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Marketing: Real People, Real Decisions Advertising Chapter 17 Lecture Slides Solomon, Stuart, Carson, & Smith Your name here Course title/number Date Marketing: Real People, Real Decisions Chapter Learning Objectives When you have completed your study of this chapter, you should be able to: • Tell what advertising is and describe the major types of advertising. • Describe the major players in the advertising process. • Tell how advertisers develop an advertising campaign. • Discuss the challenges facing advertising. • Explain how advertisers evaluate the effectiveness of the campaign. • Describe the major advertising media and the important considerations in media planning. ©Copyright 2003 Pearson Education Canada Inc. 17-2 Marketing: Real People, Real Decisions Introduction to the Topic • This is the second of three chapters on promotion, the previous chapter dealing with the strategy side of an integrated marketing communications program, while this chapter focuses solely on advertising. • To refresh our memory, advertising is one component of an IMC, which is part of promotion in the marketing mix. • The purpose of promotion is to communicate what the organization has to offer to its intended target market(s) and other interested stakeholders. • Advertising just happens to be the most fun part of the program. ©Copyright 2003 Pearson Education Canada Inc. 17-3 Marketing: Real People, Real Decisions The Nature of Advertising • Advertising: non-personal communication paid for by and identified sponsor using mass media to persuade or inform. • Advertising can come in many different forms and for different purposes. • Product advertising: an advertising message that focuses on a specific good or service. The majority of advertising is done to promote specific products. • Institutional advertising: an advertising message that promotes the activities, personality, or point of view of an organization or company. • Such as this advertisement for Pfizer. ©Copyright 2003 Pearson Education Canada Inc. 17-4 Marketing: Real People, Real Decisions The Nature of Advertising (continued) • Advocacy advertising: a type of public service advertising provided by an organization that is seeking to influence public opinion on an issue because it has some stake in the outcome. • Lobby groups such as the NRA would do this type of advertising. • Public service advertisements: advertising run by the media without charge for not-for-profit organizations or to champion a particular cause. • Such as this one for a camp for children with AIDS. • Advertising agencies will often support these organizations by working on such advertising on a pro bono basis. ©Copyright 2003 Pearson Education Canada Inc. 17-5 Marketing: Real People, Real Decisions Who Does Advertising? • An advertising agency is a service firm that specializes in creating advertising for client companies. Agencies will vary in the amount and variety of services offered, such as: – Account management – Creative services – Marketing research – Media planning • The value created by an agency is in translating the communications objectives of the client into activities that accomplish those objectives. • Today’s full-service agencies prefer to call themselves communications services companies to reflect the variety of services offered. ©Copyright 2003 Pearson Education Canada Inc. 17-6 Marketing: Real People, Real Decisions Developing an Advertising Campaign • Advertising campaign: a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time. • Creative strategy: the process that turns a concept into an advertisement. • Advertising appeal: the central idea or theme of an advertising message. • This is the most difficult part of creating advertising, which is coming up with ideas as to how to express a message. • For example, what the heck is this? ©Copyright 2003 Pearson Education Canada Inc. 17-7 Marketing: Real People, Real Decisions Types of Advertising Appeals • Unique selling proposition (USP): an advertising appeal that focuses on one clear reason why a particular product is superior to any others. • • • • • Comparative advertising between competing products. Demonstration showing the product being used. Testimonial using a credible source to tell of its benefits. Slice-of-life showing how the products fits everyday life. Lifestyle showing the expressive or symbolic qualities of the product. • Fear appeals to scare the viewer into changing their attitude. • Sex appeals to attract attention and promote a product. • Humorous appeals to break through the clutter and get noticed. ©Copyright 2003 Pearson Education Canada Inc. 17-8 Marketing: Real People, Real Decisions Developing an Advertising Campaign • Pretesting: a research method that seeks to minimize mistakes by getting consumer reactions to advertising messages before they appear in the media. • Copy testing: a marketing research method that seeks to measure the effectiveness of advertisements by determining whether consumers are receiving, comprehending, and responding to the advertisement accordingly. • Copy testing can be used for: – concept testing – test commercials – finished testing ©Copyright 2003 Pearson Education Canada Inc. 17-9 Marketing: Real People, Real Decisions Choosing a Media • Media planning: the process of developing media objectives, strategies, and tactics for use in an advertising campaign. The goal is to reach the target audience in the most effective manner. • Aperture: the best place and time to reach a person in the target market group. This requires an in-depth knowledge of the segmentation strategy being used and the characteristics of the target market(s). • Computer media: communications media that transmit information through the Internet or via e-mail messages. • Out-of-home media: communications media that reach people in public places. ©Copyright 2003 Pearson Education Canada Inc. 17-10 Marketing: Real People, Real Decisions Pros and Cons of Selected Media ©Copyright 2003 Pearson Education Canada Inc. 17-11 Marketing: Real People, Real Decisions Media Scheduling • Media schedule: the plan that specifies the exact media to use and when. • Advertising exposure: the degree to which the target market will see an advertising message placed in a specific vehicle. • Impressions: the number of people who will be exposed to a message placed in one or more media vehicles. • Reach: the percentage of the target market that will be exposed to the media vehicle. Figure 17.1 ©Copyright 2003 Pearson Education Canada Inc. 17-12 Marketing: Real People, Real Decisions Media Scheduling (continued) • Frequency: the number of times a person in the target group will be exposed to the message. • Gross Rating Points (GRP’s): a measure used for comparing the effectiveness of different media vehicles: average reach times frequency. • 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 1,000 people or homes. ©Copyright 2003 Pearson Education Canada Inc. Figure 17.1 17-13 Marketing: Real People, Real Decisions Evaluating Advertising • Post-testing: research conducted on consumers’ responses to actual advertising messages they have seen or heard. • Unaided recall: a research technique conducted by telephone survey or personal interview that asks how much of an advertisement a person remembers during a specified period of time. • Aided recall: a research technique that uses clues to prompt answers from people about advertisements they might have seen. • Attitudinal measures: a research technique that probes a consumer’s beliefs or feelings about a product before and after being exposed to messages about it. ©Copyright 2003 Pearson Education Canada Inc. 17-14 Marketing: Real People, Real Decisions Challenges Facing Advertising • The advertising industry faces a number of challenges in today’s marketing environment: • Erosion of brand loyalty due to emphasis on price. • Effect of technology putting more power in the hands of the consumer. • Greater emphasis on point of purchase factors when making purchase decisions. • Competition from non-traditional sources using special effects and technology. • Cluttered advertising environment makes it difficult to get noticed. • Cynical consumers are turned off by advertising and are tuning out. ©Copyright 2003 Pearson Education Canada Inc. 17-15 Marketing: Real People, Real Decisions Famous Last Words… • Advertising is a big part of our daily lives, whether we choose to notice it or not. • Advertising has tremendous power to communicate to the masses, if we could just figure out who those masses are! ©Copyright 2003 Pearson Education Canada Inc. 17-16