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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

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Presentation Transcript
types of advertising
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
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
the body of campaign creation
The Body of Campaign Creation
  • Account management (soul)
  • Creative services (heart)
  • Research and marketing services (brains)
  • Media planning (legs)
developing the campaign
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
Who is the Target Market?



speak to the

target audience.

establish objectives
Establish Objectives
  • Message goals (adverbials)
  • Budget
    • Comparative parity
    • % sales
    • Objective-Task
    • All you can afford
design the ad
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








Slogans and Jingles

Advertising Appeals
name that brand
Name that Brand!
  • 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
Pretest What Will Be Said
  • Copy testing measures ad effectiveness
    • Concept testing
    • Test commercials (with animatics or storyboards)
    • Finished testing
pretesting finished testing
Pretesting – Finished Testing
  • Jury Tests
  • Theater Tests
  • Portfolio Tests
choose the media
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

Creative and flexible


High impact messages

Network TV is cost effective for reaching mass audience

Cable TV is good for reaching targeted group


Quickly forgotten

Requires frequent repetition

Increasingly fragmented audiences

High costs on an absolute basis

Shorter ads result in increased clutter


Good for selective targeting

Heard out of home

Relatively low cost

Can be modified quickly

Uses listener imagination


Listeners may not pay full attention

Small audiences mean ads must be repeated frequently

Not appropriate for products requiring demonstration


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


Most don’t spend much time reading newspapers

Low readership among teens and young adults

Short life span

Very cluttered


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


With exception of direct mail, the most expensive form

Long deadlines

Must use several magazines to reach target


Very high reach

Low cost

Good for supplementing other media


Hard to communicate complex messages

Cannot demonstrate product effectiveness

Controversial and disliked

out of home media
Out-of-Home Media

Billboards provide reach and grab attention!

direct response

Ads can target extremely narrow audiences

Messages can be timed

Easy to measure effectiveness


High cost per exposure

Target lists must be constantly updated

Ads lack credibility among many consumers

Direct Response
innovative media
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



Search engine and directory listings

Pop-up ads


permission marketing


Web site design

Internet Advertising
media scheduling
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
Factors Affecting Media Scheduling
  • 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
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
evaluating advertising
Evaluating Advertising
  • Posttesting means conducting research on consumers’ responses to advertising messages they have seen or heard
    • unaided recall
    • aided recall
    • attitudinal measures
evaluating advertising31
Evaluating Advertising
  • Post testing the advertising
    • Aided Recall (Recognition-Readership)
    • Unaided Recall
    • Attitude Tests
    • Inquiry Tests
    • Sales Tests
  • Making needed changes (feedback)
direct marketing
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
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