PURPOSE
OF ADVERTISING
The ultimate purpose of
all commercial advertising is to persuade people to buy. To be
effective good ads must have:
- the
ability to get our attention. Hundreds of ads are seen/heard each day.
Therefore, an effective ad must stand out from the competition and grab
the consumer's attention.
- the
ability to sustain our attention. It is important that the potential consumer
learn something about the product. An effective ad involves the
reader in the details of the ad and carries the reader's attention through
the ad.
- the
ability to transmit the message. Clarity is important if the consumer is to understand
the message given the limited ad space available.
- the
ability to convince the potential consumers to accept the message of
the ad and
the ad brand. Thus, the ability of the ad to persuade you to accept
the product, the brand, and to buy
purpose is to give motivation, awareness,
educating customer or brand image, introduce new product.
ROLE OF
ADVERTISING
Advertising
consists of four different roles:
1. The marketing role
2. The communication role
3. The economic role
4. The societal role
A marketing role within advertising will focus on satisfying general consumers and seeing to their requirements through services and goods. It will not be directed at all the public but only at certain customers that are termed a ‘target market’.
A communication role in advertising will refer to a mass communication intention that advertising will be capable of fulfilling. This is an impressive way in which to inform customers and let them know about the services and goods they wish to buy.
With regards to an economical role in advertising, this will directly deal with the objectives of the advertiser. Normally, the objectives of an advertiser are to be able to generate sales from an advertisement. It will also help a consumer to appraise both the value as well as the benefits of any of the products which are advertised against their prices that the products are being offered at so as to make the most economic and efficient choice.
Finally, a societal role within advertising is quite a fascinating role. On the one hand, an advertisement will help to generate the trends within a certain society. In contrast, it is the cause of breaking a norm that has been a part of society for a while so as to generate a truly unique impact. It tends to have a somewhat tentative nature, which some people will like while some will resent it.
The theory of any advertising is
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purpose
Just about any medium could be utilized for advertising. Commercial advertising can include billboards, wall paintings, web banners, television adverts, subway trains and platforms amongst others. There is also digital advertising as in television, radio and online advertising. Physical advertising could include mobile billboard, in-store, street and press advertising
1. The marketing role
2. The communication role
3. The economic role
4. The societal role
A marketing role within advertising will focus on satisfying general consumers and seeing to their requirements through services and goods. It will not be directed at all the public but only at certain customers that are termed a ‘target market’.
A communication role in advertising will refer to a mass communication intention that advertising will be capable of fulfilling. This is an impressive way in which to inform customers and let them know about the services and goods they wish to buy.
With regards to an economical role in advertising, this will directly deal with the objectives of the advertiser. Normally, the objectives of an advertiser are to be able to generate sales from an advertisement. It will also help a consumer to appraise both the value as well as the benefits of any of the products which are advertised against their prices that the products are being offered at so as to make the most economic and efficient choice.
Finally, a societal role within advertising is quite a fascinating role. On the one hand, an advertisement will help to generate the trends within a certain society. In contrast, it is the cause of breaking a norm that has been a part of society for a while so as to generate a truly unique impact. It tends to have a somewhat tentative nature, which some people will like while some will resent it.
The theory of any advertising is
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purpose
Just about any medium could be utilized for advertising. Commercial advertising can include billboards, wall paintings, web banners, television adverts, subway trains and platforms amongst others. There is also digital advertising as in television, radio and online advertising. Physical advertising could include mobile billboard, in-store, street and press advertising
FUNCTIONS OF ADVERTISING
Functions of advertising
1. To differentiate
the product from their competitors
2. To communicate
product information
3. To urge product
used
4. To expand the
product distribution
5. Too increase brand
preference and loyalty
6. To reduce overall
sales cost
7. Creates new demands
1.To differentiate the product from their
competitors
An important function
of advertising is the identification function, that is, to identify a product
and differentiate it from others; this creates an awareness of the product and
provides a basis for consumers to choose the advertised product over other
products.
The identification
function of advertising includes the ability of advertising to differentiate a
product so that it has its own unique identity or personality.
There are four
additional ways to differentiate your offering from the competition and
increase your differentiation: leveraging the brand, innovating
your service offering, as well as designing productand packaging in
a way that creates an aesthetic beyond the functional. None of these methods
are expensive. All are ways that can increase your perceived value to the
customer and increase your market share.
Example: GARNIER FRUTICS
(shampoo) the shampoo bottle have the different color from all other shampoo
available in the shelf. The bottle of the shampoo is unique from all others.
Example: apple laptops
make them different from others as the WHITE color and logo of APPLE on back of
the screen.
2.To communicate product information
Another function of
advertising is to communicate information about the product, its attributes,
and its location of sale; this is the information function. Product information
communicated to the customers in manner that meets their information needs.
Most consumers tend to discount the information in advertising because they
understand that the purpose of the advertising is to persuade. Making an
advertising message believable is not easy; though often it is sufficient to
make the consumer curious enough to try the product. Such curiosity is often
referred to as interested disbelief. Advertisers use a variety of devices to
increase the believability of their advertising: celebrities or experts who are
the spokespersons for the product, user testimonials, product demonstrations,
research results, and endorsements.
Example:
Ponds age miracle, in
that ad the celebrity HADIQA KAYANI is informing the consumers about the
benefits of it. That how the old women can look younger by using it
continuously. It will make you fair cream plus it reduces freckles plus it can
be used as a sun block as well it will make you look young.
3.To urge product used
The third function of
advertising is to induce consumers to try new products and to suggest reuse of
the product as well as new uses; this is the persuasion function.
The basic function of
advertising is to provide constant reminders and reinforcements to generate the
desired behavior the advertiser wants from them. This is a particularly
effective function in the long run as reminders and reinforcements register in
the consumers' minds, becoming the base on which they shape their future
decisions. Sampling in the way to urge the product using.
Example:
Fair and lovely as we
know that it will make a girl look fair and prettier in 4 weeks.
Example: Neutrogena acne
treatment cream will remove your pimple is 24 hours. NEUTROGENA say no
to pimples!!
4. expand the product distribution
When the consumer
comes to know about the particular product from the advertisement he/she wants
to try that new product. They go to shops to buy the product; if the new
product is not available in a shop then the shopkeeper consults the distributor
to make that product available in his shop. It is basically to provide the
product all over market. It is necessary to make sure that product should be accessible
to everyone. Availability of product effect the distribution.
Example:
Wateen telecom and
Motorola Partner to Expand Distribution of Videoconferencing Product Line in
Pakistan. So as many people are getting to know about this facility they are
running towards the franchises to avail it. So for that Wateen should expand
their distribution all around the cities.
Accessibility is major
factor for successful product
5.To increase brand preference and loyalty
Marketing is a moving
thing. As your needs are changed your preferences are changed. When the product
delivers the promised quality, service and value, it creates satisfied
customers who become instrumental in spreading a favorable word-of-mouth.
Satisfied customers also develop brand preference; each product features and
uses are written on the product.
Example: 99% girls who are
not married will not look at the ad of pampers or any milk powder for children
but when they will get married their interest will automatically move towards
such ad'
Brand loyalty
Brand loyalty is a
long-term customer preference for a particular product or service. Brand
loyalty can be produced by factors such as customer satisfaction with the
performance or price of a specific product or service, or through identifying with
a brand image. It can be encouraged by advertising.
People often make
purchasing decisions based on how a brand makes them feel emotionally rather
than based on quality or other objective evaluations. If "Just Do
it" strikes a chord with an athlete, he'll buy Nike; the decision may
have little to do with quality.
Example: For instance,
when one buys a tube of Colgate toothpaste and finds it ok, one will not have
to spend any valuable time on looking for other toothpaste brands.
6.To reduce overall sales cost
When a product is
selling you have to teach the people about the product.
Like if we would
advertise through newspapers, TV, broachers and internet, it would cater huge
sum of masses and if you do individually it would be more costly and time consuming.
Example: Coke targets
their consumers on a very large scale through mass media whereas Makka cola
advertise on smaller scale or go door to door to advertise their product.
Creates new demands
Advertising have to
create new demands they should educate the people about more and more new
things coming up in the market. Each year new products, including line
extensions and new brands are introduced into groceries and drugstores.
Example: Wateen telecom is offering wireless
internet chips, video conferencing and WIMAX services as they are introducing
new services in market its creating new demands.
TYPES OF
ADVERTISING
1. Print Advertising - Newspapers, Magazines,
Brochures, Fliers
Print media has always been a popular advertising
option. Advertising products via newspapers or magazines is a common practice.
In addition to this, the print media also offers options like promotional
brochures and fliers for advertising purposes. Often, newspapers and magazines
sell the advertising space according to the area occupied by the advertisement,
the position of the advertisement in the publication (front page/middle page,
above/below the fold), as well as the readership of the publications. For
instance, an advertisement in a relatively new and less popular newspaper will
cost far less than an advertisement in an established newspaper that has a high
readership. The price of print ads may also depend on quality of the paper and
the supplement in which they appear. For example, an advertisement in the
glossy (and popular) supplement of a newspaper costs more than one in a
supplement which uses mediocre quality paper.
•
Eg- Newspaper
, Magazine , Catalogues , Posters , Corporate
Brochures
2. Outdoor Advertising - Billboards, Kiosks, Trade-shows and Events
Outdoor advertising is also a very popular form of advertising. It makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also events and trade-shows organized by the company. Billboard advertising is very popular. However it has to be really terse and catchy in order to grab the attention of the passersby. Kiosks not only provide an easy outlet for the company's products but also make for an effective advertising tool to promote the company's products. Organizing special events or sponsoring them makes for an excellent advertising opportunity and strategy. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.
•
Eg- Hoardings,
Bus Stand / Railway,
Media Van, Malls
2. Broadcast Advertising - Television, Radio and the
Internet
Broadcast advertising is a very popular advertising medium that constitutes several branches like television, radio or the Internet. Television advertisements have been very popular ever since they were introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it will be broadcast, and of course, the popularity of the television channel itself. The radio might have lost its charm owing to new age media. However it remains the choice of small-scale advertisers. Radio jingles have been very a popular advertising medium and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy old popular radio jingles.
Broadcast advertising is a very popular advertising medium that constitutes several branches like television, radio or the Internet. Television advertisements have been very popular ever since they were introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it will be broadcast, and of course, the popularity of the television channel itself. The radio might have lost its charm owing to new age media. However it remains the choice of small-scale advertisers. Radio jingles have been very a popular advertising medium and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy old popular radio jingles.
Eg- Radio , TV
, Internet
, Digital Frame,
Digital Hoardings
4. Covert Advertising - Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial advertising as such in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report, or the use ofCadillac cars in the movie Matrix Reloaded. Pay attention next time, you're sure to come across a lot of such examples.
5. Surrogate Advertising - Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to health are prohibited by law in several countries. Hence these companies come up with several other products that have the same brand name and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising, wills lifestyle clothing reminds about wills cigarettes
6. Public Service Advertising - Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of the advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today, public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In the United States, radio and television stations are granted to bidders on the basis of a fixed amount of public service advertisements aired by the channel.
7. Celebrity Advertising/ Educacy Advertising/ Sponsorship Advertising
Although the audience is getting smarter and smarter and the modern-day consumer is getting immune to the exaggerated claims made in a majority of advertisements, there exists a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. How effective these ads are, is something that each consumer himself can determine. Eg. i10 by sharukh kha, lux by aishwarya
STRATEGIES FOR
THE DIFFERING STAGES OF THE PLC
1. Introduction stage of PLC
The need for immediate
profit is not a pressure. The product is promoted to create awareness.
If the product has no or few competitors, a skimming price strategy is
employed. Limited numbers of product are available in few channels of distribution. Advertising
differentiates the product. Adv. Should provide right info abt pdt,
awareness to consumer, mass appeal to different segment.
Print ad of a Printer
giving details about its specifications
2. Growth stage of PLC
Competitors are
attracted into the market with very similar offerings. Products become more
profitable and companies form alliances, joint ventures and take each other
over. Advertising spend is high and focuses upon building brand. Market
share tends to stabilise. Advertising establishes participation with
the marketplace. Promote prdt
in different segments, to increase cust base
3. Maturity stage of PLC
Those products that
survive the earlier stages tend to spend longest in this phase. Sales grow at a
decreasing rate and then stabilise. Producers attempt to differentiate products
and brands are key to this. Price wars and intense competition occur. At this
point the market reaches saturation. Producers begin to leave the market due to
poor margins. Promotion becomes more widespread and use a greater
variety of media. Advertising puts price ahead of the competition. Role of reminder and responsibility
4. Decline stage of PLC
At this point there is a
downturn in the market. For example more innovative products are introduced or
consumer tastes have changed. There is intense price-cutting and many more
products are withdrawn from the market. Profits can be improved by
reducing marketing spend and cost cutting. Defensive advertising or for
revitalization. Provide d audience
d opportunity to buy d prodt.
TYPES OF AD
AGENCIES
Advertising Agencies can be classified by the range of
services that they offer. Also, advertising agencies range in size from one man
shows to large firms that employ thousands of people. Accordingly, different
types of advertising agencies are:
·
Full
service agencies
·
Creative
boutiques
·
In-house
agencies
·
Specialized
agencies
·
Media
buying services
1.
Full-service
agencies-
as the name implies, a full service
agency is one that handles all phases of advertising process for
its clients: it plan, creates, produces and places advertisements for its
clients. In addition, it might provide other marketing services such as sales
promotion, trade shows, exhibits, newsletters and annual reports. In short a
full service agency will provide four major functions:
Ø account management,
Ø creative development and production,
Ø media planning and
Ø buying and research services.
One major point that differentiates a full service agency
from other is that the personal work full time and the services provide are
extensive. The services usually provided by a full service agency include
collecting and analyzing market data, proposing strategy, preparing and
producing the ads, placing the ads in approved media, verifying the
advertisements appearance (publication, broadcasting, etc), invoice the client,
collect the bills and pay the media and other suppliers.
2. Creative boutiques-
it is an organization that
specializes in the actual creation of advertisements. In general,
boutiques create imaginative and interesting advertising themes and produce
innovative and original advertisements. A company that uses a creative boutique
would have to employ another agency to perform the planning, buying and
administrative functions connected with advertising.
Full service ad agency studies the product or service and
determines its marketable characteristic and how it relates to the competition.
At the same time the agency studies the potential market, possible distribution
plans and likely advertising media. Following this, the agency makes a formal
presentation to the client deadlines, it’s finding about the product and its
recommendation for an advertising strategy.
Creative boutiques are different from freelancers.
Freelancers are individuals who work on their own with out any formal
attachment with any agency. Clients or agencies hire these from time to time.
The clients also hire creative boutiques.
3.
In-house
agencies- such
agencies are owned and supervised by advertisers or the client
organizations. The organizational structure and functioning of in-house agencies
are similar to full service agencies in most cases. The advertising director of
the company usually heads an in-house agency. In house agencies are organized
according to the needs and requirements 9of the company and are staffed
accordingly. Some companies solely depend on their in-house agencies for their
advertising needs. Others depend both on their in-house agency and outside
agencies. Some other companies allow their agencies to take outside jobs.
4.
Specialized
agencies- there are
many agencies, which take up only specialized advertising jobs.
Certain fields like medicine, finance, outdoor advertising, social advertising,
etc. require specialized knowledge. So there are agencies, which concentrate
only on areas and employ people with the required talents. These agencies are
usually small in size.
5.
Media
buying agencies-it is an
organization that specializes in buying radio and television time
and reselling it to advertisers and advertising agencies. The services sells
time to the advertisers, orders the spots on the various stations involved and
monitors the stations to see if the ads actually run.
This trend for special media buying agencies started in the
1970s. Such agencies have a lot of contacts in the media and offer very low
commission on media rates. Media buying agencies complement the creative
boutiques. Also large companies use their specialized negotiating talents for
buying media space and time.
Advocacy advertising:
The
propagation of ideas and
elucidation of controversial social issues of public importance in a manner that supports the interests
of the sponsor.
elucidation of controversial social issues of public importance in a manner that supports the interests
of the sponsor.
Cause related marketing:
A form of
marketing whereby companies link with charities or nonprofit organizations as
contributing sponsors.
Advantages
Excellent vehicle for positioning the firm
Takes advantage of benefits derived from public
relations
Reaches a selected target market
Disadvantages
May have questionable effectiveness
Raises questions of constitutionality and ethics
Media PlanningMedia Planning-A series of decisions involving the delivery of messages to audiences.
Media ObjectivesMedia Objectives-Goals to be attained by the media strategy and program.
Media StrategyMedia Strategy-Decisions on how the media objectives can be attained.
MediaMedia-The various categories of delivery systems, including broadcast and print media.
Broadcast MediaBroadcast Media-Either radio or television network or local station broadcasts.
Media ObjectivesMedia Objectives-Goals to be attained by the media strategy and program.
Media StrategyMedia Strategy-Decisions on how the media objectives can be attained.
MediaMedia-The various categories of delivery systems, including broadcast and print media.
Broadcast MediaBroadcast Media-Either radio or television network or local station broadcasts.
Print MediaPrint Media-Publications such as newspapers and magazines.
Media VehicleMedia Vehicle-The specific message carrier, such as the Washington Post or 60 Minutes.
CoverageCoverage-The potential audience that might receive the message through the the vehicle.
ReachReach-The actual number of individual audience members reached at least once by the vehicle in a given period of time.
FrequencyFrequency-The number of times the receiver is exposed to vehicle in a specific time period.
Media VehicleMedia Vehicle-The specific message carrier, such as the Washington Post or 60 Minutes.
CoverageCoverage-The potential audience that might receive the message through the the vehicle.
ReachReach-The actual number of individual audience members reached at least once by the vehicle in a given period of time.
FrequencyFrequency-The number of times the receiver is exposed to vehicle in a specific time period.
Problems in Media Planning
Lack of information
Inconsistent terms
Serious time pressure
Measurement problems
Inconsistent terms
Serious time pressure
Measurement problems
Media Planning Criteria Considerations
The media mix
Target market coverage
Geographic coverage
Scheduling
Reach versus frequency
Creative aspects and mood
Flexibility
Budget considerations
Effects of Reach and Frequency
1.One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.
2.Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach.
3.The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.
4.Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.
5.Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important
6.Frequency response principles or generalizations do not vary by medium.
7.The data strongly suggest that wearoutis not a function of too much frequency. It is more of a creative or copy problem.
Marketing Factors Important to
Determining Frequency
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group
Message or Creative Factors Important to
Determining Frequency
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units
Media Factors Important to
Determining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
Television Characteristics
Advantages
Mass coverageHigh reachImpact of sight, sound, and motionHigh prestigeLow cost per exposureAttention gettingFavorable image
Disadvantages
Low selectivityShort message lifeHigh absolute costHigh production costsClutter
Radio Characteristics
Advantages
Local coverageLow costHigh frequencyFlexibleLow production costsWell-segmented audiences
Disadvantage
Audio onlyClutterLow attention gettingFleeting message
Magazines Characteristics
Advantages
Segmentation potentialQuality reproductionHigh information contentLongevityMultiple readers
Disadvantages
Long lead time for ad placementVisual onlyLack of flexibility
Newspapers Characteristics
Advantages
High coverageLow costShort lead time for placing adsAds can placed in interest sectionsTimely (current ads)Reader controls exposureCan be used for coupons
Disadvantages
Short lifeClutterLow attention-getting capabilitiesPoor reproduction qualitySelective reader exposure
Outdoor Characteristics
Advantages
Location specificHigh resolutionEasily noticed
Disadvantages
Short exposure time requires short adPoor imageLocal restrictions
Direct Mail Characteristics
Advantages
High selectivityReader controls exposureHigh information contentOpportunities for repeat exposures
Disadvantages
High cost/contactPoor image (junk mail)Clutter
Internet / Interactive Media Characteristics
Advantages
User selects product informationUser attention and involvementInteractive relationshipDirect selling potentialFlexible message platform
Disadvantage
Limited creative capabilitiesWeb snarl (crowded access)Technology limitationsFew valid measurement techniquesLimited reach
Appeals and Execution Style
Advertising Appeal
The approach used to attract the attention of consumers and/orTo influence consumer feelings toward the product, service or cause
Creative Execution Style
The way a particular appeal is turned into an advertising messageThe way the message is presented to the consumer
Advertising Appeals
Two Broad Categories of Appeals
Informational/Rational Appeals
Focuses on the consumer’s practical, functional,or utilitarian need for the product or serviceEmphasizes the features or benefitsMessages emphasize facts and logicFocuses on the consumer’s practical, functional,or utilitarian need for the product or serviceEmphasizes the features or benefitsMessages emphasize facts and logic
Emotional Appeals
Relate to consumers’ social and/or psychological needs for purchasing a product or serviceMany advertisers believe consumers’ emotions work better at selling brands that do not differ markedly from competing brands
Rational Appeals
Feature appeals
Focus on the dominant traits of the product
Competitive appeals
Makes comparisons to other brands
Favorable price appeals
Makes price offer the dominant point
News appeals
News or announcement about the product
Product/service popularity appeals
Stresses the brand’s popularity
Informational/Rational Appeals
Rational Motives
Comfort
Convenience
Economy
Health
Quality
Dependability
Durability
Performance
Efficiency
Emotional Appeals
Personal States or Feelings
Achievement / Accomplishment
Actualization
Affection
Ambition
Arousal / stimulation
Comfort
Excitement
Fear
Happiness
Joy
Love
Nostalgia
Pleasure
Pride
Safety
Security
Self-esteem
Sentiment
Sorrow/grief
Transformational Advertising
a transformational ad is “one which associates the experience of using the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement”
The ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it
Transformational ads have two characteristics:
The ad must make the experience of using the product richer, warmer, more exciting and/or enjoyable than that obtained solely from an objective description of the advertised brand
It must connect the experience of the ad so tightly with the experience of using the brand that the consumer can’t remember the brand without recalling the experience generated by the ad
Other Types of Appeals
Reminder Advertising–
the objective is to build and/or maintain awareness and keep the name of the company and/or brand in front of the customer.Often used by well known brands and market leaders that are well-established in the market.
Teaser advertising–goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it. Often used for new products/models and for movies.
Advertising Execution Techniques
CombinationsCreative execution: The way an advertising appeal is presented.
Straight-sell or factual message
Science / technical evidence
Demonstration
Comparison
Slice of life
Testimonial
Animation
Personality Symbol
Fantasy
Dramatization
Humor
The media mix
Target market coverage
Geographic coverage
Scheduling
Reach versus frequency
Creative aspects and mood
Flexibility
Budget considerations
Effects of Reach and Frequency
1.One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.
2.Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach.
3.The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.
4.Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.
5.Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important
6.Frequency response principles or generalizations do not vary by medium.
7.The data strongly suggest that wearoutis not a function of too much frequency. It is more of a creative or copy problem.
Marketing Factors Important to
Determining Frequency
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group
Message or Creative Factors Important to
Determining Frequency
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units
Media Factors Important to
Determining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
Television Characteristics
Advantages
Mass coverageHigh reachImpact of sight, sound, and motionHigh prestigeLow cost per exposureAttention gettingFavorable image
Disadvantages
Low selectivityShort message lifeHigh absolute costHigh production costsClutter
Radio Characteristics
Advantages
Local coverageLow costHigh frequencyFlexibleLow production costsWell-segmented audiences
Disadvantage
Audio onlyClutterLow attention gettingFleeting message
Magazines Characteristics
Advantages
Segmentation potentialQuality reproductionHigh information contentLongevityMultiple readers
Disadvantages
Long lead time for ad placementVisual onlyLack of flexibility
Newspapers Characteristics
Advantages
High coverageLow costShort lead time for placing adsAds can placed in interest sectionsTimely (current ads)Reader controls exposureCan be used for coupons
Disadvantages
Short lifeClutterLow attention-getting capabilitiesPoor reproduction qualitySelective reader exposure
Outdoor Characteristics
Advantages
Location specificHigh resolutionEasily noticed
Disadvantages
Short exposure time requires short adPoor imageLocal restrictions
Direct Mail Characteristics
Advantages
High selectivityReader controls exposureHigh information contentOpportunities for repeat exposures
Disadvantages
High cost/contactPoor image (junk mail)Clutter
Internet / Interactive Media Characteristics
Advantages
User selects product informationUser attention and involvementInteractive relationshipDirect selling potentialFlexible message platform
Disadvantage
Limited creative capabilitiesWeb snarl (crowded access)Technology limitationsFew valid measurement techniquesLimited reach
MEDIA STRATEGIES
What are media strategies?
Media strategies inform customers about projects and programs through newspapers, radio, television and
videos, billboards, posters and variable message signs, mass mailings of
brochures or newsletters, and distribution of fliers. Working with the media,
an agency takes an active role in disseminating information. For example, the
San Francisco area’s annual "Beat the Backup" program during
California Rideshare Week promotes ridesharing in partnership with a full range
of the media.
Media strategies take a variety of
forms. The simplest examples are fliers about
projects within a corridor (a targeted market area) or variable message signs
on highways that inform motorists (a targeted market) of delays ahead or of
alternate routes. (See Public Information Materials.) Promotional brochures are
used in direct mail campaigns or -- as in Portland, Maine -- through a
full-size newspaper supplement explaining the regional transportation plan.
Briefing reporters and editorial boards of both newspaper and broadcast media
with in-depth background on a project or program prepares them to analyze an
agency’s approach and report on aspects of an issue in an even-handed way. (See
Briefings.) In New Jersey, media executives were briefed on high-occupancy
vehicle HOV lane proposals at the outset of planning for the project.
Why are they useful?
An agency proactively frames the
message, rather than allowing the media to do
it. Framing the message takes thought and attention about all aspects of a
program or process. Media strategies are routinely incorporated into projects
that need public focus, consensus, and understanding in order to move forward.
In Idaho, the Department of Transportation uses video to introduce programs to the
public and to provide news stories accompanying press releases.
Effective media strategies deliver a
uniform message to alleviate the spread of
misinformation that often becomes a barrier to understanding or implementation.
Strategies can be styled to meet varying levels of interest. For Seattle’s
regional transit plan, a detailed program of media coverage was integrated with
other forms of community outreach.
Many people rely heavily on the media
for information about events, plans, or projects that
affect them. The media are an important resource for people who have little
time to attend meetings or partici pate in public involvement activities.
Do they have special uses?
Media coverage helps generate interest in a project or program. In any program, the critical first step is to
develop a central message addressing such questions as: What is the plan or
project? What does the public need to know in order to participate effectively?
Who is the audience? Once these questions have been addressed, the specific
media to carry the message are defined -- the kinds of media that will best
serve the need of encouraging public participation.
The media disseminate information
widely. This includes informing and educating
the public via major articles and profiles on television and in print as well
as eye-catching ads to supplement the more formal, required legal notices.
Specific transportation projects typically reach out to community residents
along the affected corridor, to interest groups, and to municipal officials. A
media strategy for these kinds of projects involves many activities. For
example, in Washington, D.C., a media program to encourage ridesharing ranges
from mall banners and decals for shop windows to an education program in
elementary schools called "It’s Cool to Pool."
Cable television is particularly useful as a tool for getting the word out. It is much cheaper than paid network
advertising and has a more local flavor. Public access channels often videotape
public meetings and other forums and play them repeatedly over a period of
time. (See Video Techniques.) In addition, local cable channels have news
programs, guest editorials, and interviews where project issues can be
highlighted. For assurance of broad outreach to people who do not watch cable
channels, programming on regular stations and networks is an effective
alternative.
Who participates? and how?
Stakeholders and agencies often
cooperate in a media program for a project. Civic
advisory committees or other community representatives help identify the best
way to get the word out. (See Civic Advisory Committees.) As individuals
directly affected by a particular project or program, or through past experi
ence, they may know the best way to reach the public. Agencies use community
residents as part of speakers’ bureaus that send representatives out to promote
a project at meetings of organizations such as Rotary or Lions’ Clubs and
chambers of commerce.
How do agencies use the output?
Agencies monitor reactions to a media
plan. Random surveys test market penetration
and determine whether the message is meeting a targeted population.
A media plan elicits community
responses. Mass mailings can include simple
questionnaires to be returned to the agency. (See Public Opinion Surveys.) A
television presentation can suggest that reactions be mailed to the agency. On
two-way talk shows, agency staff interact with community callers to answer
questions directly. As programs and projects evolve and progress, media
activities are adjusted to reflect their status and to introduce new
information.
The key is to put together a plan that
informs and educates the public by delivering the central
message, no matter which type or types of media strategies are identified.
Who leads media strategies?
Media strategies are led by agency
staff, either the staff members most closely
identified with the project or the public affairs officer. The involvement of
local people is particularly important to a successful media campaign.
Community input and feedback help to "take the pulse" of a program to
be sure the media chosen are appropriate and effective.
What do media strategies cost?
Because media strategies are often
expensive, they must be used carefully and efficiently. A minimum strategy includes a central message, perhaps contained in a
basic press kit with maps, fact sheets, and other background information,
supplemented by a media tour of the project site. Complex projects call for a
more elaborate strategy. For example, in New Jersey a strategic media plan was
developed for outreach to print and electronic media to support the long-range
transportation plan.
Time involved is often substantial over the life of a project or program. Some strategies are relatively
low-cost. Briefings with editorial boards of both print and electronic media,
as well as regular low-key contact with reporters and other media staff, are
low-cost ways to deliver a message. (See Briefings.) A public service
announcement is usually a low-cost activity.
Costs rise with the kind of media used. A television/radio or newspaper campaign can be costly, involving air
time and production/printing costs. Costs vary by project complexity and
length. There are low, moderate, and high levels of investment for utilizing
the media. Depending on the needs of the project, a media strategy ranges from
relatively simple placards or videos to a high-profile media campaign involving
radio and television ads in prime time.
Although costs of a paid media campaign
are high, the investment pays off , particularly when:
·
an agency wants to guarantee that an announcement, information, or
meeting date is published or broadcast;
·
an audience probably will not be reached in any other way, or maximum
exposure is needed;
·
an agency wants a say in the placement of the material; for example,
requesting a certain page location for a paid ad or a certain time slot for
radio/television;
·
a map, graphic, logo, slogan, or written material needs to be shown in a
certain format or with a certain design that identifies the project or plan;
·
an agency wants to assure that its message goes out exactly as written
-- paid advertising is not edited;
·
the media are likely to give an agency better free coverage if it is already known as a
paying client.
How are they organized?
Media strategies should be
comprehensive. Strategies need to be evaluated as they
are being assembled and after implementation. Questions to ask include:
·
breadth of techniques to use -- How many and what kind of techniques are
appropriate?
·
effectiveness -- How many people were reached and how did they react to
particular media?
·
ease of implementation -- How easy or difficult is it for the agency to
implement the various elements? Is an outside consultant needed? and
· cost -- What are the
cost-effective benefits in view of constrained resources?
How do they relate to other techniques?
Media strategies are used in conjunction with other techniques. For
example, televising civic advisory committee meetings enhances the participation
process by giving it a wider audience. (See Civic Advisory Committees.) Results
of brainstorming, visioning, charrettes, and community surveys can be reported
inthe media. (See Brainstorming; Visioning; Charrettes; Public Opinion
Surveys.) News stories can promote a telephone hot line for answering
questions. (See Hotlines.) A visioning process in Atlanta included televised
town hall meetings, newspaper editorials, and a six-newspaper survey of public
opinion that produced 10,000 responses.
Are they flexible?
Media strategies are extremely flexible. A wide range of techniques is
used, depending on the project, its budget, and the complexity of the message.
In Los Angeles, a commuter newsletter bulletin was prepared for widespread
distribution to inform commuters about ride options and programs.
Preparation and monitoring is crucial. Advance work is essential for
staff to prepare the overall program and central message and to identify the
targeted audience. In New York, for example, a range of media has been designed
to promote the new HOV lane on the Long Island Expressway: a video on
ridesharing for businesses to use at their companies; posters in the workplace
on carpools and vanpools; local cable channels for advertising spots; and
variable message signs along the corridor. All these target a specific audience
-- either residents or employers in the corridor or daily expressway users.
What are the drawbacks?
Media outlets may outpace an agency by looking for a scoop and
framing the message without agency or community input. Public agencies have
little control over stories before publication or broadcast. Agen cies
frequently spend valuable resources to explain a message or to try to reshape
public opinion rather than framing the message in the first place.
Media strategies take a high level of commitment sustained over time to be
successful. Strategic planning starts at the outset of a project with the
development of a detailed central message.
When are they most effective?
Media strategies should be developed early and sustained over time. In this
way, the public is well-informed and aware from the beginning, thus enhancing
the public participation process and creating greater opportunity for
successful implementation of the project or program.
Advertising Appeals
Two Broad Categories of Appeals
Informational/Rational Appeals
Focuses on the consumer’s practical, functional,or utilitarian need for the product or serviceEmphasizes the features or benefitsMessages emphasize facts and logicFocuses on the consumer’s practical, functional,or utilitarian need for the product or serviceEmphasizes the features or benefitsMessages emphasize facts and logic
Emotional Appeals
Relate to consumers’ social and/or psychological needs for purchasing a product or serviceMany advertisers believe consumers’ emotions work better at selling brands that do not differ markedly from competing brands
Rational Appeals
Feature appeals
Focus on the dominant traits of the product
Competitive appeals
Makes comparisons to other brands
Favorable price appeals
Makes price offer the dominant point
News appeals
News or announcement about the product
Product/service popularity appeals
Stresses the brand’s popularity
Informational/Rational Appeals
Rational Motives
Comfort
Convenience
Economy
Health
Quality
Dependability
Durability
Performance
Efficiency
Emotional Appeals
Personal States or Feelings
Achievement / Accomplishment
Actualization
Affection
Ambition
Arousal / stimulation
Comfort
Excitement
Fear
Happiness
Joy
Love
Nostalgia
Pleasure
Pride
Safety
Security
Self-esteem
Sentiment
Sorrow/grief
Transformational Advertising
a transformational ad is “one which associates the experience of using the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement”
Transformational ads have two characteristics:
The ad must make the experience of using the product richer, warmer, more exciting and/or enjoyable than that obtained solely from an objective description of the advertised brand
It must connect the experience of the ad so tightly with the experience of using the brand that the consumer can’t remember the brand without recalling the experience generated by the ad
Other Types of Appeals
Reminder Advertising–
the objective is to build and/or maintain awareness and keep the name of the company and/or brand in front of the customer.Often used by well known brands and market leaders that are well-established in the market.
Teaser advertising–goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it. Often used for new products/models and for movies.
Advertising Execution Techniques
CombinationsCreative execution: The way an advertising appeal is presented.
Straight-sell or factual message
Science / technical evidence
Demonstration
Comparison
Slice of life
Testimonial
Animation
Personality Symbol
Fantasy
Dramatization
Humor
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