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Chapter 8:
ADVERTISING:
MESSAGES
and
MEDIA
8.1
The Nature and Scope of Advertising
ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE. SIMPL
BUT COMPREHENSIVE DEFINITION
INCLUDES A COMPANY OR ORGANIZATION THAT PAYS FOR
ADVERTISING REFERRED TO AS:

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Client
Sponsor
COMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE MET
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Communication Must be Paid For
Communication Must be Delivered to an Audience via Mass Media
Communication Must be Attempting Persuasion
8.2
The Nature and Scope of Advertising (con’t)
ADVERTISING, ADVERTISEMENTS, AND ADVERTISING CAMPAIGNS
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Advertising – Paid, Mass-Media Attempt to Persuade
Advertisement – Specific Message Placed to Persuade an Audience
Advertising Campaign – Series of Coordinated Advertisements that
Communicate a Reasonably Cohesive & Integrated Theme
 Theme May Be Made Up of Several Claims – Should be Essentially
One Theme
 Advertising Campaigns may be Developed Around a
Single Advertisement, or Several Advertisements
8.3
Advertising Campaigns Use a Series of Coordinated
Advertisements with a Similar Look, Feel, and Message
The Nature and Scope of Advertising (con’t)

Audiences for Advertising: Audience and Target
Audience
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Audience Categories
 Household Consumers
 Business Organizations
 Trade Channel
 Professionals
 Government
8.5
Some Advertising Targets Professionals
Like This Ad Aimed at Doctors
Audience Geography
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Globalized Advertising
International Advertising
National Advertising
Regional Advertising
Local Advertising
Co-op Advertising
8.7
Not All Advertising is International or Even NationalThis Ad Targets a Local Audience
Advertising Message Strategies
Message Strategy – Consists of the Objectives to Pursue and Methods
Used in an Advertisement or Advertising Campaign
PROMOTE BRAND RECALL
LINK A KEY ATTRIBUTE TO A BRAND NAME
INSTILL BRAND PREFERENCE
SCARE THE CONSUMER INTO ACTION
TRANSFORM CONSUMPTION EXPERIENCES
8.9
Advertising Message Strategies (con’t)
SITUATE THE BRAND SOCIALLY
DEFINE THE BRAND IMAGE/IMAGE ADS
PERSUADE THE CONSUMER; LARGEST CATEGORY OF AD
STRATEGY
 Reason-Why Ads
 Hard-Sell Ads
 Comparison Ads
 Information-Only Ads
 Testimonial Ads
 Demonstration Ads
 Advertorial Ads
INVOKE A DIRECT RESPONSE
8.10
What Message Strategy
is Being Used Here?
8.11
What Message Strategy
is Being Used Here?
8.12
Media-Planning Process
DEFINITIONS

Media Plan – Specifies Media in which
Advertising will be Placed

Media Class – Broad Category of Media such as
Television, Radio, or Newspapers

Media Vehicle – Particular Option for Placement
within a Media Class
8.13
Media-Planning Process (con’t)
MEDIA OBJECTIVES – SET SPECIFIC GOALS
FOR MEDIA PLACEMENT IN 3 AREAS:
 Reach – Media Chosen Must Reach the Target Audience
 Graphic Scope of Media
 Identify Media that Cover Same Geographic Area
 Competition is a Complicating Factor
 Geo-Targeting – Placed Advertisements in Geographic Regions
Where Higher Purchase Tendencies are Evident
 Message Weight
 Duplication of Exposure
 Unduplicated Audience Measurement
 Gross Impressions
 Between-Vehicle Duplication
 Within-Vehicle Duplication
8.14
Media-Planning Process (con’t)
MEDIA STRATEGIES
 Reach and Frequency
 Reach
 Frequency
 Gross Rating Points
 Effective Frequency
 Effective Reach
8.15
Reach is a Key
Message Strategy
8.16
Media-Planning Process (con’t)
 Continuity
 Continuous
Scheduling
 Flighting
 Pulsing
 Length
or Size of Advertisements
8.17
Media-Planning Process (con’t)
MEDIA CHOICES
 Media Mix
 Concentrated Mix – Focuses all Media Placement $$$ in
One Media
 Assorted Mix Media – Enjoys Multiple Media Alternatives
– Different Messages/Different Media
– Same Message/Placed in Different Media
 Audience Duplication
– Multi-Media Placement
– Assorted Media Mix
8.18
Media-Planning Process (con’t)
MEDIA CHOICES (con’t)
 Media Efficiency

Cost per Thousand (CPM)
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Cost per Rating Point (CPRP)
 Competitive Media Assessment
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Share of Voice
 Media Scheduling and Buying
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Heavy-up Scheduling
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Media Buying
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Agency of Record
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Media-Buying Service
8.19
Cost Per Thousand Efficiency
in Some Media is Sacrificed
For Effective Reach
8.20