Advertising presentation

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  • UK government, one branch of which has spent about £100,000 to promote Britain as a place to visit.The aim of the GREAT campaign is to maximise the economic potential of the Olympic and Paralympic Games and promote the UK's assets around the world between 2012- 2015. Through the UK government’s GREAT campaign, the British Council is raising awareness and promoting the UK’s strengths in English, education and culture. We are working closely with all the relevant UK government departments and UK bodiesUS130,000$
  • UK government, one branch of which has spent about £100,000 to promote Britain as a place to visit.British Government used a lot of advertisement in social networking service, not only Facebook but also twitter, YouTube and so on .
  • UK government, one branch of which has spent about £100,000 to promote Britain as a place to visit.
  • it is a tiny sum. But is it effective?In the context of the overall Great marketing budget of £37m
  • Until as of July 19thacross the 13 Facebook pages, 583,000 "likes" had been generated
  • Ad impression means the advertising contents are displayed in clients browser.
  • Evaluating the impact of advertising is a devilishly tricky business, especially when it involves promoting something as amorphous as a corporate or national reputationHowever, it is clear that there are also plenty of evidence of real engagement on their Facebook pages, and social media consultants will no doubt applaud the government for creating such a buzz around the campaign for such a modest outlay
  • Advertising presentation

    1. 1. ADVERTISI NG
    2. 2. INTRODUCTION  DEFINITION OF ADVERTISING  MAJOR ADVERTISING DECISIONS  CASE STUDY 1- TACKLING BINGE DRINKING  CASE STUDY 2 – ADVERTISING ON FACEBOOK ADVERTISING
    3. 3. ADVERTISING DEFINITION: “ Advertising can be defined as the means by which matter is published or broadcast to individuals for payment or other valuable consideration and which draws the attention of the public or a segment of it , to a product, service, person, organisation or line of conduct in a manner calculated to promote or oppose directly or indirectly that product, service, person, organisation or line of conduct ’’
    4. 4. ADVERTISING OBJECTIVE S SETTINGS BUDGET DECISIONS MESSAGE DECISION MEDIA DECISION ADVERTISIN G EVALUATIO N MAJOR ADVERTISING DECISIONS
    5. 5. ADVERTISING SETTING ADVERTISING OBJECTIVES BUDGET DECISION Specific communication task to be accomplished with a specific target audience during a specific period of time 1) Informative advertising 2) Persuasive advertising 3) Comparative advertising Setting the total budget for advertising: 1) Affordable method 2) Percentage-of-sales- method 3) Competitive-parity method 4) Objective-and-task method
    6. 6. DEVELOPING ADVERTISING STRATEGY ADVERTISING CREATING THE ADVERTISING MESSAGE 1) Breaking through the clutter 2) “Advertainment” 3) Branded entertainment All based on the “ creative concept” (Big Idea) SELECTING ADVERTISING MEDIA 1) Reach, frequency and impact 2) Choosing among major media types 3) Selecting specific media vehicles 4) Media timing
    7. 7. ADVERTISING MEASURING THE EFFECTIVENESS 1) COMMUNICATION EFFECTS Is the ad or ad campaign communicating the ad messagge well? 2) SALES AND PROFIT EFFECTS Affected by several factors such as product features, price and availability
    8. 8. ADVERTISING Be the Influence: Tackling Binge Drinking National Binge Drinking Strategy (NBDS) A drinking problem in a sporting nation “ Australian sports broadcasts are dominated by alcohol advertising. ” — Amy Bainbridge CASE STUDY
    9. 9. Campaign Target & Budget  $50 million (total)  $25 million : Pay back alcohol sponsorship that companies have invested  $20 million : Community Level Initiatives (CLI) against binge drinking  $5 million : Telephone Counseling Helpline & Social Marketing Campaign  General public  Especially young people: 15-24 age group ~ 1million ADVERTISING
    10. 10. ADVERTISING https://www.youtube.com/watch?v=SbfG73OWti U
    11. 11. Anti-binge drinking messages  Reduce the links between alcohol promotion and sporting activities  Reduce the exposure of young people to alcohol imagery and branding  Promote responsible drinking  Provide alcohol-free environments ADVERTISING
    12. 12. Media Mix YouTube Channe In-venue advertising E-newsletters/ Direct mail emails Social media ADVERTISING
    13. 13. Advertising Effectiveness  Nearly 1,000 events around Australia has advertised “Be the Influence” through venue signage, in stadium announcements and uniform branding.  “Strong enough to say enough” • Football Federation Australia • Basketball Australia • Netball Australia • Swimming Australia • Surfing Australia • Cycling Australia • Hockey Australia • Athletics Australia • Skateboarding Australia • Volleyball Australia • Equestrian Australia • Triathlon Australia • Australian Canoeing • Australian University Sport • Australian Baseball League ADVERTISING
    14. 14. ADVERTISING CASE STUDY 2 ADVERTISIN G ON FACEBOOK
    15. 15. Facebook ads: £100,000 bill for government - good value? (BBC NEWS, 28 August 2012) ADVERTISING
    16. 16. To maximise the economic potential of the Olympic and Paralympic Games and promote the UK's assets around the world between 2012- 2015 “The GREAT Britain Campaign” ADVERTISING
    17. 17. 13 Facebook pages promoting various aspects of British life, business and culture. Objectiv e To promote Britain as a place ADVERTISING
    18. 18. ADVERTISING Budget Decision £37,000,000 £100,000 0.27%
    19. 19. ADVERTISING How many people clicked “ Like” on Facebook ? 1. 5,830 2. 58,300 3. 583,000 4. 5,830,000
    20. 20. ADVERTISING 583,000 Facebook 472 million ad impressions 782,000 ad clicks
    21. 21. ADVERTISING Advertising Evaluation Cost-effectiveness 1 “Like” = …$? Too much for an on Government?
    22. 22. CONCLUSION ADVERTISING  The effectiveness of advertising mainly depends on message strategy and creative strategy.  The clear message communicates the organization’s positioning and the media mix choose affects the coverage of audience.  SNS including Facebook has radically changed the consumer decision process and communication platforms  Facebook has a profound effect on younger generation who are about to be away from typical medium such as television, magazine and newspaper gradually
    23. 23. REFERENCE LIST ADVERTISING BAINBRIDGE, A. 2013. A drinking problem in a sporting nation [Online]. ABC the Drum. Available: http://www.abc.net.au/news/2013-04-29/bainbridge-alcohol-advertising-in-sport/4656386 [Accessed 10 may. CELLAN-JONES, R. 2012. Facebook ads: £100,000 bill for government - good value? [Online]. United kingdom: BBC. Available: http://www.bbc.co.uk/news/technology-19396785. ELLICKSON, P. L., COLLINS, R. L., HAMBARSOOMIANS, K., & MCCAFFREY, D. F. 2005. Does alcohol advertising promote adolescent drinking? Results from a longitudinal assessment. Addiction, 100, 235-246. HUDSON, S. & THAL, K. 2013. The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing. Journal of Travel & Tourism Marketing, 30, 156-160. Moriarty, S., Mitchell. N., Wells William. D. Advertising: Principle and Practice. Sydney. 2011. MCELENY, C. 2011. VisitBritain Facebook check-in volume five times bigger than Foursquare. New Media Age (Online). London, United Kingdom, London: Centaur Communications Ltd. Tombs, A. & Seamons, O. 2013. Foundations of Marketing. Sydney. Pearson. VEJACKA, M. 2012. FACEBOOK ADVERTISING AND ITS EFFICIENCY ON THE SLOVAK MARKET. E & M EKONOMIE A MANAGEMENT, 15, 116-127.
    24. 24. ADVERTISING QUESTION TIME: 1. Do you remind any advertising that was strongly effective? Why ? 2. Do you feel the “Be the Influence” advertising effective ? 3. What do u think is the most chosen media channel today and future? Why? 4. To what extent do you think that the social media ads affect the communication between companies and customers?
    25. 25. THANK YOU FOR YOUR TIME !!! ADVERTISING M20

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