ADVERTISING

0 views
1,933 views

Published on

THIS IS THE ADVERTISING PPT FOR ALL INTERESTED STUDENTS AND FACULTY...

3 Comments
4 Likes
Statistics
Notes
No Downloads
Views
Total views
0
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
3
Likes
4
Embeds 0
No embeds

No notes for slide

ADVERTISING

  1. 1. © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Advertising• Paid nonpersonalcommunication aboutan organization andits productstransmitted to a targetaudience throughmass media
  2. 2. © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Types of Advertising• Institutional advertising – Promotes organizationalimages, ideas, and political issues• Advocacy advertising – Promotes a company’s position on a publicissues• Product advertising – Promotes products’ uses, features, andbenefits• Pioneer advertising – Tries to stimulate demand for a productcategory with information about the product• Competitive advertising – Tries to stimulate demand for a productwith information about the product’s advantages• Comparative advertising – Compares the brand to one or moreother brands• Reminder advertising – Reminds customers about an establishedbrand’s uses, characteristics, and benefits• Reinforcement advertising – Assures users they chose the rightbrand
  3. 3. © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Advertising Campaign• An advertising campaign involves designinga series of advertisements and placing themin various media in order to reach aparticular target audience.
  4. 4. © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Eight Steps to Developing anAdvertising Campaign• Designing a series of advertisements and placing them invarious advertising media to reach a particular targetaudience
  5. 5. © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Evaluating Advertising Effectiveness• Pretest- Evaluation of ads performed before a campaign begins• Consumer jury- A panel of a product’s actual or potential buyers whopretest ads• Posttest- Evaluation of advertising effectiveness after the campaign
  6. 6. © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Evaluating AdvertisingEffectiveness (cont’d)• Recognition test- Respondents are shown the actual advertisement andasked whether they recognize it• Unaided recall test- Respondents identify advertisements they have seenrecently but are not shown any clues to help themremember• Aided recall test- Similar to unaided recall tests but respondents are shown alist of products, brands, company names or trademarks tojog their memories
  7. 7. © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Public Relations• Communication effortsused to create andmaintain favorablerelations between anorganization and itsstakeholdersAnnual ReportsAnnual reports, whenappropriately designed, cangenerate favorable publicrelations.
  8. 8. A series of decisions involving the delivery ofmessages to audiencesGoals to be attained by the media strategyand programDecisions on how the media objectives canbe attainedThe various categories of delivery systems,including broadcast and print mediaEither radio or television network or localstation broadcastsA series of decisions involving the delivery ofmessages to audiencesGoals to be attained by the media strategyand programDecisions on how the media objectives canbe attainedThe various categories of delivery systems,including broadcast and print mediaMedia TerminologyMediaPlanningMediaObjectivesMediaStrategyMediaBroadcastMedia
  9. 9. Publications such as newspapers,magazines, direct mail, outdoor, etc.The specific carrier within a mediumcategoryNumber of different audience membersexposed at least once in a given time periodThe potential audience that might receivethe message through the vehicleThe number of times the receiver is exposedto the media vehicle in a specific time periodThe potential audience that might receivethe message through the vehicleNumber of different audience membersexposed at least once in a given time periodThe specific carrier within a mediumcategoryPublications such as newspapers,magazines, direct mail, outdoor, etc.Media Terminology© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPrintMediaMediaVehicleReachCoverageFrequency
  10. 10. Selecting Media Within ClassSelecting Broad Media ClassesDetermining Media StrategyMedia Use Decision— PrintMedia Use Decision— BroadcastMedia Use Decision— Other MediaSelecting Media Within ClassDetermining Media StrategySelecting Broad Media ClassesDeveloping the Media PlanSetting Media ObjectivesSetting Media ObjectivesMarketingStrategy PlanCreativeStrategy PlanMarketingStrategy PlanSituationAnalysisCreativeStrategy PlanSituationAnalysis
  11. 11. Media PlanningMedia Planning = Selection + SchedulingFactors Influencing Media Planning DecisionsTarget Market ProfileLooking at Brand/Product DynamicsThe Creative ExecutionBudget Considerations and Media DealsThe Competitive SituationAvailability and Timing ConsiderationsCost Efficiency (CPM = Cost per thousand(CPM): cost of reaching 1,000 members of targetaudience with media vehicle(s) or plan.)
  12. 12. Sample Flowchart of a Media Plan
  13. 13. MeasurementProblemsLack ofInformationInconsistentTermsTimePressureInconsistentTermsLack ofInformationMeasurementProblemsMedia Planning DifficultiesProblemsin MediaPlanning
  14. 14. Evaluate PerformanceImplement Media StrategyDevelop Media StrategyEstablish Media ObjectivesAnalyze the MarketImplement Media StrategyDevelop Media StrategyEstablish Media ObjectivesAnalyze the MarketDeveloping the Media Plan
  15. 15. TargetMarketProportionFullMarketCoveragePartialMarketCoverageCoverageExceedingMarketTarget Audience Coverage© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPopulation excluding target marketTarget marketMedia coverageMedia overexposure
  16. 16. Three Scheduling Methods© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinContinuityPulsingFlightingJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  17. 17. The Difference between Reach andFrequency
  18. 18. TargetGroupBrandHistoryShare ofVoicePurchaseCyclesBrandLoyaltyBrandShareUsageCyclePurchaseCyclesShare ofVoiceBrandHistoryUsageCycleBrandShareBrandLoyaltyMarketing Factors Determining Frequency© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMarketingFactors
  19. 19. Message ComplexityMessage UniquenessNew Vs. Continuing CampaignsImage Versus Product SellMessage VariationWearoutAdvertising UnitsWearoutMessage VariationImage Versus Product SellNew Vs. Continuing CampaignsMessage UniquenessMessage ComplexityMessage Factors Determining Frequency© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMessageor CreativeFactors
  20. 20. ClutterNumber ofMedia UsedRepeatExposuresEditorialEnvironmentSchedulingAttentivenessAttentivenessNumber ofMedia UsedEditorialEnvironmentRepeatExposuresClutterMedia Factors Determining Frequency© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMediaFactors
  21. 21. Determining Relative Cost of Media-Print© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinCost of ad space(absolute cost)CirculationCPM = X 1,000Cost per thousand (CPM)
  22. 22. Determining Relative Cost of Media-Broadcast© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinCPRP =Cost of commercial timeProgram ratingCost per rating point (CPRP)
  23. 23. Short Message LifeHigh Production CostLow SelectivityHigh Absolute CostClutterMass CoverageHigh ReachImpact of Sight, Soundand MotionHigh PrestigeLow Cost Per ExposureAttention GettingFavorable ImageHigh Production CostHigh Absolute CostShort Message LifeLow SelectivityFavorable ImageAttention GettingLow Cost Per ExposureHigh PrestigeImpact of Sight, Soundand MotionHigh ReachMass CoverageTelevision Pros and Cons© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantages Disadvantages
  24. 24. ClutterFleeting MessageAudio OnlyLow Attention GettingLocal CoverageLow CostHigh FrequencyFlexibleLow Production CostWell-segmented AudienceLow Attention GettingClutterAudio OnlyWell-segmented AudienceLow Production CostFlexibleHigh FrequencyLow CostLocal CoverageRadio Pros and Cons© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantages Disadvantages
  25. 25. Visual OnlyLong Lead Time forAd PlacementLack of FlexibilitySegmentation PotentialQuality ReproductionHigh Information ContentLongevityMultiple ReadersVisual OnlyLong Lead Time forAd PlacementMultiple ReadersLongevityHigh Information ContentQuality ReproductionSegmentation PotentialMagazine Pros and Cons© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantages Disadvantages
  26. 26. ClutterPoor Reproduction QualityShort LifeLow Attention GettingHigh CoverageLow CostShort Lead Time forPlacing AdsAds Can Be Placed inInterest SectionsTimely (Current Ads)Reader Controls ExposureCan Be Used for CouponsSelective Reader ExposurePoor Reproduction QualityLow Attention GettingClutterShort LifeCan Be Used for CouponsReader Controls ExposureTimely (Current Ads)Ads Can Be Placed inInterest SectionsShort Lead Time forPlacing AdsLow CostHigh CoverageNewspaper Pros and Cons© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantages Disadvantages
  27. 27. Short AdsLocal RestrictionsSort Exposure TimePoor ImageLocation SpecificHigh RepetitionEasily Noticed Poor ImageShort AdsSort Exposure TimeEasily NoticedHigh RepetitionLocation SpecificOutdoor Pros and Cons© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantages Disadvantages
  28. 28. Poor Image (Junk Mail)High Cost Per ContactClutterHigh SelectivityReader Controls ExposureHigh Information ContentRepeat ExposureOpportunitiesPoor Image (Junk Mail)High Cost Per ContactRepeat ExposureOpportunitiesHigh Information ContentReader Controls ExposureHigh SelectivityDirect Mail Pros and Cons© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantages Disadvantages
  29. 29. Websnarl (CrowdedAccess)Few Valid MeasurementTechniquesLimited CreativeCapabilitiesTechnology LimitationsLimited ReachUser Selects ProductInformationUser Attention andInvolvementInteractive RelationshipDirect Selling PotentialFlexible Message PlatformFew Valid MeasurementTechniquesTechnology LimitationsWebsnarl (CrowdedAccess)Limited CreativeCapabilitiesFlexible Message PlatformDirect Selling PotentialInteractive RelationshipUser Attention andInvolvementUser Selects ProductInformationInternet Pros and Cons© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantages Disadvantages
  30. 30. Advertising Models
  31. 31. Objectives of this session• Are advertising models useful?Some possible ways of modelling advertising messages:• AIDA• DAGMAR or ‘Hierarchy of Effects’• DRIP• VIPS• DMP• PLC• Maslow• MECCA or Means-End Chain
  32. 32. The AIDA Model• Attention– Get noticed.• Interest– What’s in it for me?– Problem solving?• Desire– ‘Want’ factor– Brand• Action– How do I get it?
  33. 33. The DAGMAR Model(Defining Advertising Goals for Measured Advertising Results)also known as ‘Hierarchy of Effects’ model
  34. 34. Ehrenburg Model (1997)AwarenessTrialReinforcementNudgingLet the customer know you exist(Doesn’t have to be justadvertising)Curiosity (rather than ‘persuasion’)could lead to trial of product.Provide reassurance in brand.(Role suitable for advertising)Remind – reinforce - repeatpurchase.
  35. 35. The DRIP Model• Differentiate– Be different from the competition• Remind– Who are we? What do we stand for?• Inform– What’s new? Features-Benefits• Persuade– Why is it right for you?

×