mktg 409 (advertising and public relations) Exam 3

Execute the campaign

-Requires extensive planning and coordination because many tasks must be completed on time and several people and firms are involved. -There is a diverse group involved -Requires detailed schedule for the various phases to ensure completion

Print ad elements

:Layout -the physical arrangement of the illustration and copy Illustrations - photos, drawings, charts, graphs, and tables can be used to spark audience interest in advertising -draw attention, encourage audiences to read or listen to the copy, communicate an idea quickly, or convey ideas that are difficult to express Copy -the verbal portion of advertisements and may include headlines, subheadlines, body copy, and a signature

Step 1. Identify and analyze target audience

Account planning relates research and creativity. Planners job to know the consumer. we learn what the company wants and needs. Surveys, focus groups, natural observes. Help others interact with each other. Take the research and translate into insights. The azon between the customer and the agency, key target market insights and the product meets those insights. MARKET OBSERVERS.

Create Advertising Platform

Basic issue or selling point. Hershey's chocolate bar ad: can be healthy because of alot of fiber.

Determine Advertising Appropriation

Budget for a specific time period 1. Objective and task: objectives are set, tasks are identified, estimates to complete those tasks are made, add up and get the budget for campaign 2. Percent-of-sales: creating sales advertising. successful when economy is stable. 3. competition matching: market share competitors, competitor spending should be monitored. make sure you are on par with competitors. Arbitrary or judgement: top executive guess on how much to spend each year.

Reinforcement advertising

Confirms decision to buy, choosing a certain brand. Established customer for the most part.

Bad Publicity Stunts

Dell Sony: created a fake fan site to create some viral buzz for the PSP. Gamers tracked the domain to the company and unleashed their wrath on online forums. US department of defense: caused an unannounced widespread panic after 9/11 because of the fighter jet.

Creative Thought activity

Develop an ad for a new idian restaurant called curry on the roof Really is a rooftop restaurant. Advertising Platform: "Has the spiciest food in town." Toilet paper burning, because it is the spiciest in town. A-jo burning.

Comparative advertising

Form of competitive advertising that compares 2 or more brands directly Get a Mac: Better Mac vs. PC mac making website in photo-book is better, and for PC is not, apparently. the actors create a mental image of advantages of apple.

Who develops the campaign?

Internal to the firm. Yellow shoes Disney's agency External to the firm.

Create the advertising message

Must tie to creative brief!

Advertising

Paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media

Evaluate campaign effectiveness

Post-testing Ads •Recognition •Unaided Recall •Aided Recall •Persuasion

Evaluate Campaign Effectiveness

Pretesting Ads Ad A replacing Ad B. which is better.

Unfavorable Publicity

Prevent negative incidents Establish policies and procedures Expedite coverage Be forthright Take prompt action

Institutional advertising

Promotes an organization's image Ad from nike: a person using nike can out do a person on a motor bike, buffalo, and train. better advantage when using nike. Unstoppable. Just do it. Overall image that the organization wants to have.

Competitive advertising

Promotes features, uses, advantages through indirect or direct comparisons with competitive brands

Public Relations

Public relations communication to create and maintain favorable relations between an organization and its stakeholders Publicity Communication about the organization transmitted mass media at no charge.

Types of appeals

Rational: 90% less sugar STATISTICS. FACTS. Emotional: Mastercard ad uses a sad little puppy to market the brand. to get attention for the puppy. Humor: can be a good idea for a brand to get attention but can be dangerous. if humor is offensive, or complicated message. Dumb ways to die ad, Fear: changing behavior, stop smoking, fear appears, too graphic.

Video ad elements

Storyboard -A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial Animatic -an animated storyboard (dark vador: Wolkswagon cannot be stopped by darkvador. Pitch the idea to the client first.

The campaign Idea Pitch:

Sugar is Sugar: mock up Grumpy serious grandma that warned that they need the right sugar. shows history that the grandmothers use that type of sugar everytime.

Tropicana:

The ad has a happy woman with a swirl of tropicana juice surrounding her body, making her healthier, even though it is raining and cold.

Advertising Campaign

The creation and execution of a series of advertisements to communicate with a particular target audience Similar process for IMC campaigns

Carrie, who works in the marketing department at a consumer electronics firm, is part of a team assigned to develop an advertising campaign for the firm's newest electronic product. Carrie and her team have decided that they will take out advertisements in certain magazines that best reach their target market. Carrie will also advertise heavily on the firm's website and social media pages. Finally, they agree that they should take out 30-second television advertisements that will run for two weeks on a pulsing schedule. At what stage are Carrie and her team in the development of the advertising campaign?

a. Developing the media plan

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

advocacy

When Mini Cooper ran an advertising campaign featuring the slogan, "Texting and Driving Don't Mix," it was using

advocacy advertising

Astrid is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio, it will be important for her to

c. be both informal and conversational in tone.

The media planner's primary goal is to

c. reach the largest number of people in the advertising target that the budget will allow.

The three general types of media schedules are

d. pulsing, continuous, and flighting.

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising

frequency

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

insitiutional

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services.

insitiutional; product

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

media plan

The two major types of product advertising are

pioneer and competitive

Which of the following is NOT a public relations tool?

product sample

Advocacy Advertising

promotes an organization's position on a public or social issue. Safety issues on train station. message from METRO.

Product adverstising

promotes uses, features, benefits

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

reminder

Reminder advertising

reminds of established brand benefits remember us you like us, buy us again.

Anique presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Anique is providing

single-source data

Evaluate Campaign Effectiveness

•KPIs (Key Performance Indicators) •Sales •Changes in awareness or perception •Social media shares/likes •Website visits •Etc

Newspapers

ADVANTAGES Reaches large audience; purchased to be read; geographic flexibility; shot lead time; frequent publication; favorable for cooperative advertising; merchandising services DISADVANTAGES Not selective for socioeconomic groups or target market; short life limited reproduction capabilities; large advertising volume exposure to any one advertisement

Develop the media plan

GIves specifies the media vehicles to be used and the schedule for running advertisements Reach •Number or % of the target audience exposed to a particular advertisement in a stated period Frequency •Number of times the target audience is exposed to the advertisement

Step 2: Define Advertising Objectives

Guide campaign development. Should: •Be clear •Be precise and measurable •Specify a target audience •Have a benchmark •Specify a time period •Example: •To increase Snapple consumption from 3x per year to 5x per year among Non-Heartland users within one year of the campaign.

Evaluation: Did the ad meet objectives?

Highly successful in achieving objectives. Norwegian airlines. Humor appeals: prices are so low you can fly your in-laws in. Flights are entirely sold out during the ad promotion.

Creative brief example

Imperial Sugar is the client: explosion in a factory that caused supply imperial to be unavailable for consumers for 6 months. Why are we advertising? •To get Imperial Sugar back as the top of mind brand following a disruption in supply Whom are we talking to? •Women age 25-50 who bake for the holidays •Top management at Imperial Sugar

Competitive Advertising

Promotes features, uses, advantages through indirect or direct comparisons with competitive brands. Filling Ziplock with something messy, other bags will not hold correctly.

Pioneer Advertising

Used in introductory stage Slim pack and explains key benefits to consumers

Creative brief, continued

What do they currently think? That sugar is sugar. It doesn't matter what brand I use. What do we want them to think? That it is important to use Imperial sugar because of its long history. What is the single most persuasive idea we can convey? •If you want your holiday recipes to turn out right, you should use Imperial Sugar Why should they believe it? •Their grandmothers used it—it is written on their recipes • Creative Guidelines •Has a holiday focus

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them.Which of the following evaluation techniques should you use?

a consumer jury

The creative Brief

a guideline or blueprint for the marketing communication program that guides the creative process Expanded Advertising Platform •Actual document of who, what, when, where, why •"Contract" •Guides campaign development Keep the designers aligned as they come up with the ads, remind what they objectives are, keep everyone on the same page.

Why should a benchmark statement be included in advertising objectives?

a. Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

a. pulsing

Malik works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Malik is most likely employed in

a. sales. b. public relations. c. advertising. d. digital media marketing. e. human resources.

Which of the following would most likely fall under the responsibility of an advertising agency?

b. Copywriting and artwork

You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product.Which of the following steps in the advertising campaign development process are you performing with this activity?

c. Creating the advertising platform

Media Scheduling Methods

continuity (always) flighting (sugar holiday season), pulsing, seasonal (lower level of advertising, continuous focus)

The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the internet. It currently serves over 1.9 million bank accounts. Refer to Scenario 17.2. When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company, or it could allocate an amount that is 10% of last year's premiums. If State Farm uses the same amount as Safe Auto, this method of advertising appropriation is known as the ____ approach; if State Farm uses the amount based on last year's premiums, the method would be _____.

d. competition-matching; percent-of-sales

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

defining the advertising objectives

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its customers, suppliers, employees, shareholders, the media, educators, potential investors, government officials, and society in general?

public relations

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?

public relations audit

TJMaxx, an off-price retailer featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

publicity