Marketing Ch 15
Advertising agency
A marketing services firm that assists companies in planning, preparing, implementing and evaluating all or portions of their advertising programs.
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 consumers with more engaging messages.
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Public relations
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.
Media
Reach; Frequency; Impact; Cost per thousand (CPM)
Media Types (Advantages and Disadvantages)
TV; Newspapers; Direct Mail; Magazines; Radio; Outdoor; Internet
Execution style
The approach, style, tone, words, and format used for executing an advertising message.
Creative concept
The compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way.
advertising budget
The dollars and other resources allocated to a product or company advertising program.
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.
Negative Publicity
Tiger Woods, Michael Vick; can be good -- Tylenol poisoning; how its handled
Evaluating Advertising
based on sales, but hard to show relationship (many variables); evaluate before they show it (feedback from focus groups); post release surveys hard to do
Outdoor
billboards, busses
TV
changing due to DVR (fast forward through commercials); lots of product placement
Cost per thousand (CPM)
cost to reach 1,000 people; used to compare different media types
International Advertising
customize to each location, or keep one global ad?
Newspapers
declining media
Advertising Agencies
declining/changing due to DVRs; mergers (need international reach and enough work to level highs and lows); clients turnover ever 5 years; paid on % of media purchased; re-emergence of small, specialized companies paid flat fee.
Internet
difficult to use for ads; match ads to search profiles; viral ads
Impact
do people notice? not necessarily do they buy; color, shape, etc.
inform
good for new products
Frequency
how many times? not too many (annoying), but 3 or more
Advertising program objectives
inform; persuade; remind
Magazines
more interesting than newspapers, but still decline; some specialty magazines
Direct Mail
not good, most thrown out
remind
older products; recipes (jello)
Public Relations
reaching a mass audience without paying (charity event, host sports events, stunts); more credible than ads; press junkets (brings travel writers to Disney world); news stories (about ads?)
Advertising Message
slogans
Reach
the number of people
persuade
to choose a particular brand; show benefits of one over another
Alternative Media
tradeshows, shopping carts, pens; product placement (reality TV); guerrilla marketing; covert marketing (leaners); temporary tattoos; petvertising; meetings & events
Radio
use more specialized stations to focus ads on groups; subscription stations don't have ads