advertising fundamentals
DESCRIPTION
http://www.niccotan.com/2011/04/advertising-fundamentals.html De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.TRANSCRIPT
![Page 1: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/1.jpg)
AdvertisingReporters: Monique De Jesus, Abigail Fidel, Raphael Sta. Cruz, Nicco Joselito Tan
![Page 2: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/2.jpg)
What is Advertising
Advertising is defined as any paid form of nonpersonal communication about an organization product, service, or idea by an identified sponsor.
![Page 3: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/3.jpg)
Benefits of Advertising
•Still most cost-effective way to reach large audiences
•Valuable tool for building company or brand equity as it is a powerful way to provide consumers with information as well as to influence their perceptions
•Stimulate demand
•It helps products to become the top of mind brand – awareness campaigns
•3 R’s of Advertising:
•Retaining Loyal Customers
•Reducing Lost Customers
•Recruiting New Customers
![Page 4: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/4.jpg)
Advertising Theories
![Page 5: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/5.jpg)
Practice-based Advertising Theory
“Reason Why” and “USP” Advertising John E. Kennedy - advertising was "salesmanship in print" Developed the "reason why" approach in copywriting
![Page 6: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/6.jpg)
Practice-based Advertising Theory
“Reason Why” and “USP” Advertising Led to Rosser Reeves' idea of Unique Selling Proposition
(USP) USP is the single thing that gives the consumer a reason to
buy, and the proposition is based on this reason to buy.
![Page 7: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/7.jpg)
Practice-based Advertising Theory
“Reason Why” and “USP” Advertising Led to Rosser Reeves' idea of Unique Selling Proposition
(USP) USP is the single thing that gives the consumer a reason to
buy, and the proposition is based on this reason to buy.
![Page 8: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/8.jpg)
Information Processing Theory in Advertising
Encompasses not only a theory of communication but also a theory of human cognition
There are many variations, but all share key assumptions about human communication, persuasion and advertising
![Page 9: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/9.jpg)
Information Processing Theory in Advertising
Shannon-Weaver Communication Model Humans process data in much the same way as computers or
other machines
![Page 10: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/10.jpg)
Information Processing Theory in Advertising
Transmission model of mass communication
![Page 11: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/11.jpg)
Information Processing Theory in Advertising
A-I-D-A and Hierarchy of Effects theories
![Page 12: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/12.jpg)
Information Processing Theory in Advertising
A-I-D-A and Hierarchy of Effects theories
![Page 13: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/13.jpg)
Information Processing Theory in Advertising
Criticisms of Information Processing Theory Oversimplify the ways in which consumers or viewers engage with advertising Reliance on explicit, verbalized information and the undivided attention of the viewer
![Page 14: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/14.jpg)
Information Processing Theory in Advertising
Criticisms of Information Processing Theory Models machine and not human communication (The Man-Machine Communication Metaphor) Occurs mainly in one direction towards a passive consumer No theoretical scope for consumers to interpret the ad in varied ways
![Page 15: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/15.jpg)
Strong and Weak Theories of Advertising Effect
Strong Assumes that the advertisement's main purpose is to persuade a potential customer/prospect to buy. Often implies direct, causal relationship between advertising and sales
![Page 16: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/16.jpg)
Strong and Weak Theories of Advertising Effect
Weak Advertising cause and sales effect are far less directly linked Build long-term brand equity and create competitive presence Reassure current customers that the brand remains relevant instead of persuading non-buyers to purchase in the short term
![Page 17: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/17.jpg)
Advertising Techniques
![Page 18: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/18.jpg)
Avant-Garde
Suggesting that the product puts the user ahead of the times.
Being “in” and being the first.
![Page 19: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/19.jpg)
Facts and Figures
Use of statistics and objective factual information to prove superiority of the product.
![Page 20: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/20.jpg)
Weasel Words Suggests positive meaning
without making any guarantee.
![Page 21: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/21.jpg)
Magic Ingredients
A somehow miraculous ingredient makes the product exceptionally effective.
![Page 22: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/22.jpg)
Patriotism
Highlights the product as a local manufacture.
Purchase of product shows love of country.
![Page 23: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/23.jpg)
Diversion
Seems to tackle an issue or a problem, but throws in an emotional distraction.
![Page 24: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/24.jpg)
Transfer Use of words and ideas with
positive connotations to suggest that the positive qualities should be associated with the product and the user.
![Page 25: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/25.jpg)
Plain Folks Highlights product as
practical and of good value for ordinary people.
![Page 26: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/26.jpg)
Snob Appeal
Use of product shows association with an elite group.
Makes the customer feel luxurious and glamorous.
![Page 27: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/27.jpg)
Bribery
Offers desirable extras as freebies.
![Page 28: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/28.jpg)
Wit and Humor Clever use of words and
visuals that attract the audience.
![Page 29: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/29.jpg)
Simple Solutions
Promotes the product as a solution to many problems.
![Page 30: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/30.jpg)
Card Stacking “Stacking cards” in favor of
the product.
Stress positive qualities, ignore negatives.
![Page 31: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/31.jpg)
Glittering Generalities Uses appealing words and
images.
Gives a message that the product will change your life.
![Page 32: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/32.jpg)
Bandwagon Exploits the desire of people
to join the crowd/the winning side.
Popular choice.
![Page 33: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/33.jpg)
Side-by-side comparison Comparing the product to
competition.
Putting new developments in a product alongside itself (old version).
![Page 34: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/34.jpg)
Human-Interest Places product or service at
the center of drama, personal confession.
Revolves around characters – can be fictional.
![Page 35: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/35.jpg)
Hidden Fears Presenting the product as
something that can solve problems or get rid of future fears/dangers.
Use of insignificant problems can be more effective.
![Page 36: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/36.jpg)
Advertising Agency Operations
![Page 37: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/37.jpg)
ADVERTISING:CREATIVE PROCESS
![Page 38: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/38.jpg)
What is EFFECTIVE ADVERTISING?
It extends from sound marketing strategy.
It takes the consumer’s view.
It finds a unique way to breakthrough the clutter.
It never promises more than it can deliver.
It prevents the idea from overwhelming the strategy.
![Page 39: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/39.jpg)
Apple 1984 TVC
![Page 40: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/40.jpg)
Wallas’ 4 Steps of Creative Process
1. Preparation Gathering background information needed to solve the problem
through research study.
2. Incubation Putting the problems out of your conscious mind and turning
the information over to the subconscious to do the work.
4. Illumination Seeing the light or solution.
5. Reality or verification Refining and polishing the idea and seeing if it is an appropriate
solution.
![Page 41: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/41.jpg)
CConnectedness
AAppropriateness
NNovelty
![Page 42: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/42.jpg)
1. Connectedness Reflects empathy with
the target audience’s needs and wants
Reflects and understanding of target audience members’ motivations
Relevant to the brand’s target audience
![Page 43: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/43.jpg)
![Page 44: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/44.jpg)
![Page 45: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/45.jpg)
2. Appropriateness contains information that is
pertinent to the advertised brand relative to other brands in the product category
message is on target for delivering the brand’s positioning strategy
coherent
![Page 46: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/46.jpg)
![Page 47: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/47.jpg)
![Page 48: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/48.jpg)
3. Novelty unique, fresh,
unexpected draws consumers’
attention so that they engage in an more effortful information processing
but not all “weird” ads are creative
![Page 49: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/49.jpg)
![Page 50: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/50.jpg)
![Page 51: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/51.jpg)
Eichborn: Flyvertising
![Page 52: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/52.jpg)
![Page 53: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/53.jpg)
1. Simplicity Simple and profound
Represents the brand’s core idea or key positioning statement
Appropriate
![Page 54: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/54.jpg)
![Page 55: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/55.jpg)
2. Unexpectedness Generate interest and curiosity
Similar to the Novelty element of CAN
![Page 56: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/56.jpg)
![Page 57: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/57.jpg)
Laax Snowboard School: Salto for Beginners
![Page 58: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/58.jpg)
3. Concreteness Concrete images as opposed to
abstract presentations
Concretizing – straightforward idea that is easier for people to remember and retrieve tangible rather than abstract information
Perceptible and vivid
![Page 59: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/59.jpg)
4. Credibility Believable
Should be accepted as a fact
![Page 60: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/60.jpg)
5. Emotionality Generate emotions and tap into feelings
Appeals to emotions that are relevant to the product category in which the advertised brand competes
![Page 61: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/61.jpg)
![Page 62: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/62.jpg)
Virgin Media: Fantastic Journey
![Page 63: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/63.jpg)
6. Storytelling Advertisers occasionally tell
stories to capture the key elements of their brands
Stories embody most of the stickiness elements: simple and profound, generally concrete, include unexpected and emotional elements, and often come across as highly credible.
Pond’s Pond’s 7 Days to Love7 Days to Love
![Page 64: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/64.jpg)
Honda “Cog”
![Page 65: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/65.jpg)
![Page 66: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/66.jpg)
What is a CREATIVE BRIEF?
A framework which is a document designed to channel the copy writers’ and other creatives’ efforts toward a solution that will serve the interests of the client.
It is an informal pact between client and agency that represents agreement on what an advertising campaign is intended to accomplish.
![Page 67: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/67.jpg)
1. BackgroundWhat is the background to this job?
2. Target Audience
Whom do we need to reach with the ad campaign?
3. Thoughts and FeelingsWhat do members of the target audience currently think and feel about the brand?
![Page 68: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/68.jpg)
4. Objectives and Measures
What do we want the target audience to think or feel about the brand, and what measurable effects is the advertising to accomplish?
5. Behavioral Outcome
What do we want the target audience to do?
6. Positioning
What is the brand positioning?
![Page 69: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/69.jpg)
7. Message and Medium
What general message is to be created, and what medium is most appropriate for reaching the target audience?
8. Strategy
What is the strategy?
9. “Nitty-Gritty Details”
When and how much?
![Page 70: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/70.jpg)
![Page 71: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/71.jpg)
1. Unique Selling Proposition (UPS) Creative Style
Identifies an important difference that makes a brand unique
Best suited for brands have a relatively lasting competitive advantage
Optimum creative technique
![Page 72: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/72.jpg)
“the only razor that senses and adjusts to the
individual needs of your face”
“the only wipe that is alcohol and fragrance
free”
![Page 73: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/73.jpg)
2. Brand Image Creative Style
-attempts to develop an image or identity for a brand by:
associating brand with symbols
creating a distinct identity or personality for the brand
![Page 74: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/74.jpg)
3. Resonance Creative Style-resonates (patterns) the audiences life’s experiences
-extends from psychographic research and structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment
![Page 75: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/75.jpg)
![Page 76: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/76.jpg)
4. Emotional Creative Style-products are often bought on the basis of emotional factors
-advertising runs the gamut of positive and negative emotions (romance, nostalgia, compassion, excitement, joy, fear, guilt, disgust, regret)
![Page 77: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/77.jpg)
![Page 78: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/78.jpg)
![Page 79: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/79.jpg)
![Page 80: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/80.jpg)
![Page 81: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/81.jpg)
5. Generic Creative Style-makes no attempt to differentiate its brand from competitive offerings or to claim superiority
-appropriate for a brand that dominates a product category
![Page 82: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/82.jpg)
![Page 83: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/83.jpg)
5. Preemptive Creative Style-makes a generic-type claim but does so with an assertion of superiority
-used for product or service categories where there a few, if any, functional differences among competitive brands
![Page 84: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/84.jpg)
Gets The Red Out ®Gets The Red Out ®
![Page 85: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/85.jpg)
Uncertified lifeguards.
Not as scary as uncertified dermatologists.
At Premier Dermatology, board certified dermatologists provide your skin care.
![Page 86: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/86.jpg)
•Attributes – features or aspects of advertised brands
•Consequences – what consumers hope to receive (benefits) or avoid (detriments) when using brands
•Values – represent those enduring beliefs people hold regarding what is important in life
[Means] {End}
[Attributes Consequences] {Values}
![Page 87: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/87.jpg)
10 basic values people in a wide variety of culturally diverse countries share:
![Page 88: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/88.jpg)
MECCAS Model
![Page 89: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/89.jpg)
The Method of Laddering
-identifies linkages between attributes, consequences, and values
-involves in-depth, one-on-one interviews that typically last 30 minutes to more than an hour, which attempts to get at the root or deep reasons why individual consumers buy certain products and brands
![Page 90: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/90.jpg)
The Method of Laddering
Probing is accomplished with questions such as the following:• Why is that particular attribute important to you?• How does that help you out?• What do you get from that?• Why do you want that?• What happens to you as a result of that?
![Page 91: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/91.jpg)
This type of advertising focuses not on specific brands but on a corporation’s overall image or on economic or social issues relevant to the corporation’s interests.
Forms of Corporate Advertising:
1. Corporate Image Advertising
2. Corporate Issue/Advocacy Advertising
![Page 92: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/92.jpg)
1. Corporate Image Advertising
-attempts to increase a firm’s name recognition, establish goodwill for the company and its products, or identify itself with some meaningful and socially acceptable activities
![Page 93: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/93.jpg)
![Page 94: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/94.jpg)
2. Corporate Issue Advertising
-a company takes a position on a controversial social issue of public importance with the intention of swaying public opinion
- supports the company’s position while expressly or implicitly challenging the opponent’s position and denying the accuracy of their facts
![Page 95: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/95.jpg)
“ reativity is more
than just being different. Anybody can play weird, that’s easy. What’s hard is to be as
simple as Bach. Making the simple complicated is
commonplace , making the complicated simple, awesomely
simple, that’s creativity.”
-Charlie Mingus
![Page 96: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/96.jpg)
Advertising
MEDIA
Planning
![Page 97: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/97.jpg)
Media PlanningThe design of strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.
![Page 98: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/98.jpg)
Media : The general communication method that carry advertising messages
Vehicles: The specific broadcast programs or print choices in which advertisements are placed.
![Page 99: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/99.jpg)
![Page 100: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/100.jpg)
Buyographics
Geographics
Demographics
Lifestyle/ psychographics
![Page 101: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/101.jpg)
What proportion of a target audience do we want to reach?
With what frequency do we need to expose the audience to our message in a particular period?
How much total advertising is necessary to accomplish the first two objectives?
How should we allocate the budget over time?
How close to the time of purchase should the target audience be exposed to our advertising message?
What is the most economically justifiable way to accomplish the other objectives?
![Page 102: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/102.jpg)
REACHWhat proportion of a target audience
do we want to reach?
Reach represents the number of target customers who see or hear the advertiser’s message one or more times during the time
period.
![Page 103: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/103.jpg)
• Use multiple media
•Diversify vehicles within each medium
•Vary the dayparts in the case of TV and radio advertising
![Page 104: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/104.jpg)
FREQUENCYWith what frequency do we need to expose the audience to our message in a particular
period?The number of times, on average, within a four week period that members of the target audience are exposed to the advertisers message.
![Page 105: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/105.jpg)
Frequency Distribution
WEEK A B C D E F G H I JTOTAL EXPOSURES
1 X X X X X 5
2 X X X X X 5
3 X X X X X 5
4 X X X X X 5
TOTAL EXPOSURE 2 4 0 3 2 1 3 1 2 2
Target Audience Member
![Page 106: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/106.jpg)
Frequency Distribution (f)
Percentage f
Percentage f+
Audience Members
0 10 100 C
1 20 90 F,H
2 40 70 A,E,I,J
3 20 30 D,G
4 10 10 B
Summary Statistics
Reach (1+ exposure) =90Frequency=2.2GRPS = 200
![Page 107: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/107.jpg)
Measure of advertising support for a brand, expressed in terms of print impressions, or number of radio or television spots employed in its promotion.
Three weight metrics: gross ratings, target ratings and effective ratings
WEIGHT
![Page 108: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/108.jpg)
Ratings in advertising refers to the percentage of an audience that has the opportunity to see (OTS) an
advertisement placed in a specific vehicle.
![Page 109: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/109.jpg)
Gross Rating Points (GRP) reflect the weight that a particular advertising schedule has delivered. It
indicates the total coverage or duplicated audience exposed to a particular advertising schedule
![Page 110: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/110.jpg)
![Page 111: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/111.jpg)
A Target Rating Point (TRP) is a measure of the purchased vehicle rating points representing an
estimate of the component of the target audience within the gross audience
![Page 112: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/112.jpg)
Effective Reach
Media Plan AReach (1+ exposure) =85Frequency=2GRPS = 170
Media Plan BReach (1+ exposure) =52Frequency=3.2GRPS = 166
![Page 113: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/113.jpg)
The three exposure hypothesis addresses the minimum number of exposures needed for advertising to be effective
![Page 114: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/114.jpg)
Exposure 1What is it?
Exposure 2What of it?
Exposure 3Reminder
![Page 115: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/115.jpg)
Buying MediaContinuity, Pulsing and Fighting
•Continuity involves the matter of how advertising is allocated during the course of an advertising campaign.
•Continuous schedule equal or relatively equal number of ad dollars are invested throughout the campaign
•Pulsing is an advertising timing or continuity pattern in which there is noted variation of media spending in the media schedule.
•Flighting is an advertising term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item.
![Page 116: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/116.jpg)
• Consumers’ first exposure to an advertisement for a brand is the most powerful
•Advertising’s primary role is to influence brand choice
•Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.
![Page 117: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/117.jpg)
Trade-Offs
With a fixed advertising budget, the media planner can choose to maximize reach or frequency but not both
![Page 118: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/118.jpg)
Windows 7 Phone
![Page 119: Advertising Fundamentals](https://reader037.vdocument.in/reader037/viewer/2022102721/54bdf1324a795981428b45fe/html5/thumbnails/119.jpg)
Thank You