Download CHAPTER 16: Be Creative With Advertising

CHAPTER 16:
Be Creative With
Advertising
Mrs. Piotrowski
Principles of Marketing
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SECTION 1:
WHAT IS ADVERTISING?
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ADVERTISING
- any paid form of non-personal promotional
communication by an identified sponsor. It is paid
for by an organization and sent to an audience
through a mass medium. (The name of the sponsor
is clearly stated, and that sponsor controls the
message that is sent.)
- Used by for profit companies and churches,
educational institutions, political organizations and
government agencies.
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ADVERTISING FACTS:
1. In the US, total advertising are over $250
billion a year.
2. Companies rely heavily on advertising to
drive demand for their products and services.
3. Developing targeted, effective ads is a
lengthy and expensive process.
4. In addition to delivering a message,
advertising typically aims to sell a specific
product, build a brand or, most often, a
combination of the two.
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List 3 product advertisements
you have seen or heard
recently.
What medium was used for
each ad?
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Have you seen or
heard the same
product advertised
using a different
medium?
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TWO APPROACHES TO
ADVERTISING
1. Product Advertising gives the benefits of a
specific product or service. It gives at least one
product attribute as a reason for purchasing a
product. “Phillips energy-saving light bulbs save
money on your power bill.”
2. Brand Advertising aims to build an image.
• A brand is the accumulation of all the tangible
and intangible qualities of a company or product
line. These elements create brand character.
IE: Coca-Cola..taste, color, fun, young…
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TWO APPROACHES TO
ADVERTISING
1. Brand advertising uses common elements
to define what a product or company
stands for and to give it a personality in
the minds of consumers.
2. Advertising for a company is called
corporate advertising.
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TWO APPROACHES TO
ADVERTISING
1. Brand advertising examples: A buick
commercial on tv or a McDonald’s ad on a
billboard
2. Product advertising examples: A
Campbell’s soup commercial on tv or a max
factor cosmetic ad in a magazine.
**Almost all advertising is a mix of product
and brand advertising
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THE ADVERTISING AGENCY
An advertising agency is a company that specializes in creating
advertising.
There are many roles that people play at an
advertising agency:
• Account executive – the key liaison between the client and
the agency.
• Account planner – spends time on finding the target
market
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THE ADVERTISING AGENCY
•Media planner – the person who develops the media plan
which is a detailed listing of where and when ads will run.
•Art director – has talent in design and responsible for how
the ad will look.
•Copywriter – background in writing and writes the
copy/text/words for the ad
•Creative director – oversees the creative team..makes sure it
conveys the right message.
•Producer – facilitates everything that goes on once client is
on board and also responsible 10for staying on budget.
SECTION 2:
ADVERTISING PLANNING
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Think of an ad that you’ve seen that
seems to be out of place (wrong
medium, wrong time, etc.).
What medium and/or time
would have been more
appropriate? Why?
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THE PLANNING PROCESS
• An advertising plan is a document that
outlines the activities to be completed and
resources needed to create advertising.
• An advertising campaign is a series of
related advertisements with a similar look, feel,
and theme that centers on a specific product,
service, or brand.
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THE PLANNING PROCESS
1. Set Objectives – the desired results to be
accomplished within a certain period of time.
Elements
Sales Objective
Communication
Target Market
Plan for Seaside Resorts
Increase reserved summer rentals
by 10% by February 15
Make reservations by February 15
and save $100 off the weekly rate
Families living in California who
spend one week or more at the
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beach every
year
THE PLANNING PROCESS
2.
•
•
•
Determine the Budget – 4 methods….
What you can afford
Percentage of sales (Sales x ___%)
Competition matching (Frosty’s spends same as
Dairy Queen)
• Objective and task (most effective)
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THE PLANNING PROCESS
3. Develop the Creative Strategy – how the
company positions its brand or product in its
advertising
Strategic brief – members of the team write a
short document that defines the target market
and articulates the main message of the
advertising….guides the rest of the process.
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SELECTING THE MEDIA
Cost
 What is the total cost of the medium?
 What is the cost per viewer?
 Does the cost fit into the advertising budget?
 Is it the most effective use of advertising dollars?
Reach
 What is the overall circulation or viewership?
 Will it reach the target audience?
 Is there a strong pass-along rate?
(total number of
people who see
the ad)
Frequency
(# of times
target
audience
members are
exposed to ad)
 How often will the target audience see the advertising
message?
 How many viewings does it take for the message to
“stick”?
 After how many viewings does “wear-out” occur?
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SELECTING THE MEDIA
(amount of
time required
to place an
ad)
 How long before running the advertising does the
medium outlet require the ad materials?
 How flexible is this medium?
 Can the ad materials be ready by the medium’s
deadline?
Creative,
Brand, and
Corporate Fit
 Does the medium fit the message?
 Is the medium a good fit for the brand?
 Does the medium fit the company philosophy?
Lead Time
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ADVANTAGES & DISADVANTAGES
OF ADVERTISING MEDIA
Television
Radio
 Reaches large
audiences
 Low cost per viewer
 Has emotional impact
 Highly segmented
markets
 Highly mobile
 Relatively low cost
 Short lead time
 Highly segmented
markets
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 High total cost
 Long lead time
 Strong potential for
interference from
other sources
 Message limited to
audio
 Strong potential for
interference from
other sources
ADVANTAGES & DISADVANTAGES
OF ADVERTISING MEDIA
Outdoor
 Low cost
 High visibility
 Short lead time
 Increasingly regulated
 Message length is
limited
 Strong potential for
interference from
other sources
Direct Mail
 Highly segmented
 Easy to measure
effectiveness
 Stimulates action
 Hidden from
competition
 Often considered junk
mail
 Expensive
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ADVANTAGES & DISADVANTAGES
OF ADVERTISING MEDIA
Magazines
Newspapers
 Long life span
 Can carry response
vehicles (coupons,
 response cards)
 High pass-along rate
 Highly segmented
 Short lead time
 Large circulation
 Can carry response
vehicles (coupons)
 Inexpensive
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 High cost
 Long lead time
 Lower print quality
 Short life
 Limited segmentation
 High clutter
(competing ads)
ADVANTAGES & DISADVANTAGES
OF ADVERTISING MEDIA
Internet
 Highly targeted
 Instantly measurable
 Built-in response
vehicles
 Interactive
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 Limited audience
 High clutter
(competing ads)
 Security and privacy
concerns
SECTION 3:
ADVERTISING EXECUTION &
EVALUATION
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List the things you like and
dislike about the following ads:
CREATIVE DEVELOPMENT
Common creative formats used:
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Musical (jingle, famous musicians)
•
https://www.youtube.com/watch?v=OegkqxwbPEM
•
https://www.youtube.com/watch?v=ib-Qiyklq-Q
•
Dramatization (make it feel real)
•
https://www.youtube.com/watch?v=pNFOQgVQ4KU&list=PL2EB2BD99357
2B91A
https://www.youtube.com/watch?v=Utfpi5AATK8&list=PL3337D55AA96AED47&
index=10
•
•
Testimonial (celebrities, everyday people)
•
https://www.youtube.com/watch?v=DqTuTApkldM&list=PL2Rf1R6EcGZRoExIlBVuCf0VatUkPXkp
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Comedy
•
https://www.youtube.com/watch?v=QkGdTTw99aE
•
•
•
•
Image advertising – evokes a mood or image of a brand
https://www.youtube.com/watch?v=zpUXbj-J7V4
Product demonstration
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https://www.youtube.com/user/RotoRooterTV?v=24v2tX_0CX8
Top 10 Business Logos
• https://www.youtube.com/watch?v=dQV1b57F8D0
Top 10 Hidden Meanings In Famous Logos
•
https://www.youtube.com/watch?v=nL1hqRqYeKs
Famous Logos With Hidden Meanings
•
https://www.youtube.com/watch?v=XkBNbcMR_Uo
• 10 Hidden Messages In Famous Logos
•
https://www.youtube.com/watch?v=Gx2t7OfhaG0
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10 Companies That Will Disappear In 2015
• https://www.youtube.com/watch?v=KYyY-CCEEr8
Coolest Marketing Campaigns and Ideas Ever
• http://youtu.be/VErg8ZgdOB8
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PRODUCTION
Creating and producing
the advertising begins
with the strategic brief,
a short document that defines
the target market &
articulates the main message
of the advertising.
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GAUGING EFFECTIVENESS
Advertisers must evaluate campaigns to measure
their effectiveness:
• Quantitative Research involves collecting
data that can be classified into meaningful
numeric values.
• Qualitative Research interprets the why and
how of people’s opinions.
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REGULATING ADVERTISING
Government agencies such as the Federal Trade
Commission (FTC) and Federal Communications
Commission (FCC) oversee all commerce and
commercial communication in the United States.
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CORRECTIVE ACTIONS
When advertisers fail to meet their claims, there are a
number of corrective measures that can be imposed
by the FTC:
• Cease-and-desist Order – a legal order to
discontinue the deceptive advertising.
• Corrective Ads – ads run to correct any false
impressions left by the deceptive ads
• Fines – monetary penalties imposed on the
offending company
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METHODS OF ADVERTISING
Pulsing – advertisers increase their advertising
efforts during a specific period….ie: toy
companies at Christmas time
Continuity – the ad will be regularly scheduled
throughout the year… ie: car companies, beer
companies, clothing store
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