to be effective when you re trying to sell a lawn mower Apprehension Fear focus on physical harm while others try to create concern for social