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Chapter Objectives
1. Define Advertising2. Identify the four features of advertisements3. Enumerate the types of advertising4. Know the different formats used in
advertisements5. Know how to develop a media strategy6. Understand the role of publicity as a tool of
public relations
Persuasive message carried by a non-personal medium and paid for by an identified sponsor.
Advertising
2. Product/Service or Institutional/Corporatea. Product/ Service-It focuses on a particular product or brand.
Product/Service is subdivided into:
*Direct Action- Seeks a quick response like an ad urging the reader to send or call immediately for a free sample.
*Indirect Action- Designed to stimulate demand over a longer period of time. Most TV ads are of this type.
b. Institutional/Corporate-Aims to create a good attitude, build goodwill, and present information about the advertiser’s business.
Two Forms a. Customer Service- e.g
Caltex describes the level of personal service available.
b. Public Service Advertising- Designed to improve the quality of life and show that the advertiser is responsible member of the community.
3. Primary-demand advertising or selective-demand advertisinga. Primary-demand
advertising- Designed to stimulate
demand for a generic category.
b. Selective-demand advertising- Intended to stimulate demand for individual brands.
Developing an Advertising Campaign
• This is consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand.
Steps to follow before designing an advertising campaign
1. Identify the target audience
2. Establish an over-all promotional objectives
3. Determine an over-all promotional theme
Specific Advertising Objectives
*Encourage current user to increase consumption
*Generate more sales leads
*Increasing brand awareness
*Creating and maintaining a brand image
*Supporting personal selling efforts
Provides framework for creative strategy and media selection
Establishing a Budget
• Once marketing communications budget has been established
Then,
• It will be allocated among the various activities that makes up the overall marketing communications program.
Creating a Message
Individual Advertisements accomplish two things:
1. Get and hold the attention of the intended audience
2. Influence that audience in the desired way
Two elements of the message
1. Appeal
- Central Idea of an advertising message
- Tells the potential buyers what the products offers and why the product should be appealing to them.
2. Execution- Combining, in a
convincing and compatible way the feature or device that gets attention with the appeal which can be executed in a variety of ways.
Types of major advertising formats:
1. Storyline Format-Gives a history of or tells a
story about the product
2. Product Uses and problem solutions
-Discuss a product’s uses, attributes, benefits or availability.
3. Slice of life-dramatizes a typical
setting in which people use the product being advertised.4. Demonstration
-Illustrates product features or proves some advertised claim. 5. Lifestyle
-Combines scenes intended to reflect a particular target market’s lifestyle
6. Testimonials-Show a person, usually
show business or sport figure that endorses the product advertised. Spokesperson urges the audience directly to buy the product.7. Still life
-portrays the product in a visually attractive setting.
8. Association-Concentrates on an
analogy or other relationships to convey a message.9. Montage
-Blends a number of situations, demonstrations and other visual effects into one commercial
Creating an ad involves….
1. Copy-Written or
spoken material in an ad. Includes the headline, coupons, advertiser's identification and the main body of the message.
2. Illustration-Powerful feature
for visual ads and should make best use of the space.3. Layout
-Physical arrangement of all the elements in an advertisement.
Two factors in developing a media strategy:
1. Media which will efficiently get the message to the desired audience
2. Scheduling of these media so as to not bore people with much repetition of the message or make them forget it.
Media*Direct Marketing media (Mail advertising)
- It has been in existence for more than a century and modern computer can personalize direct-response advertising message to an individual. *Interactive media (Internet advertising)
General Factors that influence Media Choice:
• Objectives of the advertisement- Purpose and goal
• Audience Coverage– Reachable by the medium
• Requirements of the message- Medium should fit the message
• Time and location of buying decision– Medium should reach when and where the customers are about
to make the buying decisions• Media cost
– Cost of the medium should be considered
Characteristics of the Major Media
1. Newspapers-They are flexible
and timely2. TV
-Most versatile and rapidly changing of all media.
3. Direct Mail-Most personal and
selective of all the media.
4. Radio-It is relatively low
cot and reaches far and wide.
5. Magazines- Excellent medium
when high-quality printing and color desired in an advertisement.
6. Out-of-home advertising
-Includes billboard, posters, bus ads and new electronic digital billboards.
7. Specialty Advertising- Item of
merchandise imprinted with the advertiser’s name, message, or log and is given free.
8. Emerging Media-These are lesser-
known media used in conjunction with better-known media
9. Infomercials- Lengthy TV ads
that run up to 60mins that combines info with entertainment and promotion.
10. Place-Based Media-Ads placed where
people are.
11.Video and CD-ROMs-Advertisers place
their ads to reach video watchers in video rentals.
12. World Wide Web- Companies have
had Web pages created to reach their target market.
SCHEDULING
• Media Schedule or Media plan– Time schedule identifying the exact media to be
used and the dates when the ads are to appear.– Selecting specific media such as magazines
requires to consider:*Reach- No. of people exposed to an ad in a given medium.*Frequency- No. of times an individual is expected to be exposed to an advertiser’s message.
PUBLIC RELATIONS
• This is a management tool designed to favorably influence attitudes towards and organization, its products and its policies.
• Purpose is to manage publicity and maintain positive organizational image and to provide public with info.
Publicity
• This is any communication about an organization, its products or policies through the medium that is not paid for by the organization.
Forms of Publicity
1. Press Conference-Creates goodwill and
positive corporate image results between the organization and the public
2. Appearances-Talk shows often
invite guests who promote their books, recordings, concerts and movies