1 / 20

Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1

Chapter 8: ADVERTISING: MESSAGES and MEDIA 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

cora
Télécharger la présentation

Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 8: ADVERTISING: MESSAGES and MEDIA 8.1

  2. 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

  3. 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

  4. Advertising Campaigns Use a Series of Coordinated Advertisements with a Similar Look, Feel, and Message

  5. 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

  6. Some Advertising Targets Professionals Like This Ad Aimed at Doctors

  7. Audience Geography • Globalized Advertising • International Advertising • National Advertising • Regional Advertising • Local Advertising • Co-op Advertising 8.7

  8. Not All Advertising is International or Even National- This Ad Targets a Local Audience

  9. 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

  10. Advertising Message Strategies (con’t) SITUATE THE BRAND SOCIALLY DEFINE THE BRAND IMAGE/IMAGE ADS 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

  11. What Message Strategy is Being Used Here? 8.11

  12. What Message Strategy is Being Used Here? 8.12

  13. 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 Class 8.13

  14. 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

  15. Media-Planning Process (con’t) MEDIA STRATEGIES • Reach and Frequency • Reach • Frequency • Gross Rating Points • Effective Frequency • Effective Reach 8.15

  16. Reach is a Key Message Strategy 8.16

  17. Media-Planning Process (con’t) • Continuity • Continuous Scheduling • Flighting • Pulsing • Length or Size of Advertisements 8.17

  18. 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

  19. 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

  20. Cost Per Thousand Efficiency in Some Media is Sacrificed For Effective Reach 8.20

More Related