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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

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Presentation Transcript
slide1

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

slide4

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

slide6

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

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

slide11

What Message Strategy

is Being Used Here?

8.11

slide12

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

slide16

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

slide20

Cost Per Thousand Efficiency

in Some Media is Sacrificed

For Effective Reach

8.20

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