Download advertISING

PART 1


Any form of nonpersonal presentation and
promotion of ideas, goods, or services by an
identified sponsor.
Advertising and promotion are integral parts
of our social and economic systems:


U.S. advertisers spend in excess of $175
billion each year.
Turkey 2008: 3.440 million TL
Turkey 2009: 2.971 million TL (reduces %14)

Advertising is used by:
Business firms,
 Nonprofit organizations,
 Professionals,
 Social Agencies.

PROMOTIONAL PROCESS STARTS WITH
A THOROUGH SITUATION ANALYSIS
THAT
IDENTIFIES
THE
MARKETING
AND PROMOTIONAL ISSUES FACING
THE COMPANY OR BRAND.
 Situation analysis is the base for
other decisions
Major Decisions in Advertising
Objectives Setting
Budget Decisions
Message Decisions
Media Decisions
Campaign Evaluation
Advertising Objectives
• Specific Communication Task
• Accomplished with a Specific Target Audience
• During a Specific Period of Time
Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to
Another
Reminder Advertising
Keeps Consumers Thinking
About a Product.
Persuasive
Advertising
► seeks to entice consumers into purchasing
specific goods or services, often by appealing to
their emotions and general sensibilities.
► is different from informative advertising, which
essentially provides the customer with hard data
about the nature and function of the product.
the assumption is that the consumer already
understands the basic nature of the product,
but needs to be convinced of the desirability and
the benefits that set a particular product apart from
the competition.
Reminder Advertising
Keeps Consumers Thinking
About a Product.
► Reminder advertising is an advertising
strategy aimed at reminding the audience that
the product or service still exists, rather than
promoting it for the first time or adding a new
theme to an existing campaign.
► The OUTDOOR medium is often seen as an
ideal vehicle for reminder advertising
campaigns.

Read budgeting approaches:
Belch & Belch, p. 225-238
Advertising (Creative) Strategy
1
PLANNING &
DEVELOPMENT
2
IMPLEMENTATION
& EVALUATION
Advertising (Creative) Strategy
PLANNING & DEVELOPMENT:
Creating Advertising Messages
PLANNING  CREATIVE
Plan a Message Strategy
STRATEGY
General Message to Be Communicated to Customers
It’s the creative strategy that determines
Develop
Message
1)
whatathe
advertising message will say or communicate
Focus on tactics for how the message strategy will be
2) Creative
Customer Benefits
Creative
Concept
executed.
“Big Idea”
Visualization or Phrase
Combination of Both
Advertising Appeals
Meaningful
Believable
Distinctive
READ
p. 249: advertising creativity is the ability to...
p. 253: the creative process. Young’s model.
p. 259: creative strategy development
p.262: copy platform

Two critical components of the copy platform are :
1)
2)
Development of the major selling idea
read p. 264.
Creative Strategy development
 unique selling proposition
 brand image
 inherent drama
 positioning
Advertising (Creative) Strategy
IMPLEMENTATION
Turning the “Big Idea” Into an Actual Ad to Capture the
Target Market’s Attention and Interest.

ADVERTISING APPEALS
Advertising (Creative) Strategy
IMPLEMENTATION
Turning the “Big Idea” Into an Actual Ad to Capture the
Target Market’s Attention and Interest.
Testimonial
Evidence
Scientific
Evidence
Technical
Expertise
Slice of Life
Typical
Message
Execution
Styles
Personality
Symbol
Lifestyle
Fantasy
Mood or
Image
Musical
Advertising (Creative) Strategy
IMPLEMENTATION
Selecting Advertising Media
Step 1. Decide on Reach, Frequency,
and Impact
Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers
Nature of the Product
Type of Message
Cost
Step 3. Selecting Specific Media Vehicles
Specific Media Within a Given Type, i.e. Magazines.
Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
Step 4. Deciding on Media Timing
Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
Advertising (Creative) Strategy
EVALUATION
Advertising Program Evaluation
Communication Effects
Sales Effects
Is the Ad Communicating Well?
Is the Ad Increasing Sales?