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  • 1. Chapter 8:ADVERTISING: MESSAGES and MEDIA 2.1 8.1
  • 2. 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  Sponsor COMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE MET  Communication Must be Paid For  Communication Must be Delivered to an Audience via Mass Media  Communication Must be Attempting Persuasion 8.2
  • 3. The Nature and Scope of Advertising (con’t)ADVERTISING, ADVERTISEMENTS, AND ADVERTISING CAMPAIGNS Advertising – Paid, Mass-Media Attempt to Persuade Advertisement – Specific Message Placed to Persuade an Audience 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
  • 4. Advertising Campaigns Use a Series of CoordinatedAdvertisements with a Similar Look, Feel, and Message
  • 5. The Nature and Scope of Advertising (con’t)  Audiences for Advertising: Audience and Target Audience  Audience Categories  Household Consumers  Business Organizations  Trade Channel  Professionals  Government 8.5
  • 6. Some Advertising Targets ProfessionalsLike This Ad Aimed at Doctors
  • 7. Audience Geography  Globalized Advertising  International Advertising  National Advertising  Regional Advertising  Local Advertising  Co-op Advertising 8.7
  • 8. Not All Advertising is International or Even National-This Ad Targets a Local Audience
  • 9. Advertising Message StrategiesMessage Strategy – Consists of the Objectives to Pursue and MethodsUsed in an Advertisement or Advertising CampaignPROMOTE BRAND RECALLLINK A KEY ATTRIBUTE TO A BRAND NAMEINSTILL BRAND PREFERENCESCARE THE CONSUMER INTO ACTIONTRANSFORM CONSUMPTION EXPERIENCES 8.9
  • 10. 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  Hard-Sell Ads  Comparison Ads  Information-Only Ads  Testimonial Ads  Demonstration Ads  Advertorial Ads INVOKE A DIRECT RESPONSE 8.10
  • 11. What Message Strategy is Being Used Here? 8.11
  • 12. What Message Strategyis Being Used Here? 8.12
  • 13. Media-Planning Process DEFINITIONS  Media Plan – Specifies Media in which Advertising will be Placed  Media Class – Broad Category of Media such as Television, Radio, or Newspapers  Media Vehicle – Particular Option for Placement within a Media Class 8.13
  • 14. Media-Planning Process (con’t) MEDIA OBJECTIVES – SET SPECIFIC GOALS FOR MEDIA PLACEMENT IN 3 AREAS:  Reach – Media Chosen Must Reach the Target Audience  Graphic Scope of Media  Identify Media that Cover Same Geographic Area  Competition is a Complicating Factor  Geo-Targeting – Placed Advertisements in Geographic Regions Where Higher Purchase Tendencies are Evident  Message Weight  Duplication of Exposure  Unduplicated Audience Measurement  Gross Impressions  Between-Vehicle Duplication  Within-Vehicle Duplication 8.14
  • 15. Media-Planning Process (con’t) MEDIA STRATEGIES  Reach and Frequency  Reach  Frequency  Gross Rating Points  Effective Frequency  Effective Reach 8.15
  • 16. Reach is a KeyMessage Strategy 8.16
  • 17. Media-Planning Process (con’t)  Continuity  Continuous Scheduling  Flighting  Pulsing  Length or Size of Advertisements 8.17
  • 18. Media-Planning Process (con’t) MEDIA CHOICES  Media Mix  Concentrated Mix – Focuses all Media Placement $$$ in One Media  Assorted Mix Media – Enjoys Multiple Media Alternatives – Different Messages/Different Media – Same Message/Placed in Different Media  Audience Duplication – Multi-Media Placement – Assorted Media Mix 8.18
  • 19. Media-Planning Process (con’t) MEDIA CHOICES (con’t)  Media Efficiency  Cost per Thousand (CPM)  Cost per Rating Point (CPRP)  Competitive Media Assessment  Share of Voice  Media Scheduling and Buying  Heavy-up Scheduling  Media Buying  Agency of Record  Media-Buying Service 8.19
  • 20. Cost Per Thousand Efficiencyin Some Media is SacrificedFor Effective Reach 8.20