Advertising

1. Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

2. Advertising Objectives • Informative advertising • Persuasive advertising • Reminder advertising • Reinforcement advertising

3. Developing the Advertising Campaign • Message generation and evaluation • Creative development and execution • Social responsibility review

4. Brand promise Evidence of promise Media Background Creative considerations Creative Brief • Positioning statement • Key message • Target market • Objectives • Key brand benefits

5. Developing Effective Communication • Step 1: Identifying the Target Audience • Affects decisions related to what, how, when, and where message will be said, as well as who will say it • Step 2: Determining Communication Objectives • Six buyer readiness stages Goal 3: Learn the steps in developing effective marketing communications

6. Buyer-Readiness Stages Awareness Knowledge Purchase Liking Preference Conviction Goal 3: Learn the steps in developing effective marketing communications

7. Developing Effective Communication • Step 3: Designing a Message • AIDA framework guides message design • Message content contains appeals or themes designed to produce desired results • Rational appeals • Emotional appeals • Love, pride, joy, humor, fear, guilt, shame • Moral appeals Goal 3: Learn the steps in developing effective marketing communications

8. Message Strategies • Cognitive • Affective • Conative

9. CognitiveMessage Strategies • Generic • Preemptive • Unique selling proposition • Hyperbole • Comparative

10. AffectiveMessage Strategies • Resonance • Emotional

11. Personal Values • Pleasure • Salvation • Security • Self-fulfillment • Self-respect • Sense of belonging • Social acceptance • Wisdom • Comfortable life • Equality • Excitement • Freedom • Fun, exciting life • Happiness • Inner peace • Mature love

12. Advertising Appeals • Fear • Humor • Sex • Music • Rationality • Emotions • Scarcity

13. Humor Appeal • Used in 30% of ads. • Excellent in capturing attention. • Score high in recall tests. • Should be related directly to customer benefit.

14. Sex Appeal • Subliminal techniques • Nudity or partial nudity • Sexual suggestiveness • Overt sexuality • Sensuality

15. Music Appeal • Has intrusive value • Gains attention • Increases retention of visual information • Can increase persuasiveness

16. Rational Appeal • Based on hierarchy of effects model. • Used by business-to-business advertisers. • Well-suited for • Print media • Complex products • High involvement products

17. Emotional Appeal • Based on three ideas: • Consumers ignore most ads • Rational ads go unnoticed • Emotional ads can capture attention • Key to developing brand loyalty. • Effie Awards – humor and emotions. • Use more in b-to-b advertising. • Works well when tied to other appeals.

18. Scarcity Appeal • Based on • Limited supply • Limited time to purchase • Tied with promotional tools such as contests, sweepstakes, and coupons. • Encourage customers to take action.

19. Behavioral Response Model • Severity • Vulnerability • Negative behavior • Intrinsic reward • Extrinsic reward • Change behaviors • Response costs • Self-efficacy • Response efficiency

20. Developing Effective Communication • Step 3: Designing a Message • Message Structure: Key decisions are required with respect to three message structure issues: • Whether or not to draw a conclusion • One-sided vs. two-sided argument • Order of argument presentation • Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc. Goal 3: Learn the steps in developing effective marketing communications

21. Structure of an Advertisement • Headline • Sub-headline • Promise of a benefit • Amplification • Proof of claim • Action to take

22. Verbal and Visual Elements • Balance • Visual processing • Easier to recall • Stored as pictures and words • Concrete vs. abstract • Radio visual imagery • Visual esperanto • B-to-B advertisements

23. Executional Frameworks • Animation • Slice of life • Dramatization • Testimonial • Authoritative • Demonstration • Fantasy • Informative

24. Animation • Originally used by firms with small advertising budgets. • Increased use due to advances in computer technology. • Rotoscoping • Clay animation

25. Slice of Life(Dramatization) • Encounter • Problem • Interaction • Solution

26. Testimonials • Business-to-business ads • Service sector • Enhance credibility • Source • Customers • Paid actors

27. Authoritative • Expert authority • Scientific or survey authority • Independent evidence • Business-to-business ads • Cognitive processing • Specialty print media

28. Demonstration • Shows product being used • Business-to-business sector • Television and the Internet

29. Fantasy • Beyond reality • Common themes • Sex • Love • Romance • Products such as perfume/cologne

30. Informative • Used extensively in radio • Business-to-business usage • Key is buying situation • Level of involvement

31. Developing Effective Communication • Step 4: Choosing Media • Personal communication channels • Includes face-to-face, phone, mail, and Internet chat communications • Word-of-mouth influence is often critical • Buzz marketing cultivates opinion leaders • Nonpersonal communication channels • Includes media, atmosphere, and events Goal 3: Learn the steps in developing effective marketing communications

32. Choosing Among Major Media Types • Target audience and media habits • Product characteristics • Message characteristics • Cost

33. Media Selection • Reach • Frequency • Impact • Exposure

34. Outdoor Yellow pages Newsletters Brochures Telephone Internet Major Media Types • Newspapers • Television • Direct mail • Radio • Magazines

35. Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers Television Advantages • Reaches broad spectrum of consumers • Low cost per exposure • Ability to demonstrate product use • Ability to portray image and brand personality

36. Disadvantages Passive medium Clutter Unable to demonstrate product use Print Ads Advantages • Detailed product information • Ability to communicate user imagery • Flexibility • Ability to segment

37. Print Ad Evaluation Criteria • Is the message clear at a glance? • Is the benefit in the headline? • Des the illustration support the headline? • Does the first line of the copy support or explain the headline and illustration? • Is the ad easy to read and follow? • Is the product easily identified? • Is the brand or sponsor clearly identified?

38. Developing Effective Communication • Step 5: Selecting the Message Source • Highly credible sources are more persuasive • A poor spokesperson can tarnish a brand • Step 6: Collecting Feedback • Recognition, recall, and behavioral measures are assessed • May suggest changes in product/promotion Goal 3: Learn the steps in developing effective marketing communications

39. Principles Effective Advertising • Visual consistency • Campaign duration • Repeated tag lines • Consistent positioning • Simplicity • Identifiable selling point

40. Beating Ad Clutter • Presence of competitive ads • Repetition • Variability theory • Multiple mediums • Ads that gain attention • Ads that relate to the target audience