Advertising M&m

Chapter 8: ADVERTISING: MESSAGES and MEDIA 2.1 8.1

The Nature and Scope of Advertising ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE. SIMPLE BUT COMPREHENSIVE DEFINITION INCLUDES A COMPANY OR ORGANIZATION THAT PAYS FOR ADVERTISING REFERRED TO AS:  

Client Sponsor

COMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE MET   

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 

 

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



Audience Categories  Household Consumers  Business Organizations  Trade Channel  Professionals  Government 8.5

Some Advertising Targets Professionals Like This Ad Aimed at Doctors

Audience Geography      

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) 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

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 Class8.13

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)  Cost per Rating Point (CPRP)  Competitive Media Assessment  Share of Voice  Media Scheduling and Buying  Heavy-up Scheduling  Media Buying  Agency of Record  Media-Buying Service 8.19

Cost Per Thousand Efficiency in Some Media is Sacrificed For Effective Reach

8.20