Chapter 18

Steps in Planning and Excuting an Ad Campaign

1. Identify Target audience 2. set advertising objectives 3. determine advertising budget 4. convey the message 5. evaluate and select media 6. create advertisments 7. assess impact.

Determine the avertising budget

Firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives. Second advertising expenditures vary over the course of the product life cycle. third the nature and the product influence the size of the advertising budget.

pulsing

combines the continuous and flighting advertising schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

cause-related marketing

commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit

informative advertising

communicates to create and build brand awareness with the ultimate goal of moving the consumer through the buying cycle to a purchase

reminder advertising

communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle

push strategy

designed to increase demand by motivating sellers -- wholesalers, distributors, or salespeople-- to highlight the product, rather than the products of competitors, and thereby PUSH the product onto consumers

product-focused advertisement

focus on informing, persuading, or reminding consumers about a specific product or service

tracking

monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium

media buy

the actual purchase of airtime of print pages (generally the largest expense in the advertising budget)

media mix

the combination of the media used and frequency of advertising in each medium

pull strategy

the goal is to get the consumers to pull the product into the supply chain by demanding it

media planning

the process of evaluating and selecting the media mix that will deliver a clear, consistent, and compelling message to the intended audience

viral marketing campaign

a campaign that facilitates and encourages people to pass along a marketing message

advertising plan

a subsection of the firm's overall marketing plan that explicitly Analyzes the marketing and advertising situations, identifies the objectives of the advertising campaign, Clarifies a specific strategy for accomplishing those objectives, and Indicates how the firm can determine whether the campaign was successful

emotional appeal

aims to satisfy consumers' emotional desires rather than their basic utilitarian needs

flighting

an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising

pretesting

assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do

Unique Selling Proposition (USP)

differentiates a product by establishing its unique benefits; communicates the unique attributes of a product and thereby becomes a snapshot of the entire campaign (page 561 in textbook)

Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a(n) _____________ advertising schedule.

fighting

informational appeals

helps consumers to make purchase decisions by offering factual information and strong arguments (i.e. logos) built around relevant issues that encourage consumers to evaluate the brand favorably on the basis of the key benefits it provides

The advertising message admonition, "People are not looking for ¼-inch drill bits; they are looking for ¼-inch holes", suggests advertising messages need to:

inform consumers about opportunities.

institutional advertisements

inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation

Advertising

is a paid form of communcation, delivered though media from an identifiable source, about an organization, product or service or idea designed to presuade the receiver to take some action now or in the future.

Public Relations (PR)

managing communications and relationships to achieve various objectives