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Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1

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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Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1

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  1. Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1

  2. 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

  3. 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

  4. Advertising Campaigns Use a Series of Coordinated Advertisements with a Similar Look, Feel, and Message

  5. 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

  6. Some Advertising Targets Professionals Like This Ad Aimed at Doctors

  7. Audience Geography • Globalized Advertising • International Advertising • National Advertising • Regional Advertising • Local Advertising • Co-op Advertising 8.7

  8. Not All Advertising is International or Even National- This Ad Targets a Local Audience

  9. 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

  10. 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

  11. What Message Strategy is Being Used Here? 8.11

  12. What Message Strategy is Being Used Here? 8.12

  13. 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

  14. 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

  15. Media-Planning Process (con’t) MEDIA STRATEGIES • Reach and Frequency • Reach • Frequency • Gross Rating Points • Effective Frequency • Effective Reach 8.15

  16. Reach is a Key Message Strategy 8.16

  17. Media-Planning Process (con’t) • Continuity • Continuous Scheduling • Flighting • Pulsing • Length or Size of Advertisements 8.17

  18. 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

  19. 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

  20. Cost Per Thousand Efficiency in Some Media is Sacrificed For Effective Reach 8.20

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