Advertising
Learning REsources
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1. SETTING THE PROMOTIONAL MIX
a. AIDA model
i.Get Attention
ii.Stimulate Interest
iii.Drive Desire
iv.Solicit Action
b.Includes advertising, sales promotion, public relations, personal selling, & direct marketing
c.Changing communications environment
i.Shift away from mass marketing
ii.Technology assistance for increased segmented marketing
iii.Market fragmentation leads to media fragmentation
iv.Less broadcasting, more narrowcasting
d.Integrated marketing communications (IMC)
i.Send consistent message through all media/communication methods
ii.Manage the customer relationship over time
1.pre-selling
2.selling
3.consuming
4.post-consumption
iii.start with audit of information sources for customers
e.Setting the communications mix
i.Know the nature of each tool
ii.Strategies
1.push strategy
a.personal selling
b.trade promotion
c.used often by B2B marketers
2.pull strategy
a.advertising
b.consumer promotion
c.used often by B2C marketers
3.considerations when choosing strategy
a.type of product/market
b.product life-cycle stage
1. ADVERTISING
a.Characteristics
i.Includes print, broadcast, outdoor forms
ii.Used by commercial business, government and non-profits
iii.Has a long history
1.Romans
iv.Can reach masses of geographically dispersed buyers at low cost per exposure
v.Allows for repeat exposure
vi.Large-scale ads speak to sellers size, popularity and success
vii.Dramatization possible through visuals, print, sound & color
viii.Impersonal
ix.Less directly persuasive as salespeople
x.One-way communication
xi.Can be costly
b.Advertising decisions
i.Objectives
1.based on past decisions about target market, positioning, & marketing mix
2.consists of task to accomplish with a specific target audience during a specific period of time
3.purpose
a.informative
i.use when introducing a new product
b.persuade
i.used when competition increases
ii.may be comparative advertising
c.remind
i.use for mature products
ii.Setting a budget
1.affordable method
a.ignores the effects of promotion on sales
b.places advertising last among spending priorities
c.leads to uncertain promotion budget
d.often results in underspending on advertising budget
2.Percentage-of-Sales method
a.Simple to use
b.Helps management think about promotion spending, selling price and profit per unit relationships
c.May prevent required increased spending to turn around failing brand
d.Long-range planning is difficult
e.No specificity as to WHAT percentage to use
3.Competitive-parity method
a.False justifications
i.Recognizes collective wisdom of industry
ii.Prevents promotion wars
4.Objective & task method
a.Forces prediction about cost & benefit received from advertising
iii.Developing a strategy
1.creating advertising messages
a.media clutter requires careful development of message
b.creativity, planning, and entertainment required in messages
c.controversy sometimes used
d.identify customer benefits to communicate
e.identify a creative concept or “big idea”
i.visual
ii.phrase
iii.combination
f.decide on an appeal
i.meaningful
ii.believable
iii.distinctive
g.execution styles
i.slice of life
ii.lifestyle
iii.fantasy
iv.mood or image
v.musical
vi.personality symbol
vii.technical expertise
viii.scientific evidence
ix.testimonial evidence or endorsement
h.tone
i.positive
ii.edgy humor
i.words
i.attention getting
ii.memorable
j.format
i.illustration
ii.headline
iii.copy
iv.cohesion among format elements
2.selecting advertising media
a.deciding on reach frequency & impact
b.choosing among major media types (advantages/limitations)
i.types
1.newspapers
2.television
3.direct mail
4.radio
5.magazines
6.outdoor
7.online
ii.considerations
1.media habits of target customers
2.nature of the product
3.types of messages
4.cost
iii.reexamine options as necessary
c.selecting specific media vehicles
i.cost per thousand persons reached
ii.cost of producing ads for different media
d.timing
i.seasonally
ii.patterns
1.continuity
2.pulsing
3.evaluating advertising
a.copy testing
b.sales effects
4.other advertising considerations
a.organizing advertising functions
i.in-house departments
ii.advertising agencies
b.international advertising
i.adaptations to unique cultures or standardization
ii.differences in costs, availability, & regulations
a. AIDA model
i.Get Attention
ii.Stimulate Interest
iii.Drive Desire
iv.Solicit Action
b.Includes advertising, sales promotion, public relations, personal selling, & direct marketing
c.Changing communications environment
i.Shift away from mass marketing
ii.Technology assistance for increased segmented marketing
iii.Market fragmentation leads to media fragmentation
iv.Less broadcasting, more narrowcasting
d.Integrated marketing communications (IMC)
i.Send consistent message through all media/communication methods
ii.Manage the customer relationship over time
1.pre-selling
2.selling
3.consuming
4.post-consumption
iii.start with audit of information sources for customers
e.Setting the communications mix
i.Know the nature of each tool
ii.Strategies
1.push strategy
a.personal selling
b.trade promotion
c.used often by B2B marketers
2.pull strategy
a.advertising
b.consumer promotion
c.used often by B2C marketers
3.considerations when choosing strategy
a.type of product/market
b.product life-cycle stage
1. ADVERTISING
a.Characteristics
i.Includes print, broadcast, outdoor forms
ii.Used by commercial business, government and non-profits
iii.Has a long history
1.Romans
iv.Can reach masses of geographically dispersed buyers at low cost per exposure
v.Allows for repeat exposure
vi.Large-scale ads speak to sellers size, popularity and success
vii.Dramatization possible through visuals, print, sound & color
viii.Impersonal
ix.Less directly persuasive as salespeople
x.One-way communication
xi.Can be costly
b.Advertising decisions
i.Objectives
1.based on past decisions about target market, positioning, & marketing mix
2.consists of task to accomplish with a specific target audience during a specific period of time
3.purpose
a.informative
i.use when introducing a new product
b.persuade
i.used when competition increases
ii.may be comparative advertising
c.remind
i.use for mature products
ii.Setting a budget
1.affordable method
a.ignores the effects of promotion on sales
b.places advertising last among spending priorities
c.leads to uncertain promotion budget
d.often results in underspending on advertising budget
2.Percentage-of-Sales method
a.Simple to use
b.Helps management think about promotion spending, selling price and profit per unit relationships
c.May prevent required increased spending to turn around failing brand
d.Long-range planning is difficult
e.No specificity as to WHAT percentage to use
3.Competitive-parity method
a.False justifications
i.Recognizes collective wisdom of industry
ii.Prevents promotion wars
4.Objective & task method
a.Forces prediction about cost & benefit received from advertising
iii.Developing a strategy
1.creating advertising messages
a.media clutter requires careful development of message
b.creativity, planning, and entertainment required in messages
c.controversy sometimes used
d.identify customer benefits to communicate
e.identify a creative concept or “big idea”
i.visual
ii.phrase
iii.combination
f.decide on an appeal
i.meaningful
ii.believable
iii.distinctive
g.execution styles
i.slice of life
ii.lifestyle
iii.fantasy
iv.mood or image
v.musical
vi.personality symbol
vii.technical expertise
viii.scientific evidence
ix.testimonial evidence or endorsement
h.tone
i.positive
ii.edgy humor
i.words
i.attention getting
ii.memorable
j.format
i.illustration
ii.headline
iii.copy
iv.cohesion among format elements
2.selecting advertising media
a.deciding on reach frequency & impact
b.choosing among major media types (advantages/limitations)
i.types
1.newspapers
2.television
3.direct mail
4.radio
5.magazines
6.outdoor
7.online
ii.considerations
1.media habits of target customers
2.nature of the product
3.types of messages
4.cost
iii.reexamine options as necessary
c.selecting specific media vehicles
i.cost per thousand persons reached
ii.cost of producing ads for different media
d.timing
i.seasonally
ii.patterns
1.continuity
2.pulsing
3.evaluating advertising
a.copy testing
b.sales effects
4.other advertising considerations
a.organizing advertising functions
i.in-house departments
ii.advertising agencies
b.international advertising
i.adaptations to unique cultures or standardization
ii.differences in costs, availability, & regulations