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Transcript
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.