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Advertising: The image of marketing
- --Product/ brand placements: marketing communication activity in which companies have their products embedded in movies, TV shows, and other entertainment vehicles
- --Advertising: non-personal communication an identified sponsor pays for that uses mass media to persuade or inform audience
- --A potent force that creates desire for products, it transports us to imaginary worlds where the people are happy, beautiful, or rich
- --Allows organization to communicate its message in a favorable way and to repeat the message as often as it deems necessary to have an impact on
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Types of Advertising
Product Advertising
Message that focuses on a specific good or service
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Institutional Advertsing
- Promotes the activities, personality, or point of view of an organization or company
- Advocacy advertising: a type of public service advertising an organization provides that seeks to influence public opinion on an issue because it has some stake in the outcome
- Public service advertisements (PSAs): the media run free charge for not for profit organizations or to champion a particular cause
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Retail and Local Advertising
- Local businesses advertise to encourage customers to shop at a specific store or use a local service
- Informs about store hours, location, and products
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Do it Yourself Advertisng
Some marketers encourage consumers to contribute to their ads
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Develop the Advertising Campaign
- Step 1: Understand the Target Audience
- Step 2: Establish Message and Budget Objective
- Step 3: Create the Ads
- Step 4: Pretest What the Ads Will Say
- Step 5: Choose the Media Types and Media Schedule
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Step 1: Understand the Target Audience
- To understand as much as possible about them and what turns them on and off
- Most directed toward customers
- Identify the target audience for an advertising campaign from research related to a segmentation strategy
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Step 2: Establish Message and Budget Objective
- Consistent with the overall communication plan
- The underlying message and its cost need to relate to what the marketer is trying to say about the product
- Set Message Objectives
- Set Budget Objectives
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Set Message Objectives
- Advertising can inform, persuade, and remind
- Aim to make the customer knowledgeable about features of the product or how to use it
- Persuade consumers to like a brand or to prefer one brand over the competition
- But many ads simply aim to keep the name of the brand in front of the consumer
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Set Budget Objectives
- Allocate a percentage of its overall communication budget to advertising
- Firms today are reducing their expenditures on traditional media and spending more on alternative media
- The percentage of sales and objective task methods also set advertising budgets
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Step 3: Create the Ads
- Creative strategy: process that turns a concept into an advertisement
- Figure out how to say it
- A concept that expresses aspects of the good, service, or organization in a tangible, attention getting, memorable manner
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Advertising Appeal: the central idea of the ad
Unique Selling Proposition
- Reasons why – the USP: a unique selling proposition (USP) gives consumers a single, clear reason why one product is better to solve a problem
- Format focuses on a need and points out how the product can satisfy
- Effective if there is some clear product advantage that consumers can readily indentify
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Comparative Advertising
- comparative advertisement explicitly names one or more competitors
- Risk of turning off consumers who don’t like the negative tone
- Best for brands that have a smaller share of the market and for firms that can focus on a specific feature that makes them superior to a major brand
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Demonstration
ad shows a product “in action” to prove that it performs as claimed
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Testimonial
a celebrity, an expert, or a “man in the street” states the product’s effectiveness
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Slice of Life
- format present a dramatizes scene from everyday life
- For everyday products
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Fear Appeals
- highlights the negative consequences of not using a product
- Create concern for social harm or disapproval
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Humorous Appeal
- humorous can be an effective way to break through advertising clutter
- Different cultures also have different sense of humor
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Slogans, jingles, and music
link the brand to a simple linguistic device that is memorable
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Step 4: Pretest What the Ads Will Say
- Pretesting: a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
- Information comes from quantitative sources, such as surveys, and qualitative sources, such as focus groups
- Measure ads effectiveness
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Step 5: Choose the Media Types and Media Schedule
- Media planning: is a problem solving process of developing media objectives, strategies, and tactics for getting a message to a target audience in the most effective way.
- First task for a media planner is to find out when and where people in the target market are most likely to be exposed to the communication
- Aperture: the best place and time “window” to reach the target market group
- The choice depends on the specific target audience, the objective of the message, and of course, the budget
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Media Scheduling: When to Say it
Media Schedule
- that specifies the exact media to use for the campaign as well as when and how often the message should appear
- Outlines the planner’s best estimate of which media will be most effective in the attaining the advertising objectives and which specific media vehicles will do the most effective job
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Advertising Exposure
the degree to which the target market will see an advertising message in a specific medium
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Exposure
- number of people who will be exposed to a message placed in a one or more media vehicles
- To calculate the exposure a message will have if its placed on a certain media vehicle, planners consider two factors:
- Reach
- Frequency
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Reach
is the percentage of the target market that will be exposed to the media vehicle at least once
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Frequency
the average number of times that these members of the target market will be exposed to the message
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Gross rating points (GRPs):
a measure used for comparing the effectiveness of different media vehicles: average reach *frequency
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Cost per thousand (CPM):
a measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1000 people or homes
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How Often to Say It
- Continuos Schedule
- Pulsing Scheduling
- Flighting
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Continuous Schedule
- Maintains a steady stream of advertising throughout the year
- Most appropriate for products that we buy on a regular basis
- Issue: ware out
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Pulsing Scheduling
- varies the amount of advertising throughout the year based on the products is likely to be in demand
- Issue: retention
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Flighting
an extreme form of pulsing; advertising appears in short, intense burst alternating with periods of little to no activity
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Step 6: Evaluate the Advertising
- Posttesting: means conducting research on consumers's responses to advertising messages they have seen or heard
- Unaided recall
- Aided recall
- Attitudinal measures
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Unaided Recall
remembers seeing an ad during a specified period without giving the person the name of the brand
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Aided Recall
show a group of consumers a list of brands and ask them to choose which items they have seen advertised within the past week
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Attitudinal Measures
testing consumers beliefs or feelings about a product before and after they are exposed to messages about it
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Public Relations
- Is the communication function that seeks to build good relationships with an organization’s publics, these include consumers, stockholder in the organization
- Strategies are crucial to an organization’s ability to establish and maintain a favorable image
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Proactive PR
- activates stem from the company’s marketing objectives
- Publicity: unpaid communication about an organization that gets media exposure
- Firm’s publicists need to create a buzz
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Reactive PR
- To manage the flow of information to address concerns so that consumers don’t panic and distributors don’t abandon the product
- A single negative event can cause permanent damage to company, the success f its products, and its stockholder equity
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Crisis Management Plan
document that details what an organization will do if a crisis occurs
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Objectivesof Public Relations
- Introduce new products to manufactures
- Introduce new products to consumer
- Influence government legislation
- Enhance the image of organization
- Enhance the image of a city, region, or country
- Call attention to a firm’s involvement with the community
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