Download Unit 13 - FarrarMarketing

The
Advertising
Plan
C38
Objectives
 List
advantages and disadvantages
of newspapers, magazines, direct
mail, television, and radio.
 Explain the four factors to be
considered when choosing media.
 Describe how effectiveness of
advertising is determined.
 Name two benefits of advertising.
 Explain why laws have been passed
to regulate advertising.
Marketing Terms
 advertising
agency
 advertising plan
 Better Business Bureau (BBB)
advertising terms
Handout
©2007 JupiterImages Corporation
 An
advertising agency develops ads and
commercials for other businesses
The Advertising Plan
 Advertising
a
plan
plan that specifies how the money budgeted
for advertising will be used
 developed by
 advertising department of the company or
 advertising agency
 indicates the appropriate media to use
 indicates where ads should be placed to reach
the target market
 Corporations,
nonprofits,
and
governments
spend billions
of dollars on
advertising
Selection of Media
 The
key to a successful
advertising plan
 choose
the most
appropriate media based
on the
 product, target market,
and budget
 advantages and
disadvantages of each
medium
Photo by Amy J. Berk
Slogans Worksheet
Snap crackle and get to work
The slogan Work-Sheet.
Factors to Consider
1.
2.
3.
4.
target market and the media
habits of its members
type of product to be
promoted
nature of the message
cost
Target Market
 Which
media does
your target market
listen to or view?
 many
businesses hire
marketing research
companies that
specialize in answering
this question
©2007 JupiterImages Corporation
Type of Product
 Different
media are better for
different types of products
 Television is popular for consumer
products because
 the
audience is large and diverse
 it can show how a product is used
 it can use actors to portray emotions
Describe a TV commercial. Do you think it
persuaded watchers to buy the product?
Type of Product
 Magazines
are usually
used for advertising
fashions
 because
the quality of
reproduction is high
 so ads appear
attractive
©2007 JupiterImages Corporation
Type of Product
 B2B
products are
generally
advertised in trade
publications, at
trade shows, and
online
National Restaurant Association
The Message
 Different
media work better for
messages of different length and
complexity
 simple
messages
 work best on TV and radio
 more complex messages
 are better delivered in print ads, such
as direct mail or specialty magazines
or
on the Internet
Cost of Media
 The
cost of media varies widely
 network
TV is most expensive
 not necessarily the best for all
products
 local cable TV is less expensive
 radio is inexpensive and has wide reach
 Internet is relatively inexpensive, but has
limited reach
 local newspapers are relatively
inexpensive and have wide reach
The COST of
Advertising Worksheet
Effectiveness of Advertising
 It
is difficult to
determine the
effectiveness of
advertising
 when
a customer
enters a store and buys
a product, it is nearly
impossible to trace the
influences
©2007 JupiterImages Corporation
Effectiveness of Advertising
 Marketing
researchers have developed
ways to determine whether an ad
achieves its goals
 before
the ad appears to the general public
 focus groups are used to test the ad’s overall
effectiveness
 after the ad appears
 testing measures the increase in awareness of
the brand and its image
Effectiveness of Advertising
 Effectiveness
of direct
mail campaigns is often
easier to measure by
 counting
the number of
 response cards sent back
 phone inquiries received
 Web site hits
©2007 JupiterImages Corporation
Advantages and Disadvantages
Major
types of media
 direct
mail
 outdoor and transit
 directories
 radio
 online
 specialty
 magazines
 television
 newspapers
WORK-SHEET / Assignment
For each medium, list its advantages and
disadvantages in terms of showing the
product, reaching customers, and cost.
Advertising and Society
 Benefits
 inform
of advertising
customers of choices
 speed acceptance of new products, which
encourages product development
 increase demand, which increases need for
production, which increases hiring
 stimulate competition, which leads to newer,
cheaper, better products
 pay for broadcast media, the arts, and public
service announcements
©2007 JupiterImages Corporation
What benefits have you experienced
from advertising?
Advertising and Society
 Responsibilities
of advertisers
 tell
the truth about a product, its price, its
materials, its source, and the actual advantages it
can offer
 avoid being deceptive in advertising and pricing
 Some
advertisers have not been truthful
 Laws have been passed to
 protect
consumers from improper and deceptive
advertising practices
Laws and Regulations
 Laws
established federal agencies
that monitor advertisers’ actions
and enforce regulations
 Federal
Trade Commission (FTC)
 Food and Drug Administration (FDA)
 Federal Communications Commission
(FCC)
 Patent and Trademark Office
 Library of Congress
Self-Regulation
The
advertising industry
 prefers
to regulate itself
 established organizations that
help it self-monitor and selfregulate
Better Business Bureau (BBB)
National Advertising Review
Council
American Advertising
Do you have any complaints about the
Association
advertising or selling practices of a store?
Self-Regulation
Better
Business
Bureau (BBB)
 local
BBBs handle
complaints about
the advertising
and selling
practices of local
businesses
©2007 JupiterImages Corporation
Ethics
 Even
with federal laws, advertisers have a
great deal of freedom
 ethics
begin where the law ends
 ethical advertising follows the rules of truth and
accuracy regardless of the situation
 industry organizations promote ethical
advertising
 Sometimes
a company believes it is acting
ethically, then learns the public disagrees
Social Responsibility
 Advertisers
often donate their expertise to
promote charitable causes and events
 examples:
American Cancer Society’s “Walk
for a Cure” and the Muscular Dystrophy
Association’s “Jerry Lewis Telethon”
 Some
professional organizations within the
advertising industry
 help
advertisers donate time and money for
civic events and community projects
Legal Guidelines
Handout
Find an Advertising Agency
Handout
Assignment
The end
Review
 What
is an advertising plan?
 List the four factors to consider when choosing an
advertising medium.
 How does the type of message affect the choice
of media?
 What are some of the benefits of advertising?
 Why do laws exist to regulate advertisers?
Back
Glossary
 advertising
agency. Business that
develops an ad or commercial, and then
places it in the appropriate media.
 advertising plan. Plan that specifies how
the money budgeted for advertising will
be used.
Back
Glossary
 Better
Business Bureau (BBB). Organization
that promotes fair advertising and selling
practices across all industries.