MKT 3010: Ch. 18

What are the steps when planning an ad campaign?

1. Identify Target Audience 2. Set Advertising Objectives 3. Determine the Advertising Budget 4. Convey the Message 5. Evaluate and Select the Media 6. Create Advertisement 7. Assess Impact

What must firms consider when setting an advertising budget?

1. Role Ad Plays in Attempt to Meet Promo Objections 2. Expenditures Vary Over Product Life Cycle 3. Nature of the Market and Product

Informative Advertising

A communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. Used to inform consumers about up coming sales events or the arrival of new merchandise.

Persuasive Advertising

A communication used to motivate consumers to take action. Generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product.

Reminder Advertising

A 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.

Advertising Plan

A section of the firm's overall marketing plan that explicitly outlines the objective of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful.

Institutional Advertisements

A type of advertisement that informs, persuades, or remind consumers about issues related to place, politics, or an industry (e.g. Got Milk? Ads).

Lift

Additional sales caused by advertising.

Advertising objectives are based on what?

Advertising Plan

Emotional Appeals

Aims to satisfy consumers' emotional desires rather than their utilitarian (functional) needs.

What is important to keep in mind in terms of creativity?

Although creativity plays a major role in the execution stage they must not let their creativity overshadow. Ad must be able to attract audience attention and provide reason to spend time viewing. Execution stage must match medium and objectives.

Pre-Testing

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

How is the product life cycle relevant?

Because if they have gained marketing acceptance and are in maturity stage they need reminder ads.

Why is identifying the target audience important?

Because the target audience may or may not be the same as current users of the product.

Niche Media

Channels that are focused and generally used to reach narrow segments, often with unique demographics characteristics or interests. Specialty TV Channels (e.g. Home and Garden TV) and Specialty Magazines (e.g. Skateboarder or Cosmo Girl)

Mass Media

Channels that are ideal for reaching large numbers of anonymous audience members. National Newspapers, Magazines, Radio, and Television

Pulsing

Combines the continuous and flighting 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, a product, or a service for their mutual benefit; a type of promotional campaign.

Three Types of Advertising Schedules

Continuous Flighting Pulsing

Pull Strategy

Designed to get consumers to pull the product into the supply chain by demanding it.

Push Strategy

Designed to increase demand by motivating sellers to high the product, rather than the products or competitors and thereby push the product onto consumers.

Post-Testing

Evaluation of and IMC campaign's impact after it has been implemented.

Who is the FCC?

Federal Communications Commission Enforces federal consumer protection laws. Enforces truth in advertising laws; define deceptive and unfair advertising practices.

Public Service Advertising (PSA)

Focus on public welfare; generally they are sponsored by non-profit institutions, civic groups, religious organizations, trade associations, or political groups.

Informational Appeals

Help consumers make purchase decision by offering factual info that encourages consumers to evaluate the brand favorably on basis of key benefits it provides.

Flighting Schedule

Implemented in spurts with periods of heavy advertising followed by periods of no advertising. Ex: Jewelry ads around Valentines day and Christmas

What is entailed in the process of creating advertisements?

In this stage, the message and appeal are translated creatively into words, pictures, colors, and/or music. Medium, Creativity, Objectives

Product Placement

Inclusion of a product in non-traditional situation, such as in a scene in a movie or television program.

What are the overall objectives of advertisements and what is entailed in each?

Inform Persuade Remind

What types of appeals do marketers use to portray their products/services?

Informational Appeals Emotional Appeals

What is puffery?

Legal exaggeration of praise, stopping just short of deception, lavished on a product.

What is entailed in selecting and evaluating media?

Media Planning

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.

The execution style and medium utilized are related in what way?

Often, the execution style for the ad will dictate the type of medium used to deliver the message.

Event Sponsorship

Popular PR tool; occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors.

What is entailed in assessing an advertisement's impact?

Pre-Testing Tracking Post Testing

How does the Federal Trade Commission (FTC) relate to advertising?

Primary enforcement agency for most mass media. Regulates interstate and international communications by radio, television, wire, satellite, and cable.

What are the various focuses of advertisements and what is entailed in each?

Print Focused Institutional (Public Service Advertising and Social Marketing)

What is the purpose of the message in advertising?

Provides target audience with reasons to respond in desired way. Should communicate problem-solving ability clearly and in a compelling fashion.

Media Planning

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

Continuous Schedule

Runs steadily throughout the year and therefore is suited to products and services that are consumer continually at relatively steady rates and that require a steady level or persuasive and/or reminder advertising.

Advertising Schedule

Specifies the timing and duration of advertising.

What is the purpose of the unique selling proposition (USP)?

Strategy of differentiating a product by communicating its unique attributes. Often becomes the common theme or slogan and communicates unique attribute of product thereby becoming a snapshot of entire campaign.

What type of media is most expensive?

Television

Media Buy

The actual purchase of airtime or print pages. Largest Expense in Advertising Budget

Media Mix

The combo of the media used and the frequency of advertising in each medium.

Social Marketing

The content distributed through online and mobile technologies to facilitate interpersonal interactions.

What is entailed in identifying the target audience?

Tone of Message Media Selection Target Market (Audience)

Product-Focused Advertisements

Used to inform, persuade, or remind consumers about a specific product or service.

Is word-of-mouth marketing a type of advertising?

Word-of-mouth marketing is NOT a type of advertising because it is not paid.