This document discusses advertising definitions, decisions, and case studies. It defines advertising and outlines major decisions around objectives, budgets, messages, and media. Case Study 1 details a campaign against binge drinking in Australia that aimed to reduce alcohol promotion in sports. Case Study 2 examines a £100,000 Facebook advertising campaign by the UK government that achieved 583,000 likes and promoted Britain. The document concludes that effective advertising depends on message and creative strategy, and media mix affects audience coverage.

1. ADVERTISI
NG

2. INTRODUCTION
 DEFINITION OF ADVERTISING
 MAJOR ADVERTISING DECISIONS
 CASE STUDY 1- TACKLING BINGE
DRINKING
 CASE STUDY 2 – ADVERTISING ON
FACEBOOK ADVERTISING

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. ADVERTISING
OBJECTIVE
S SETTINGS
BUDGET
DECISIONS
MESSAGE
DECISION
MEDIA
DECISION
ADVERTISIN
G
EVALUATIO
N
MAJOR ADVERTISING
DECISIONS

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. 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. 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. 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. 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. ADVERTISING
https://www.youtube.com/watch?v=SbfG73OWti
U

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. Media Mix
YouTube Channe
In-venue advertising
E-newsletters/ Direct mail emails
Social media
ADVERTISING

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. ADVERTISING
CASE STUDY 2
ADVERTISIN
G ON
FACEBOOK

15. Facebook ads:
£100,000 bill for
government - good
value? (BBC NEWS, 28 August 2012)
ADVERTISING

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. 13 Facebook pages
promoting various aspects
of British life, business and
culture.
Objectiv
e
To promote Britain as a place
ADVERTISING

18. ADVERTISING
Budget
Decision
£37,000,000
£100,000
0.27%

19. ADVERTISING
How many people
clicked “ Like” on
Facebook ?
1. 5,830
2. 58,300
3. 583,000
4. 5,830,000

20. ADVERTISING
583,000 Facebook
472 million ad impressions
782,000 ad clicks

21. ADVERTISING
Advertising Evaluation
Cost-effectiveness
1 “Like” =
…$?
Too much for an on
Government?

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. 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. 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. THANK YOU FOR
YOUR TIME !!!
ADVERTISING
M20