Advertising Campaign Planning ¾غŒط´...آ  The Nature and Types of Advertising!Advertising Paid nonpersonal

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  • Advertising Campaign Planning

  • Objectives

    1. To describe the nature and types of advertising.

    2. To explore the major steps in developing an advertising campaign.

    3. To identify who is responsible for developing advertising campaigns.

    4. To examine the tools used in public relations. 5. To analyze how public relations is used and

    evaluated.

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  • Chapter Outline

    The Nature and Types of Advertising Developing an Advertising Campaign Who Develops the Advertising Campaign? Public Relations

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  • The Nature and Types of Advertising

    Advertising ➢Paid nonpersonal communication about an

    organization and its products transmitted to a target audience through mass media.

    ➢Promotes goods, services, ideas, images, issues, people, and anything else that advertisers want to publicize or foster.

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  • The Nature and Types of Advertising

    Type Purpose

    Institutional Promotes organizational images, ideas, and political issues

    Advocacy Promotes a company’s position on a public issue

    Product Promotes products’ uses, features, and benefits

    Pioneer Tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

    Competitive Points out a brand’s special features, uses, and advantages relative to competing brands

    Comparative Compares two or more brands on the basis of one or more product characteristics

    Reminder Reminds consumers about an established brand’s uses, characteristics, and benefits

    Reinforcement Assures users they chose the right brand and tells them how to get the most satisfaction from it

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  • Developing an Advertising Campaign

    Advertising Campaign ➢ The design of a series of advertisements and

    placing them in various advertising media to reach a particular target audience.

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  • General Steps in Developing and
 Implementing an

    Advertising campaign

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  • Developing an Advertising Campaign (cont’d)

    Identifying and Analyzing the Target Audience

    ➢The group of people at whom advertisements are aimed. ➢Location and geographic distribution. ➢Distribution of demographic factors. ➢Lifestyle information. ➢Consumer attitudes.

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    Target Audience

    Target Market

    Income, education, occupation, and social

    groups Distribution 


    channel Opinion leaders

    Financial
 community The media

  • Developing an Advertising Campaign (cont’d)

    Defining the Advertising Objectives

    ➢What does the firm hope to accomplish with the campaign?

    ➢Objectives should be clear, 
 precise, and measurable.

    ➢Increased sales (units or 
 dollars) and/or increased 
 product or brand awareness

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  • Developing an Advertising Campaign (cont’d)

    Creating the Advertising Platform ➢Basic issues or selling points to be included

    in the advertising campaign. ➢Issues in the selection and use of the product

    that are important to customers. Determining the Advertising Appropriation

    ➢Advertising budget for a specified period. ➢Geographic size of the market and

    distribution of buyers within the market are important factors in determining the size of the budget.

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  • Developing an Advertising Campaign (cont’d)

     Determining the Advertising Appropriation (cont’d)

    Budgeting Approach Methodology

    Objective-and-Task Determining advertising objectives and then

    calculating the cost of all the tasks needed to attain them

    Percent-of-Sales Multiplying the firm’s past and expected sales by a standard percentage based on what the firm has

    traditionally spent on advertising and the industry average for advertising spending

    Competition-Matching Setting the advertising budget to match competitors’ spending on advertising

    Arbitrary Setting the advertising budget at a level specified by a high-level executive in the firm

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  • Developing an Advertising Campaign (cont’d)

    Developing the Media Plan ➢Specifies media vehicles (e.g., magazines,

    radio, and television stations, and newspapers) and the schedule for running the advertisements.

    ➢Plan objectives focus on achieving the reach and frequency that the budget will allow.

    ❑ Reach: the percentage of consumers in a target market exposed to an advertisement in a specified period

    ❑ Frequency: the number of times targeted consumers are exposed to an advertisement in a specified period

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  • Developing an Advertising Campaign (cont’d)

    Developing the Media Plan (cont’d) ➢Cost comparison indicator

    ❑A means of comparing the cost of vehicles in a specific medium in relation to the number of people reached

    ❑The indicator is stated as the cost for exposing one thousand people (CPM) to an advertisement in a medium.

    ➢Media scheduling types ❑Continuous ❑Flighting ❑Pulsing

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    Continuous

    Pulsing

    Flighting

    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

    Three Scheduling Methods

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    Additional methods:

    Bursting Road blocking

    Blinking

    Three Scheduling Methods(cont’d)

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  • Developing an Advertising Campaign (cont’d)

    Creating the Advertising Message

    Product Features, Uses, and Benefits

    Characteristics of the Target Audience

    Advertising Campaign Objectives and Platform

    Choice of Media

    Form and Content of Advertising Message

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  • ➢ What business goals do we seek to accomplish? ➢ What kind of people do we now sell to? What kind

    should we sell to? ➢ How do those people now think, feel, and believe

    about our product, company and competition? ➢ What do we want those people to feel, think, and do? ➢ What key thought can we put into those people’s

    minds to make them think, feel, and believe? ➢ What tone of voice will get those people to hear and

    believe us?

    Creating the Advertising Message 21

  • Geographic Divisions for Time Regional Issues22

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    Percentage of brand to total area sales in market

    Percentage of total area population in market

    BDI = X 100

    Brand Development Index

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    Percentage of total product category sales in market

    Percentage of total area population in market

    CDI = X 100

    Category Development Index

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    0 50 150 200

    200

    150

    100

    50

    0

    CDI

    BDI

    Houston

    Orlando

    Atlanta

    Little Rock Dallas

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    High market share Good market potential

    Lo w

    C D

    I H

    ig h

    C D

    I

    High BDI

    Low market share Good market potential

    Low BDI

    High market share Monitor for sales decline

    Low market share Poor market potential

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    The market usually represents good sales potential for both the product and the brand.

    Lo w

    C D

    I H

    ig h

    C D

    I

    High BDI

    The product category shows high potential but the brand isn’t doing well; the reason

    should be determined.

    Low BDI

    The category isn’t selling well but the brand is; may be a good market in which to advertise but should be

    monitored for sales decline.

    Both the product category and the brand are doing

    poorly; not likely to be a good place to advertise.

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  • Developing an Advertising Campaign (cont’d)

    Creating the Advertising Message (cont’d) ➢Copy: the verbal portion of advertisements

    ❑ Includes headlines, sub headlines, body copy, 
 and signature

    ➢Copy guidelines ❑ Identify a specific desire or problem ❑Recommend the product as the best 


    way to satisfy the desire or solve 
 the problem

    ❑State product benefits ❑Substantiate advertising claims ❑Ask the buyer to take action

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  • Developing an Advertising Campaign (cont’d)

     Creating the Advertising Message (cont’d)

    ➢ Storyboard: A mockup combining copy and visual material to show the sequence of major scenes in a commercial

    Plugged
 “Hum”

    Unplugged
 “Buzz”

    Leap 
 “Yeah”

    Upset
 “Oops”

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  • Developing an Advertising Campaign (cont’d)

    Creating the Advertising Message (cont’d) ❑Artwork

    • An ad’s illustration and layout ❑Illustrations

    • Photos, drawings