Transcript Advertising Direct Marketing

Advertising
Direct Marketing
U.S. advertising expenditures ($ millions)
Types of Advertising
• Product advertising - message focuses on a
specific product
• Institutional advertising - message focuses
on activities, personality, or point of view of
a company
– advocacy advertising
– public service advertisements (PSAs)
Who Does Advertising?
• An advertising campaign is a coordinated,
comprehensive plan that carries out
promotion objectives and results in a series
of advertisements placed in media over a
period of time
• Agencies
– limited-service
– full-service
Alternative structures of advertising agencies used to
carry out the advertising program
The Body of Campaign Creation
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Account management (soul)
Creative services (heart)
Research and marketing services (brains)
Media planning (legs)
Developing the Campaign
Identify the Target Market
Establish Objectives:
Message and Budget
Design Ad Campaign
Pretest Campaign
Choose Media and Schedule
Who is the Target Market?
Successful
campaigns
speak to the
target audience.
Establish Objectives
• Message goals (adverbials)
• Budget
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Comparative parity
% sales
Objective-Task
All you can afford
Design the Ad
• Creative strategy is the process that turns a
concept into an advertisement
• Creatives try to develop a “big idea”
• Creatives:
– art directors
– copywriters
– photographers
Advertising Appeals
• Reasons Why
(USP)
• Comparative
Advertising
• Demonstration
• Testimonial
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Slice-of-Life
Lifestyle
Fear
Sex
Humor
Slogans and Jingles
Name that Brand!
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Double your pleasure, double your fun
Good to the last drop
My bologna has a first name….
I’d like to buy the world a _____
Pretest What Will Be Said
• Copy testing measures ad effectiveness
– Concept testing
– Test commercials (with animatics or
storyboards)
– Finished testing
Pretesting – Finished Testing
• Jury Tests
• Theater Tests
• Portfolio Tests
Choose the Media
• Media planning is a problem-solving
process for getting a message to a target
audience in the most effective fashion
– Where to say it
– When to say it
Television
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Creative and flexible
Prestigious
High impact messages
Network TV is cost
effective for reaching
mass audience
– Cable TV is good for
reaching targeted
group
• Cons
– Quickly forgotten
– Requires frequent
repetition
– Increasingly
fragmented audiences
– High costs on an
absolute basis
– Shorter ads result in
increased clutter
Radio
• Pros
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Good for selective targeting
Heard out of home
Relatively low cost
Can be modified quickly
Uses listener imagination
• Cons
– Listeners may not pay full
attention
– Small audiences mean ads
must be repeated frequently
– Not appropriate for
products requiring
demonstration
Newspapers
• Pros
– Wide exposure and
extensive market
coverage
– Flexible format permits
use of color, different
sizes and editions
– Useful for comparison
shopping
– Local retailers can tie
in with national ads
• Cons
– Most don’t spend much
time reading newspapers
– Low readership among
teens and young adults
– Short life span
– Very cluttered
Magazines
• Pros
– Narrowly targeted
audiences by
specialized magazines
– High credibility and
interest level provide
good ad environment
– Long life span and pass
along rate
– Excellent visual quality
• Cons
– With exception of direct
mail, the most expensive
form
– Long deadlines
– Must use several magazines
to reach target
Outdoor
• Pros
– Very high reach
– Low cost
– Good for supplementing
other media
• Cons
– Hard to communicate
complex messages
– Cannot demonstrate product
effectiveness
– Controversial and disliked
Out-of-Home Media
Billboards provide reach and grab attention!
Direct Response
• Pros
– Ads can target extremely
narrow audiences
– Messages can be timed
– Easy to measure
effectiveness
• Cons
– High cost per exposure
– Target lists must be
constantly updated
– Ads lack credibility among
many consumers
Innovative Media
• Place-based media - transmit messages in
public places
• Guerilla marketing - use unconventional
locations and intensive word-of-mouth
campaigns to push products
Internet Advertising
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Banners
Buttons
Sponsorships
Search engine and
directory listings
• Pop-up ads
• Email
– permission
marketing
– spamming
• Web site design
Media Scheduling
• Specifies the exact media to use for the
campaign, when and how often the message
should appear
• Outlines the planner’s best estimate of
which media and vehicles will be most
effective in attaining campaign objectives
Factors Affecting Media Scheduling
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Target market profile
People reached by different vehicles
Advertising patterns of competitors
Capability of medium to convey desired
information
• Compatibility of product with editorial
content
Media Scheduling: How Often?
• Continuous - steady stream throughout year
• Pulsing - varies amount of advertising based
on when product is in demand (e.g., suntan
lotion)
• Flighting - advertising appears in short,
intense bursts alternative with period of
little to no activity
Media Schedule
Evaluating Advertising
• Posttesting means conducting research on
consumers’ responses to advertising
messages they have seen or heard
– unaided recall
– aided recall
– attitudinal measures
Evaluating Advertising
• Post testing the advertising
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Aided Recall (Recognition-Readership)
Unaided Recall
Attitude Tests
Inquiry Tests
Sales Tests
• Making needed changes (feedback)
Direct Marketing
• Any direct communication to a consumer or
business recipient that is designed to
generate a response in the form of an order,
a request for further information, and/or a
visit to a store or other place of business for
purchase of a product
Forms of Direct Marketing
• Mail order
– Catalogs
– Direct mail
• Telemarketing
• Multilevel sales
• Direct response television
– Infomercials
– Home shopping networks
M-Commerce
• Promotional activities transmitted over
mobile phones and other mobile devices
such as personal digital assistants (PDAs)
– Prevalent in Europe and Asia