Advertising Management

Message Decision: ‡ Generation ‡ Evaluation & Selection ‡ Execution

Objectives setting: ‡ Communication ‡ Sales

Budget Decisions: ‡ Affordable approach ‡ % of sales ‡ Competitive parity ‡ Objectives & tasks

Advertising Evaluation: ‡ Communication impact ‡ Sales impact

Media Decision: ‡ Reach, frequency impact ‡ Major media types ‡ Specific media vehicles ‡ Media timing

Advertising
‡ Objectives
± Consumer awareness - thinking vs. feeling products and central vs. peripheral routes to memory; awareness needed for high involvement; attitude needed for low involvement ± Positive reinforcement after purchase ± Exposure oriented objectives - reach and frequency

The Purpose of Advertising ‡ To inform ‡ To persuade ‡ To remind .

To Inform ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Tell the market about a new product Suggest new uses for a product Inform the market of a price change Explain how the product works Describe available services Correct false impressions Reduce buyers fears Build company image .

To Persuade ‡ Build brand preference ‡ Encourage switching to your brand ‡ Change buyers perception of product attributes ‡ Persuade buyers to purchase now ‡ Persuade buyers to receive a sales call .

To Remind ‡ Remind buyers that the product may be needed in the near future ‡ Remind buyers where to buy it ‡ Keep it in the buyers mind during off seasons ‡ Maintain its top-of-mind awareness .

cost- ‡ Strengths: ‡ Targetability: Specific groups by location. generally very low Cost: ‡ Timing: No outside media deadlines Timing: ‡ Versatility: Personalized. interests Targetability: ‡ Cost: Controlling costs. saves consumer time Environment: . conveyed detailed message Versatility: ‡ Reach: All households Reach: ‡ Measurement: Response rate is easily measured Measurement: ‡ Environment: Tangible.Direct Marketing ‡ Purpose: To reach a highly targeted group within a specific geography as cost-efficiently as possible. product usage.Media Options .

.Media Definitions ‡ Reach: the number of different persons or households exposed to a particular media schedule at least once during a specified time period. ‡ Frequency: the number of times within the specified time period that an average person or household is exposed to the message.

Media Definitions ‡ Gross Rating Points (GRP): the reach multiplied by the average frequency. ‡ Cost Per Thousand: the calculated cost it takes to reach one thousand people in the target audience from that media vehicle. .

Pulsing: a continuos advertising at low weight levels reinforced periodically by waves of heavier activity.Media Definitions ‡ Flighting: calls for advertising for some period. Pulsing draws upon the strength of continuous advertising and flights to create a compromise scheduling strategy. followed by a hiatus with no advertising. and then followed by a second flight. .

Advertising Tests ‡ An advertising testing program may include tests to assess: ± copy ± media placement ± budgeting ‡ At the pre-introductory product testing stage. . advertising testing will focus on copy tests.

Copy Tests: Objectives ‡ Does the copy achieve the objectives set out in the copy strategy? ‡ Assess recall of ad(s) ‡ Assess communication ‡ Assess effect of ad(s) on attitudes toward the brand and the advertisement. . ‡ Assess impact on purchase intention.

interests Targetability: ‡ Cost: Controlling costs.Media Options .Direct Marketing ‡ Purpose: To reach a highly targeted group within a specific geography as cost-efficiently as possible. cost- ‡ Strengths: ‡ Targetability: Specific groups by location. product usage. generally very low Cost: ‡ Timing: No outside media deadlines Timing: ‡ Versatility: Personalized. saves consumer time Environment: . conveyed detailed message Versatility: ‡ Reach: All households Reach: ‡ Measurement: Response rate is easily measured Measurement: ‡ Environment: Tangible.

Direct Marketing (contd. .) ‡ Weaknesses: ‡ Consumer Avoidance: Almost half of all mail gets thrown away unopened ‡ Image: Referred to as junk mail ‡ ‡ ‡ Timing: Bulk mail takes 3-10 days to be delivered Cost: Mailing costs continue to rise Reach: Difficult to get new customers.

zone editions ‡ ‡ ‡ .NEWSPAPER ‡ Purpose: A mass media used to reach adults 35+ with a complex. detailed message or to advertise product. credible. detailed message Targetability: Sections. somewhat targetable. readers tend to have higher income & education levels Versatility: Ad size and timing Message: Illustrations.Media Options . ‡ Strengths: ‡ ‡ ‡ Reach: Large mass audience Delivery Form: Tangible Prestige: Traditional medium with wide acceptance.

RADIO ‡ Purpose: To reach a narrow target with frequency to build awareness. ‡ Strengths: ‡ ‡ ‡ ‡ ‡ Frequency: Top of the mind awareness. efficient.Media Options . low unit cost Demographically Selective: Combine age/sex and listening preferences to better target Emotional: One on one relationship Timing: Flexible message. 24-hour air time Cost: Negotiable. low cost .

) ‡ Weaknesses: ‡ ‡ ‡ Reach: Cannot reach broad demographics Clutter: Mat be too many advertisers Senses: No visual ..RADIO (Contd.

Able to build frequency. ‡ Strengths: ‡ ‡ ‡ ‡ ‡ ‡ ‡ Growing Medium: Increased subscribers Frequency: Top-of-the-mind awareness Top-of-theSenses: Includes both visual and audio Cost: Low.CABLE ‡ Purpose: Reach narrow target groups with single exposure in chosen geography.Media Options . local medium Versatility: Tie-in opportunities TieGeographically Selective: Customized to market area Demographically Selective: Target specific consumer groups .

areas not wired Clutter: More commercial air time Measurement: Limited research .CABLE (Contd. rural.) ‡ Weaknesses: ‡ ‡ ‡ Reach: Fragmented.

variety of messages .Mass Media . ‡ Strengths: ‡ Cost: Low ‡ Reach: Large mass audiences ‡ Environment: Size demands attention. 24-hours. 247 days a week ‡ Frequency: Highly visible ‡ Versatility: Target specific geography.Outdoor Billboard ‡ Purpose: A mass reach medium designed to reach Adults 18+ with a ³reminder´ or ³directional´ message.

Billboards (Contd. low recall ± Targetability: Not efficient for small.) ‡ Weaknesses: ± Environment: Negative image. no message detail ± Availability: Limited ± Impact: Minimal viewing. narrow target audiences .

g. Internet) ..Other Media Considerations ‡ Yellow Pages ± Evidence people look here ± Costs for display ads may be quite high ± Reduced reliance due to other information search tools (e.

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