Download Document

UNIT 3
Advertising Appeals
 Bandwagon: This advertising appeal aims to persuade
people to do a certain thing because many are doing it. It
is a human tendency to do as the masses do.
 Bandwagon technique of advertising captures this to
induce people to use a certain product or service. 8 out of
every 10 women prefer using the xyz shampoo! or More
than 80% of the dentists of our country are using the xyz
toothpaste. Which toothpaste do you use? or The world
agrees with abc... Do you?
 Card Stacking: This advertising appeal involves
doing a comparative study of two competing
products. The facts in favor of the product are
selected. They are put forth in comparison with those
of a competing product to make the product being
advertised appear better. In this strategy, only the
positive points of a product are highlighted while the
negative ones are excluded.
 Black and White Fallacy: In this advertising appeal, only
two choices are presented before the audience, thus
compelling them to buy the product being advertised. It's
like saying, "you are either with us or with them", or "you
are with us or against us".
 In this method of advertising, two opposite choices are
given to the audience. They are compelled to choose one.
Saying something like "the elite class uses xyz product"
can be a clever way of making people use xyz. They are
made to believe that if they do not use the product, they
are not elite.
 Flag-waving: This advertising technique makes use
of the patriotic flavor to publicize a product. In case
of flag-waving, advertisers try to justify certain
actions on grounds of patriotism. Masses are
persuaded to choose a particular product because
doing so will be an expression of patriotism. In this
method, advertisers associate buying or using their
product with love for the country. They make people
believe that in using a certain product, they are
showing love for their country.
 Half Truth: In this advertising appeal, advertisers
use deceptive statements to publicize their product.
They often use double-meaning words or statements
to convey their message. What's partially true, or
true in certain cases, is presented. Thus, the message
conveyed through the advertisement is neither
completely true nor entirely false.
 Scientific Evidence: This technique attempts to
attract masses to use the advertised product, by
providing them with survey results. The advertisers
often use statistical evidences and market surveys to
publicize their product. Research or statistical data
supporting the advertisement, makes it appear more
authentic
 Plain Folks: This advertising techniques aims at
attracting the masses by using common people to
advertise a product. Bombastic words may not
always appeal to common folks. They can rather be
attracted by communicating with them in their
language. The use of homey words, as they are called,
and purposeful errors while speaking to give a
natural feel to the speech, are characteristic to this
advertising appeal.
UNIT 4
Types of Media
Media Characteristics
• Each medium is endowed with unique
capabilities and distinctive characteristics in
terms of technical, physical, and aspirational
values.
• Each medium has varying reach, accessibility,
and credibility.
• A medium does not ensure equal reach among
its routine target audience. As the interest levels,
availability of time, preoccupation of the target
audience at various time and environmental
factors affect media usage.
Types of Media
Relative strengths and weaknesses of various
media:
Print Media – Strengths
• Message received
atmosphere.
at
home
in
a
relaxed
• Newspapers have a better shelf life and can be
read at leisure and referred to when required.
• The urge to seek news puts the newspaper in a
better position to be trusted.
Types of Media
• Reading a newspaper becomes a matter of
habit, hence it ensures regular attention.
• Can cope with detailed coverage.
• Written words has more credibility.
• Messages carry urgency.
• High on national coverage.
Weaknesses:
• Suffers from the literacy barrier.
Types of Media
• Newspapers become stale in a day.
• Lacks drama and emotion.
• Demonstration of product features not
effective.
• Overtaken by television in speed.
• Lacks empathetic readership.
• Bad news is often considered ‘good’
news.
Types of Media
• Average time devoted to newspaper
reading is very low, hence advertisements
do not stand much chance of being
noticed.
Local/regional newspapers – Strengths
• Strong reader loyalty.
• Local coverage.
• Regional flexibility.
Types of Media
Weaknesses:
• Small circulation.
• Potential to be biased.
• Generally poor readership data.
Magazine – Strengths
• Selective readership
• High shelf value
© Copyright 2010 ASHOK INLEAD SCHOOL OF HOSPITALITY
Types of Media
• Create a bond and empathy with the readers.
• High on style, design, and color.
Weaknesses
• High production cost
• Long copy and cancellation dates
• Expensive advertising medium
• High printing costs
Types of Media
Television – Strengths
• Reaches a wide audience
• Sight, sound,
possibilities.
and
color
give
dramatic
• Larger than life image
• Achieves viewers’ empathy
• High on credibility
• Wide choice of channels without incurring extra
cost.
• A family medium
Types of Media
Weaknesses
• Expensive with regard to time and production.
• Bad quality, transmission problems, and poor
anchors may put the viewers off.
• Too much viewing bad for the eyes.
• Tends to make people ‘home birds’ and asocial.
• Too much viewing can have an adverse effect on
impressionable minds.
• Too much sex and violence can have adverse
impact on society.
Types of Media
Radio – strengths
• Wide coverage
• High OTS among listeners
• Advertising inexpensive compared to TV and
press.
• Long broadcasting hours
• High impact and immediacy
• If used as transistor, a mobile medium
Types of Media
Weaknesses
• Suffers from apathetic listeners
• Audience use it as ‘audio wallpaper’
• TV preferred over radio, if there is choice
• Not a very interactive medium
• Not very innovative
Types of Media
Cinema – strengths
• Impact of big screen with sound, movement, and
colour
• Attracts young crowds
• Theatre viewing a socializing event
• Selective local advertising coverage possible
which can gain immediate impact.
Types of Media
Weaknesses:
• TV has eroded the cinema audience base
• Slow build up of audience
• Attendance is low and infrequent
• Commercials shown either in the beginning or at
the interval, when high attendance is not
ensured.
Types of Media
Outdoor Media – strengths
• High coverage
• Large-sized billboards give larger than life image.
• Sites can be booked very flexibly
• Can create drama with color and size
• Twenty-four hour projection
• Good reminder medium
• A community medium
© Copyright 2010 ASHOK INLEAD SCHOOL OF HOSPITALITY
Types of Media
Weaknesses
• High printing cost of posters, unless used on a
large scale.
• Poor audience research
• Environmentalists have launched a crusade
against them as they spoil the landscape.
• High velocity winds often damage the boards
and lead to accidents.
• Short-circuiting possible in monsoon
• Only small message possible
• They distract drivers.
© Copyright 2010 ASHOK INLEAD SCHOOL OF HOSPITALITY
Types of Media
Mobile phones and SMS – strengths
• A communication revolution
• Reach not dependent on location
• Reach the right target audience
• Permission marketing possible
• Emotional connotation
• An all pervasive medium
Types of Media
Weaknesses
• Nuisance value
• Intrusion in privacy
• A possible health hazard
• Literacy barrier
Media Planning and Management
Advantages of Newspaper Advertising
• Creative flexibility: Newspapers offer great
variety and options in terms of size ranging from
classified ads to two page spreads.
• Active medium: A sense of immediacy is
attached with newspapers.
• More information: Newspapers provide much
more detailed and in depth information than any
other media.
© Copyright 2010 ASHOK INLEAD SCHOOL OF HOSPITALITY
Media Planning and Management
Advantages of Magazine Advertising
• Most magazines reach specific segments of
readers like sports, film, business etc.
• Long shelf life
• Credibility
• Specialized network
• Color and gloss
Media Planning and Management
Disadvantages of Magazine Advertising
• High cost
• Long closing dates: Magazines production
takes a lot of time.
• Advertising clutter: Most magazines publish
large number of ads they compete for attention.
So, there is a danger of some ads not being
read.
Media Planning and Management
. Advantages of Radio Advertisement
• Personal medium: It is a medium of imagination
or a theatre of mind.
• Selective nature: It reaches narrow audience
demographically.
• Low cost
• It uses much humor, personalities and emotions
Media Planning and Management
Disadvantages of Radio Advertisement
• Media planners are often confused as to which
stations and programs to choose.
• Despite the sound effects, jingles, strong copy,
radio ads can not compete with other visual
media where products can be shown in full glory.
• Inattentiveness on the part of listeners.
• Noting down phone no. and addresses not easy.
Media Planning and Management
Advantages of TV Advertisement
Advertisers spend huge amounts of money on TV
advertising because of the following advantages:
• Impact: TV ads have strong impact on the
viewers because of combination of sight, sound,
motion, color, drama etc.
• Influence: The high level of involvement and
high impact make television very influential as a
medium of advertising.
Media Planning and Management
• Cost efficiency: Mass media coverage makes
television cost effective.
• High coverage cost effectiveness and maximum
creative possibilities have established television
as the most important and effective medium.
Media Planning and Management
Disadvantages of TV Advertisements
• Cost: Production costs and TV time rates are
very high. A TV ad featuring big time celebrities
sometimes costs crores of rupees.
• Clutter: Because of clutter it becomes difficult for
viewers to remember ads and their selling
messages.
• Nonselective audiences: Communication is
directed at an unresponsive and uninterested
audience.
Media Planning and Management
Advantages of Outdoor Media
• Mobile population is exposed to outdoor ads.
• Outdoor ads reinforce the other media which
deliver advertising messages to people at home.
• Frequency of exposure
• Have superior quality visuals
Media Planning and Management
• Outdoor ads offer long term presence
• Dominant visual impact of outdoor ads helps in
better reception and retention of messages.
• Can be given ‘campaign’ look by having series of
ads.
Disadvantages:
• Can rarely accommodate complete sales
messages. Outdoor ads usually contain one
visual and copy of seven to ten words.
• Little audience selectivity
• Space problem to put the ads
Need of a media strategy
 Media strategy is a roadmap that helps in establishing the
parameters and ground rules on which we judge our plans
 Media strategy is crucial in all the stages of PLC
Introduction stage
 Growth stage
 Maturity stage
 Decline stage

The building block of Media strategy
 Who?
TG definition
 Where?
Market prioritization
 What?
Media weight
 When?
Scheduling
 Why?
Media mix
Target audience
 Market segmentation
 Geographic
segmentation
 Demographic segmentation
 Psychographic segmentation
 Behavioral segmentation
 Targeting the market
 Positioning an image
Media Planning and Management
Target Audience Objectives
• The audience consists of people in a specific
age, income, educational and occupation
• The metros, mini metros, towns, and villages
help a media planner to segment the target
audience as the life style of people in these
segments is almost similar, irrespective of being
geographically apart.
Media Planning and Management
Establishing Media Objectives
Media objectives are formulated to help
accomplish the advertising communications task
and marketing objectives.
They are translated into specific goals for the
media program and are limited to those that can
be achieved through media strategies.
Media objectives can be stated as:
Media Planning and Management
• Use print media to provide coverage of 80% of
the target market over a six month period,
starting from July.
• Reach 60% of the target audience at least three
times (frequency) over the same six month
period.
• Concentrate on heaviest advertising between
October – December, with lighter emphasis in
earlier months.
Media Planning and Management
• The media planner’s objective is to reach as
many members of the target audience as
possible and at the same time minimize the
extent of any waste coverage.
Media
Mix:
Combination of advertising
channels employed in meeting the promotional
objectives of a marketing plan or campaign.
It is a combination of media to be used in an
advertising campaign.
Media Planning and Management
Media Plan
• A media plan is the essential ingredient of a
campaign proposal when it is presented to a
client.
• For example, if the marketing objective for brand
A is to expand in six cities in the period of one
year, the media objective will be use those media
which are located in those cities, keeping in view
the potential buyers who access those media.
• The media plan generally incorporates
scheduling
as
well
as
the
vehicles
recommended.
Media Planning and Management
Media Planning
• It is very important part of advertising as
maximum amount of money is spent on media.
• Media planning requires thorough knowledge of
the characteristics of various media.
• It also involves the total analysis of the target
audience and the media options and matching
the both.
• There are no standard formats for preparing the
media plan.
The following elements need to be considered:
Media Planning and Management
Media planning involves the following decisions:
• Where to advertise or to send message?
• Which media to be used?
• Which time of the year to advertise (timing &
scheduling)?
• How often to run the ads (frequency)?
• What opportunity are there for integrating other
communication?
Media Planning and Management
Media Planning is a behind the scene part of
advertising. It plays an integral role in merging
the science of marketing with the art of
advertising.
A media planner has to find out about the
availability of various media, the media rates,
their reaches and also analyzing the
effectiveness of the various media. Then the
media planner has to choose such media which
would reach the target audience effectively –
both impact and cost wise.
Media Planning and Management
Media Strategy
• A media strategy is always an integral part of any
media plan.
• It details the logic and consistency of the overall
media schedule recommended.
• The media planner needs to have good
understanding of various elements of the
marketing mix to determine how it might affect
the selection of media.
• In some cases, sales promotion may be an
important
marketing
strategy,
but
the
dissemination of information about a promotional
scheme is often through mass media.
Media Planning and Management
• For
example,
LG
Electronics,
in
its
advertisements
in
various
mainstream
newspapers in Delhi, has come up with an
exchange offer for an old television set (any
brand) with the new LG television, indicating the
price differential. When pricing tactics are a part
of the marketing strategy, a media effort is
required to keep the potential consumer
informed. Promotion also includes newspaper
inserts, coupons, events etc.
• A media planner has to keep in view public
relations activities while strategizing the plan.
• He may not be asked to provide PR strategy for
the brand, but he must have full knowledge of
the PR & publicity strategy surrounding a brand.
Media Planning and Management
Media Scheduling
• When to run the campaign and for how long to
run it? This is called media scheduling or
finalizing the day, time and other specifications
about the placement of the ads.
• Media Schedule is the calendar of advertising
plan.
• Scheduling is concerned with timing the insertion
of advertisements in the selected media.
• One important aspect of scheduling is the
frequency.
• Frequency is directly related to the impact of the
ad message. More is the frequency more is the
product recognition, more the recall of messages
and more the success of ad in term of sales.
Media Planning and Management
There are three approaches to scheduling:
1. Continuity: It refers to the length of time an
advertising schedule continues such as every
day, every week, or every month. If the
planners believed that product recall responded
easily to the exposure of ad messages and
also decayed easily if there was no advertising,
then recall ad messages are needed
continuously. This strategy is suitable for those
product categories that are regularly consumed
on an ongoing basis, such as washing
powders, soaps, toothpaste and soft drink etc.
The disadvantages include higher costs and
possibility of overexposure etc.
Media Planning and Management
2. Flighting or Seasonal: It refers to a less
regular schedule of advertising messages and is
quite popular. There are intermittent periods of
advertising and no advertising. In case of certain
consumer products, both durable and nondurable, flighting pattern is often used. Examples
are desert coolers, refrigerators, wooden jackets
and sweaters and other products.
Flighting offers the advantages of cost efficiency
as advertising covers only purchase cycles. It
has the disadvantages of possible wear out,
decreased awareness, interest and retention of
ad messages during non-scheduled periods.
Media Planning and Management
3. Pulsing: Pulsing is the combination of continuity
and flighting. The continuity is maintained as a
base throughout, but during certain periods the
level of advertising is stepped up.
Pulsing offers the combined advantages of both
continuity and flighting. This method is not
suitable for seasonal products or for small
budget companies.
Decision about scheduling strategy are based on
the advertising objectives, buying cycles,
competitive
spending,
advertising
decay,
available budget etc.
Steps In buying Process
 1. The buying brief
 Once the plan has been designed, it is the time for
the planner for preparing the brief
 While the buying brief is a formalized document
which ensures knowledge of all critical elements of
media strategy, it actually helps in summarizing the
entire plan
Steps In buying Process
 Elements of a buying brief
 The advertising strategy
 Target audience
 Market coverage
 Media mix
 Media budget
 Campaign period
Steps In buying Process
 2) Environmental analysis
 Before we actually start the process of buying the
media, it is mandatory to understand the overall
environment in which the brand is operating
 This analysis is qualitative as well as quantitative in
nature
Steps In buying Process
 Factors to be studied
 Changes in TG media consumption habits
 Impact of changing lifestyle on media usage patterns
 The role of non traditional media
 Growth in media expenditures
 Competitors strategy
 Competitors budget
Steps In buying Process
 3) The science of buying
 While media planning is considered as the thinking
process which deals with the numbers and figures,
buying is assumed to be the softer side of the media
 However, this view is not absolutely correct. With the
dynamics of the media, it is becoming very complicated
for the media buyers to buy media
Steps In buying Process
 The science of buying includes




Tracking the media performance
Benchmarking the past deals
Channel consideration set
Competitors buying strategy
Steps In buying Process
 4) The art of buying
a)
Negotiating a win-win deal – It is very essential to negotiate a good deal that can
assist the organization in being cost effective
b)
The power of relationships – The importance of building good relationships with
the media partners is very essential. Not only it can rescue in crisis situation but it
can also go beyond in delivering value beyond what was promised
c)
Negotiating strategies – There are several strategies that are employed by the
buyer during the buying process (continued in next slide)
d)
Matching the buying strategy to the vehicle – The media choices facing the
bbuyer are numerous so the buyer needs to match the vehicle with the overall
strategy
Steps In buying Process
 Negotiating strategies
 Using Clout
 ‘The other guy blinked’ approach
 Carrot and stick approach
 Downplay budget approach
 Campaign based approach
 ‘Bend it like a willow’ approach
 ‘Think local’ approach
Steps In buying Process
 5) Benchmarking Rates



Comparison to last year rates
Comparison within the genre
Comparison with other media’s
The planners also need to sit and prepare a ‘Babushka plan’