Copyright  2000 by Houghton Mifflin Company. All rights reserved. 18-1 advertising B341.

Download Copyright  2000 by Houghton Mifflin Company. All rights reserved. 18-1 advertising B341.

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<ul><li> Slide 1 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-1 advertising B341 </li> <li> Slide 2 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-2 The Nature and Types of Advertising Advertising Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media Promotes goods, services, ideas, images, issues, people, and anything else that advertisers want to publicize or foster </li> <li> Slide 3 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-3 General Steps in Developing and Implementing an Advertising Campaign FIGURE 18.1 </li> <li> Slide 4 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-4 Action Desire Conviction Comprehension Awareness Advertising Pyramid Slide 48 </li> <li> Slide 5 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-5 The Nature and Types of Advertising </li> <li> Slide 6 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-6 Institutional Ads Ads that promote a companies overall philosophy, or portray a positive image for the firm without really attempting to focus on any specific product or service. Church Family commercialscommercials </li> <li> Slide 7 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-7 Comparative Ads Are legal in the U.S., but proper substantiation required for any claims made. Some countries prohibit comparative ads. </li> <li> Slide 8 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-8 Copy Platform Given to the ad agency creative team Provides: Objective Statement (what are we trying to accomplish and with which target?) Positioning Statement Supporting evidence (back up the positioning) Tone Statement personality of the campaign (emotional? humorous? rationale? informational?) </li> <li> Slide 9 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-9 A Big Idea Conveys the positioning Appeals to the target Delivers on the objective Breaks through (gets attention) Is memorable Has legs Can be used in multiple mediums Can be executed in several different versions of the same idea. More info </li> <li> Slide 10 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-10 Big Idea Should be 3 or 4 sentence Should explain the content of the promotions so I would have an idea what individual ads would look like If there is a clever twist it should be explained Can include a slogan or tag line </li> <li> Slide 11 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-11 Objectives Create awareness Stimulate demand Encourage product trial Identify prospects Retain loyal customers Facilitate reseller support Combat competitive promotional efforts Reduce sale fluctuations </li> <li> Slide 12 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-12 Reach and Frequency Reach: % of target audience reached at least once by your media plan Frequency: average # of times a target audience member sees the ad in a four- week period. </li> <li> Slide 13 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-13 Reach vs. Frequency Often, you cant afford to hit both real heavy. Maximize reach if you have a cutting edge, breakthrough campaign, or are simply trying to maintain loyalty. set a minimum frequency (3x for established brand, 5x for new brand) and then maximize reach Maximize frequency if you have an action objective, a complex message, or heavy competitive advertising levels. Set a minimum reach say 50%, and then maximize frequency </li> <li> Slide 14 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-14 Roman Meal Example Target Women 50-65 Focus on two months of seasonal increase in bread usage Sept/Oct 1993 Nationally, bought combination of daytime and early morning Reach 69%, Frequency 9.8x per month Locally in key markets, added early news and prime access Reach 80%, Frequency 4.0x per month </li> <li> Slide 15 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-15 Roman Meal Example Target Women 50-65 Today Show4.4 rating points Good Morning America 4.8 rating points CBS This Morning3.7 rating points Price is Right 17.3 rating points Price is Right 29.3 rating points Young and Restless 11.1 rating points As the World Turns7.2 rating points Bold and Beautiful7.9 rating points </li> <li> Slide 16 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-16 Developing an Advertising Campaign Determining the Advertising Appropriation </li> <li> Slide 17 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-17 </li> <li> Slide 18 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-18 Developing an Advertising Campaign Developing the Media Plan Specifies media vehicles (e.g., magazines, radio, and television stations, and newspapers) and the schedule for running the advertisements Plan objectives focus on achieving the reach and frequency that the budget will allow. Reach: the percentage of consumers in a target market exposed to an advertisement in a specified period Frequency: the number of times targeted consumers are exposed to an advertisement in a specified period Example </li> <li> Slide 19 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-19 Developing an Advertising Campaign Developing the Media Plan (contd) Cost comparison indicator A means of comparing the cost of vehicles in a specific medium in relation to the number of people reached The indicator is stated as the cost for exposing one thousand people (CPM) to an advertisement in a medium. Media scheduling types Continuous Flighting Pulsing </li> <li> Slide 20 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-20 </li> <li> Slide 21 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-21 Media Alternatives Newspapers Good for mass coverage of a local market Often not good for highly targeted audiences Purchased in standard ad units (# columns x inches) Television mass or targeted coverage (thanks to cable) sight, sound and motion makes it best for shaping attitudes very expensive in most markets; also high production costs Prime time best for mass audiences; may be wasteful for targeted audiences. Daytime, early fringe late fringe or local news may be best </li> <li> Slide 22 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-22 Television Dayparts Mountain Time Zone Early Morning local and network, before 8 am Daytime 8 to 3pm - network Early Fringe local, before local news Early News local and network Prime access local, hour before prime Prime Time 7 to 10 pm network Late News local Late fringe network, after local news </li> <li> Slide 23 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-23 Media Alternatives Direct Mail targeted, geo-demographic coverage high costs, unreliable mailing lists Radio psychographic targeting via station formats fast, cheap production highly fragmented audience </li> <li> Slide 24 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-24 Radio Dayparts may vary by station Morning Drive 6 to 10 Daytime10 to 3 Afternoon drive3 to 7 Nighttime 7 to midnight All night midnight to 6 </li> <li> Slide 25 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-25 Media Alternatives Magazines product-related and psychographic targeting quality image long lead time, poor frequency Outdoor mass coverage, great frequency simple, short message Interactive two-way communication! But many technical problems still exist. </li> <li> Slide 26 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-26 </li> <li> Slide 27 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-27 </li> <li> Slide 28 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-28 </li> <li> Slide 29 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-29 Developing an Advertising Campaign Creating the Advertising Message Product Features, Uses, and Benefits Characteristics of the Target Audience Advertising Campaign Objectives and Platform Choice of Media Form and Content of Advertising Message </li> <li> Slide 30 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-30 Developing an Advertising Campaign Creating the Advertising Message (contd) Copy: the verbal portion of advertisements Includes headlines, subheadlines, body copy, and signature Copy guidelines Identify a specific desire or problem Recommend the product as the best way to satisfy the desire or solve the problem State product benefits Substantiate advertising claims Ask the buyer to take action Southwest </li> <li> Slide 31 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-31 Developing an Advertising Campaign Creating the Advertising Message Storyboard A mockup combining copy and visual material to show the sequence of major scenes in a commercial Plugged Hum Unplugged Buzz Leap Yeah Upset Oops </li> <li> Slide 32 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-32 Developing an Advertising Campaign Creating the Advertising Message (contd) Artwork An ads illustration and layout Illustrations Photos, drawings, graphs, charts, and tables used to spark audience interest Layout The physical arrangement of an ads illustration and copy </li> <li> Slide 33 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-33 Developing an Advertising Campaign (contd) Executing the Campaign Planning and coordination Implementation Detailed scheduling of campaign phases Evaluation and corrective action as necessary to make the campaign more effective </li> <li> Slide 34 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-34 Creative (copywriters)Pyramid Slide 68 5. Action 4. Desire 3. Credibility 2. Interest 1. Attention More info </li> <li> Slide 35 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-35 Developing an Advertising Campaign (contd) Evaluating Advertising Effectiveness </li> <li> Slide 36 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-36 Public Relations Communications efforts used to create and maintain favorable relations between an organization and its stakeholders Focuses on enhancing the image of the total organization Public Relations Tools Written materials Brochures Newsletters Company magazines News releases Annual reports Corporate identity materials Speeches Sponsored events </li> <li> Slide 37 </li> <li> Copyright 2000 by Houghton Mifflin Company. All rights reserved. 18-37 Public Relations (contd) Publicity: a news story type of communication transmitted through a mass medium at no charge News release Microsoft Capsoft WalmartMicrosoftCapsoftWalmart A short piece of copy publicizing an event or a product Feature article A manuscript of up to 3,000 words prepared for a specific publication Captioned photograph LDS ChurchLDS Church A photo with a brief description of its contents Press conference A meeting used to announce major news events </li> </ul>

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