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The group of people for which the advertisement is aimed at, may direct campaign
at only a portion of the target market.
Research and analyze advertising targets to establish an
information base for a campaign. Generally increase advertisers
knowledge about their target--the more effective the campaign.
David Ogilvy Award focuses on rewarding research in advertising:
1994 finalists:
- Nabisco's Oreo Cookie campaign, nostalgic feeling re: cookies, slogan "Unlock
the magic!"....Winner!!
- AT&T "You will campaign", customers did not feel AT&T was innovative
- Goodyear, Aquatred ads, customer concerns were related to
tires traction ability in the wet.
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What the firm hopes to accomplish from the campaign, should be clear, precise and
measurable, can help measure the success at the end of the campaign. Use a benchmark.
At what stage are the target market in the Product Adoption Process.
What are the goals of the campaign...to increase purchases, to generate
traffic in the retail store etc.
Demand oriented objectives vs. image oriented objectives
Increase product/brand awareness
Change consumer attitudes...reposition
product
Increase customer knowledge of product features
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Total amount of money that a marketer allocates for advertising in a specific
period.
- Objective and Task Approach determine the objectives, then list the
tasks needed to achieve the objectives.
- Percent of Sales Approach Sales create marketing?! What happens
when the products sales are declining.
- Competition Matching Approach Other companies have different
advertising objectives.
- Arbitrary Approach determined by high level
executives, Delaware MBA Program
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A function of the product's features, uses and benefits.
Must be aware of the characteristics of target market, different message to different
target market.
Dependant on objective of the campaign.
Can use a Spokesperson.
Celebrities 1993 ranked:
- Cindy Crawford...Pepsi Cola, Revlon
- Candice Bergen...Sprint (1/3 believe either AT&T or MCI ;)...don't
want the personality to overwhelm the brand)
- Bill Cosby...Jello
Sports:
- Michael Jordon, 6th time in 7 years
Components of the advert:
- Headline
- Illustrations
- SubHeadline
- BodyCopy
- Signature
Copy verbal portion of the advert. Includes all aspects except the
illustrations. Attempts to move the reader through:
- Awareness
- Interest
- Desire
- Action
Headline--should attract readers attention, make readers want to
read the copy.
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Sets forth the exact media vehicles to be used and dates and times of ads. Effectiveness of
plan determines how many people in the advertiser's target
will be exposed to the message. Need to select the media to be used and
dates and times ads appear.
Primary goal--reach the highest # of people (within the advertiser's target)
per $ spent. Achieve
the appropriate message reach and frequency for the target audience
while staying within the budget.
Various Media
- TV Channels/programs, Baseball = male 18-49 Academy awards = female 18-49
- Sponsor cable channels, Reebok with Cable Health Club "Reebok
University"
- Radio, Becoming more segmented, also allowed to own 2 FM
stations in one area.
- Magazines, Lead time considerations, also pass along rate,
subscription plus news agent sales.
- Newspapers, Local vs. national
- Direct Mail, Evolution of Database marketing, able to narrowly
target with DM.
- Outdoor, Billboards Atlanta is most billboard per capita city, Transit...City
Buses, Blimps...At Events
- Placed-Based, Schools, also sponsor educational programs,
Supermarkets, Health
Clubs, Dining Halls. Intrusive..."Only go where you are wanted!!". Target market is
known...not assumed.
- Electronic, WWW,
Compuserve et al.
Need to select general media, IE Newspapers, then subclass, IE
Philadelphia Inquirer.
Look at location and demographics of advertisers target, use media
that appeals to this group.
Content of message to present affects the choice of media.
Cost of media, use cost comparison indicator-within specific media
(IE between two magazines), CPM "cost per thousand" for magazines.
-cost, total cost; per reader/viewer cost
-reach, #viewers/readers in the audience, print media includes
circulation and pass on, more for magazines than newspapers
-waste, portion of marketer's audience that are not in the
target market
-frequency, how often can the medium be used/changed, i.e., TV radio
hourly, newspapers daily, Yellow pages yearly.
-message performance, number of exposures each advertisement
generates and how long it remains available to the audience;
outdoor ads, many exposures/message, magazines retained for a long
period of time.
-clutter, # of advertisements contained in a single program/issue
of a medium. TV ads moving to 15 secs. each is increasing clutter.
Some moving to 2 minutes...or even 5, especially if there is a
complex message...telecommunications...cars maybe!!
Primetime:
- CBS 13mins 52 secs of non programming time
- ABC 13mins 24 secs
- Daytime 8-19 mins
- ESPN 13mins 28 secs
- Discovery 15mins 20 secs
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Requires extensive planning and coordination. Advertising Agencies, production costs,
research
organizations, media firms, printers, photographers, and commercial
artists etc. Detailed schedules are needed to insure everything is
accomplished on time. (video)
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Measure the achievement of the objectives, assessing the effectiveness of the
copy etc., and the media.
Typical consumer is bombarded with about 300 advertising
messages/day, 109,500 per year. 80% of people cannot remember a
typical ad one day after seeing it. NEED CREATIVITY!?!?
Pretests before campaign, use a consumer jury.
During the campaign, "inquiries"-coupons numbered.
Posttests after the campaign, use consumer surveys to measure the
change in communication objectives, change in sales or market
share. Cannot be precise due to the environment.
Use recognition tests to determine the degree to which consumers
recognize advertisements.
Recall evaluation, consumers are asked what they have seen lately.
Aided or unaided.
Handout...Loved the Ad. May (or May Not)...
Since there is no direct feedback loop, it is hard to determine the
effectiveness of an advertising campaign. Many other factors effect sales.
Handout...Mercedes-Benz Tries Out Humor, Youth
TM = Younger consumers, need to be more approachable
TV & Print Ads
Example of Copy
...Dreams, Dreams are what drive us. But sometimes life is
good...you get to drive your dream.
Vehicles:
- Monday Night Football
- NYPD Blue
- 60 Minutes
- Mad About You
- Seinfeld
Handout...Lexus, Sales Skidding...
Budget = $50 million
Changing market-place
Less opportunities for Lexus
Need to develop heritage
National TV...Image
Local TV...Competitive $s
Magazines...Features, 12 page insert
Direct Mail...current customers
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Advertising Agencies receive 15%
commission from media purchases, this can offset cost of using an agency.
Handout...Fresh Alarm is Sent Over Interactive Age
Handout...Advertisers Anticipate Interactive Media...
Interactive media
READ USES AND BENEFITS SECTION FROM DEMYSTIFYING
THE INTERNET
Traditional media communication
Source-------------------Medium-----------------TM
^ |
| |
| |
| |
------------------Feedback-----------------------
Problems with this model include:
- Feedback takes place outside the medium, therefore there is no direct
feedback as to its effectiveness. Can attempt by using 1-800 #s
etc., but not 100% accurate.
- Company designs message to meet the assumed needs of its target market(s).
Interactive media communication
Source-----------------Medium-----------------Consumer
Advantages of this model include:
- Direct feedback, can directly determine consumers response, can
offer more information based on individual customer needs.
- Individual consumer designs message based on his/her informational needs,
around information provided by marketer.
- Direct count of the number of consumers exposed to the message, and the effectiveness
of the message content.
WWW is a working model for the future of interactive media.
Extra credit assignment...access Sony's
homepage, browse the information and Email me what you learnt.
Future:
TV...Be able to query commercials with remote control to get more
information, can develop into a retailing transaction.
Ads specific to your information needs will be delivered to you,
based on your prior buyer behavior and query habits...not
dependent on the programs you watch as is the case now.
Therefore consumers watching same programs will receive different
advertisements, advertisements will not be dependent on the programs, as
they are now, but on the individual house holds passed buying behavior
and needs!!
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