Advertising Campaigns

1. Advertising Campaigns • Marketers must select the right media for presenting an advertising message. • An advertising campaign features a primary medium and one or more support media. • These media should match the message, audience, and each other. • There are several forms of media to consider for an advertising campaign.

2. Advertising Media • Television (global medium; includes visual & sound; can be costly to make and to place) • Radio (relies on listener’s imagination; difficult to reach wide, general audience) • Magazines (precise target markets; high-quality photos; expensive) • Billboards (must be short; placement important)

3. Advertising Media • Newspapers (local audience; smaller companies; promotional coupons; shorter “shelf life”) • Internet (worldwide reach; updates quick & inexpensive; difficult to reach target audience) • Specialty advertising (mall kiosks, brochures, clothing, Yellow pages, trailers in movies)

4. Media Mix • The media mix is the combination of media that an advertiser chooses for a campaign. • Ads on TV & Internet have greatest reach in America. • Advertisers must adjust ads to language and culture of target audience. • International ads must make sure message is presented as company intends. • In Mexico, Chevy model Nova could be mistaken for the Spanish phrase “no va” which means “don’t’ go.”

5. Visuals • A key element in developing advertisement is developing visual message. • This applies to both print & TV advertising. • Use simple images (too much background distracts; components should be easily recognizable) • Make instant connections (visual stereotypes)

6. TV Advertising • Show the product (can be alone, in use, or in comparison) • Sell benefits, not ingredients (good ads tell consumers how product or service will benefit them) • Complement art with headlines (some present news like “introducing…”, others play on emotions, & others promise helpful information)

7. TV Ad Approaches • Humor (difficult to write) • Slice of life (mini-drama representing situation anyone might experience) • Testimonials (show loyal users) • Demonstrations (show performance – Bounty) • Problem solution (show problem then show how to fix it with product)

8. TV Ad Approaches • Talking heads (pitchman introducing new product) • Characters (becomes symbol of product - GEICO Gecko) • Rationale (reason why product should be bought/used) • News (new way to use something - Cheerios helps lower cholesterol) • Emotion (nostalgia, charm, sentiment; usually include rationale)

9. Radio Advertising • Radio doesn’t allow for the use of images, so the verbal message must do all the work (>100 words) • Good writing is important! • Typical radio ad lasts 10 seconds (25 words), 20 seconds (45 words), 30 seconds (65 words), or 60 seconds (125 words); therefore, brevity is important. • Most ads directed towards drive time (6 – 10 AM and 3 – 7 PM)

10. Radio Ad Techniques • Four common techniques are used in radio advertising: • Slice-of-life (as previously seen) • Interviews (person that represents target audience is interviewed – testimonial) • Jingles (catchy musical tunes conveying product message) • Slogans (catchy phrases that usually consist of 5 – 7 words)

11. Print Advertising • The basis of developing print advertising can be narrowed down to 5 components: attention, interest, desire, credibility, & action. • Attention is needed to communicate message to audience. • Use a headline & visual design • Repetition is key

12. Print Advertising • Interest compels audience to seek more information. • After grabbing attention, explain soon after. • Desire explains how audience will benefit from product or service. • Explains why it is needed & convinces consumer it is necessary

13. Print Advertising • Credibility must eliminate misunderstanding. • Be specific, concrete, & direct • Action is what you want audience to take. • Buying product, telling others, etc…

14. Logos • Logotypes or logos are often used in print advertising. • It helps the consumer identify the company or product. • It is usually large type at bottom of advertisement. • It can be name of company or perhaps a symbol.

15. Successful Logos • Successful logos become popular & memorable because they: • Differentiate • Are timeless • Evoke emotions • Are malleable (look good wherever) • Are simple • Have exposure (find it all over)

16. Writing Ads • Be clear and concise. • Be specific and detailed. • Make it believable. • Use one thought per ad. • Make it memorable (make it stick) • Use strong narration (anecdotes and metaphors) • Avoid generalizations (must convince consumer)

17. Colors in Advertising • Colors must be considered when creating an ad campaign. • Colors seem to stimulate or calm our nervous system. • It is important to understand what colors are associated with what characteristics and emotions. • By choosing the wrong color for a product, you can sabotage sales.

18. Colors • Warm colors (reds, yellows) are associated with heat, fire, & sun. • Red is a power color associated with aggression, passion, success, & impulse. • Yellow is often associated with health, well-being, & optimism (found on food packages). • Orange is considered bright, happy, & festive.

19. Colors • Cool colors (greens & blues) associated with sky, sea, & wilderness. • Blue is associated with tradition, orderliness, & stability. • Light blue is associated with cleanliness. • Dark blues appear to have calming effects.

20. Colors • Light green is associated with nature, regeneration, & self-preservation. • Green is associated with money. • Purple associated with royalty, elegance, expensive. • Violet associated with intimacy • White is color of purity and innocence.

21. Colors in Advertising • Black is unusual since it is considered mourning, but also ominous, as well as elegant. • Keep in mind that colors have different meanings in different cultures. • For example, in U.S. teachers tend to grade in red ink. • In Asian colors, this is considered highly offensive.