Chapter 8:
This presentation is the property of its rightful owner.
Sponsored Links
1 / 20

Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1 PowerPoint PPT Presentation


  • 142 Views
  • Uploaded on
  • Presentation posted in: General

Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1. The Nature and Scope of Advertising. ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE. SIMPLE BUT COMPREHENSIVE DEFINITION INCLUDES A COMPANY OR ORGANIZATION THAT PAYS FOR ADVERTISING REFERRED TO AS: Client Sponsor

Download Presentation

Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Chapter 8 advertising messages and media 8 1

Chapter 8:

ADVERTISING:

MESSAGES

and

MEDIA

8.1


The nature and scope of advertising

The Nature and Scope of Advertising

ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE. SIMPLE BUT COMPREHENSIVE DEFINITION

INCLUDES A COMPANY OR ORGANIZATION THAT PAYS FOR ADVERTISING REFERRED TO AS:

  • Client

  • Sponsor

    COMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE MET

  • Communication Must be Paid For

  • Communication Must be Delivered to an Audience via Mass Media

  • Communication Must be Attempting Persuasion

    8.2


The nature and scope of advertising con t

The Nature and Scope of Advertising (con’t)

ADVERTISING, ADVERTISEMENTS, AND ADVERTISING CAMPAIGNS

  • Advertising – Paid, Mass-Media Attempt to Persuade

  • Advertisement – Specific Message Placed to Persuade an Audience

  • Advertising Campaign – Series of Coordinated Advertisements that Communicate a Reasonably Cohesive & Integrated Theme

    • Theme May Be Made Up of Several Claims – Should be Essentially

      One Theme

    • Advertising Campaigns may be Developed Around a

      Single Advertisement, or Several Advertisements

      8.3


Chapter 8 advertising messages and media 8 1

Advertising Campaigns Use a Series of Coordinated

Advertisements with a Similar Look, Feel, and Message


The nature and scope of advertising con t1

The Nature and Scope of Advertising (con’t)

  • Audiences for Advertising: Audience and Target Audience

  • Audience Categories

    • Household Consumers

    • Business Organizations

    • Trade Channel

    • Professionals

    • Government

8.5


Chapter 8 advertising messages and media 8 1

Some Advertising Targets Professionals

Like This Ad Aimed at Doctors


Audience geography

Audience Geography

  • Globalized Advertising

  • International Advertising

  • National Advertising

  • Regional Advertising

  • Local Advertising

  • Co-op Advertising

8.7


Chapter 8 advertising messages and media 8 1

Not All Advertising is International or Even National-

This Ad Targets a Local Audience


Advertising message strategies

Advertising Message Strategies

Message Strategy – Consists of the Objectives to Pursue and Methods Used in an Advertisement or Advertising Campaign

PROMOTE BRAND RECALL

LINK A KEY ATTRIBUTE TO A BRAND NAME

INSTILL BRAND PREFERENCE

SCARE THE CONSUMER INTO ACTION

TRANSFORM CONSUMPTION EXPERIENCES

8.9


Advertising message strategies con t

Advertising Message Strategies (con’t)

SITUATE THE BRAND SOCIALLY

DEFINE THE BRAND IMAGE/IMAGE ADS

PERSUADE THE CONSUMER; LARGEST CATEGORY OF AD STRATEGY

  • Reason-Why Ads

  • Hard-Sell Ads

  • Comparison Ads

  • Information-Only Ads

  • Testimonial Ads

  • Demonstration Ads

  • Advertorial Ads

    INVOKE A DIRECT RESPONSE

    8.10


Chapter 8 advertising messages and media 8 1

What Message Strategy

is Being Used Here?

8.11


Chapter 8 advertising messages and media 8 1

What Message Strategy

is Being Used Here?

8.12


Media planning process

Media-Planning Process

DEFINITIONS

  • Media Plan – Specifies Media in which Advertising will be Placed

  • Media Class – Broad Category of Media such as Television, Radio, or Newspapers

  • Media Vehicle – Particular Option for Placement within a Media Class

    8.13


Media planning process con t

Media-Planning Process (con’t)

MEDIA OBJECTIVES – SET SPECIFIC GOALS

FOR MEDIA PLACEMENT IN 3 AREAS:

  • Reach – Media Chosen Must Reach the Target Audience

  • Graphic Scope of Media

    • Identify Media that Cover Same Geographic Area

    • Competition is a Complicating Factor

    • Geo-Targeting – Placed Advertisements in Geographic Regions Where Higher Purchase Tendencies are Evident

  • Message Weight

    • Duplication of Exposure

    • Unduplicated Audience Measurement

    • Gross Impressions

    • Between-Vehicle Duplication

    • Within-Vehicle Duplication

      8.14


Media planning process con t1

Media-Planning Process (con’t)

MEDIA STRATEGIES

  • Reach and Frequency

    • Reach

    • Frequency

    • Gross Rating Points

    • Effective Frequency

    • Effective Reach

      8.15


Chapter 8 advertising messages and media 8 1

Reach is a Key

Message Strategy

8.16


Media planning process con t2

Media-Planning Process (con’t)

  • Continuity

    • Continuous Scheduling

    • Flighting

    • Pulsing

    • Length or Size of Advertisements

      8.17


Media planning process con t3

Media-Planning Process (con’t)

MEDIA CHOICES

  • Media Mix

    • Concentrated Mix – Focuses all Media Placement $$$ in One Media

    • Assorted Mix Media – Enjoys Multiple Media Alternatives

      • Different Messages/Different Media

      • Same Message/Placed in Different Media

        • Audience Duplication

      • Multi-Media Placement

      • Assorted Media Mix

8.18


Media planning process con t4

Media-Planning Process (con’t)

MEDIA CHOICES (con’t)

  • Media Efficiency

    • Cost per Thousand (CPM)

    • Cost per Rating Point (CPRP)

  • Competitive Media Assessment

    • Share of Voice

  • Media Scheduling and Buying

    • Heavy-up Scheduling

    • Media Buying

    • Agency of Record

    • Media-Buying Service

8.19


Chapter 8 advertising messages and media 8 1

Cost Per Thousand Efficiency

in Some Media is Sacrificed

For Effective Reach

8.20


  • Login