Chapter 15

Advertising media selection

1. Determining reach, frequency, impact and engagement 2. Choosing among major media types 3. Selecting specific media vehicles 4. Choosing media timing

Persuasive --> comparative or attack advertising

A company directly or indirectly compares its brand with one or more other brands

Advertising agency

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all of portions of their advertising programs

Advertising objective

A specific communication task to be accomplished with a specific target audience during a specific period of time

Madison & Vine

A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages

Advantages/Limitations of Newspaper

Advantage - Flexibility; timeliness; good local market coverage; broad acceptability; high believability Limitations - Short life; poor reproduction quality; small pass-along audience

Advantages/Limitations of Radio

Advantage - Good local acceptance; high geographic and demographic selectivity; low cost Limitations - Audio only; fleeting exposure; low attention; fragmented audiences

Advantages/Limitations of Direct mail

Advantage - High audience selectivity; flexibility; no ad competition within the same medium; allows personalization Limitations - Relatively high coster per exposure; "junk mail" image

Advantages/Limitations of Magazines

Advantage - High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life and good pass-along readership Limitations - Long ad purchase lead time; high cost; no guarantee of position

Advantages/Limitations of Outdoor

Advantages - Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity Limitations - Little audience selectivity; creative limitations

Advantages/Limitations of TV

Advantages - Good mass-marketing coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses Limitations - High absolute costs; high clutter; fleeting exposure; less audience selectivity

Advantages/Limitations of Digital and social media

Advantages - High selectivity; low cost; immediacy; engagement capabilities Limitations - Potentially low impact; high audience control of content and exposure

Merging of advertising and entertainment takes on of two forms:

Advertainment Branded entertainment

Deciding on media timing

Advertiser must also decide how to schedule the advertising over the course of a year

Advertising

Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor

Public affairs

Building and maintaining national or local community relationships

Lobbying

Building and maintaining relationships with legislators and government officials to influence legislation and regulation

Public relations (PR)

Building good relations with the company's various publics by obtaining favorable publicity; building up a good corporate image; and handling or heading off unfavorable rumors, stories, and events

Frito-Lay was looking for new flavors for potato chips and ran a multi-stage contest among consumers who submitted ideas for new chips. Those entries eventually were narrowed to three flavors which were then manufactured and tested in the market. What tactic was Frito-Lay employing? Market reach Consumer-generated content Slice of life Media impact Engagement

Consumer-generated content

Pattern of ads

Continuity - Scheduling ads evenly within a given period Pulsing - Scheduling ads unevenly over a given period

Press relations or press agency

Creating and placing newsworthy information in the news media to attract attention to a person, product, or service

Mood or image

Execution style Builds a mood or image around the product or service such a beauty, love, intrigue, serenity, or pride

Personality symbol

Execution style Creates a character that represents the product

Fantasy

Execution style Creates a fantasy around the product or its use

Testimonial evidence or endorsement

Execution style Features a highly believable or liable source endorsing the product

Scientific evidence

Execution style Presents survey or scientific evidence that the brand is better or better liked than one or more other brands

Lifestyle

Execution style Shows how a product fits in with a particular lifestyle

Slice of Life

Execution style Shows one or more typical people using the product in a normal setting

Musical

Execution style Shows people or cartoon characters singing about the product

Technical expertise

Execution style Shows the company's expertise in making the product

Reminder advertising

Important for mature products; it helps to maintain customer relationships and keep customers thinking about the product

Primary purpose of advertising objective

Inform Persuade Remind

Branded entertainment (brand integrations)

Involves making the brand an inseparable part of some other form of entertainment. The most common form is product placements - embedding brands as props within other programming

Investor relations

Maintaining relationships with shareholders and others in the financial community

Public relations tools

News Special events Written materials Audiovisual materials (DVDs) Corporate identity materials Public service activities

_____ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand Institutional advertising Not-for-profit advertising Informative advertising Reminder advertising Persuasive advertising

Persuasive advertising

______ refers to all the mass-promotion activities designed to engage and build good relations with the company's various publics Promotion strategy Promotional position Advertising strategy Advertising position Public relations

Public relations

Product publicity

Publicizing specific products

Determining reach, frequency, impact, and engagement

Reach - A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time Frequency - A measure of how many times the average person in the target market is exposed to the message Media impact - The qualitative value of message exposure through a given medium Engage - To engage customers rather than simply reaching them

Four important decisions when developing an advertising program

Setting Advertising Objectives -Communications objectives -Sales objectives Setting the advertising budget -Affordable approach -Percent of sales -Competitive parity -Objective and task Developing advertising strategy: Message Decisions -Message strategy -Message execution Media Decisions -Impact and engagement -Majormedia types -Specific media vehicles -Media timing Evaluating advertising campaigns -Communication impact -Sales and profit impact -Return on advertising

Media vehicle

Specific media within each general media type

Brand's advertising budget depends on...

Stage in the product life cycle - New products need large advertising for awareness Market share - Building the market or taking market share from competitors requires larger advertising spending

Consumer-generated content

Taking advantage of today's digital and social media technologies, tapping consumers for marketing content, message ideas, or actual ads and videos

Major media types

Television, digital and social media, newspapers, direct mail, magazines, radio, and outdoor

Execution style

The approach, style, tone, words, and format used for executing an advertising message

Creative concept (big idea)

The compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way

Advertising budget

The dollars and other resources allocated to a product or a company advertising program

Message strategy

The general message that will be communicated to consumers

Return on advertising investment

The net return on advertising investment divided by the costs of the advertising investment

Advertising strategy

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media

Advertising media

The vehicles through which advertising messages are delivered to their intended audiences

Advertising clutter

Today's consumers, armed with an arsenal of weapons, can choose what they watch and don't watch. Increasingly, they are choosing not to watch ads.

Advertiser must...

Tone Words Format Illustration Headline Copy

Informative advertising

Used heavily when introducing a new product category

Development

Working with donors or members of nonprofit organizations to gain financial or volunteer support

Franklin​ & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and​ efficient? radio ads throughout the state local newspapers ads throughout the state a direct mail piece sent to selected students billboards throughout the state a Facebook page for the college

a direct mail piece sent to selected students

Brands in a market with many competitors and high advertising clutter must ____ never be advertised using informative advertising be advertised only through print and social media be advertised only during the mature stage of the product life cycle be advertised more heavily to be noticed in the marketplace have very high prices compared to competitors

be advertised more heavily to be noticed in the marketplace

Product placement in television programs and movies is an example of ______ branded entertainment advertainment direct marketing buzz marketing sales promotion

branded entertainment

Competitive parity and task methods are considered when making decisions about _____ message effectiveness media selection message structure budget sales objectives

budget

Which of the following is a media​ measure? human development index GDP per capita consumer price index wholesale price index ​click-through rate

click-through rate

Which of the following is a major step in selecting advertising​ media? developing a compelling creative concept planning a message strategy deciding on format elements selecting message execution style determining​ reach, frequency, and impact

determining reach, frequency, and impact

Advertising appeals should be meaningful, believable, and ____ accurate direct emotional distinctive authentic

distinctive

An advertisement's ___ refers to the style, tone, words, and format employed in delivering the brand message direct concept scope execution creative concept content strategy

execution

Advertising objectives can be classified by whether their primary purpose is to ______ persuade, or remind describe products engage inform promote communicate value to the business

inform

Aim of advertainment

is to make ads themselves so entertaining, or so useful, that people want to watch them

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ____ explain compete reciprocate suggest remind

remind

Advertising strategy consists of two major elements: creating advertising messages and ______ developing an advertising budget organizing the message content selecting advertising media implementing a PR plan enhancing corporate reputation

selecting advertising media

Which of the following message execution styles features a highly believable or likable source endorsing the​ product? testimonial evidence musical lifestyle mood or image slice of life

testimonial evidence