2011.15 marketing principles
- 1. MarketingStephan Langdon, MBA, M Ed
- 3. Advertising and Public Relations Topic OutlineAdvertisingObjectivesBudgetStrategyEffectivesPublic RelationsRole and impactTools
- 4. Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsorAdvertising
- 5. AdvertisingDeveloping and Advertising Programs
- 6. AdvertisingSetting Advertising ObjectivesAn advertising objective is a specific communication task to be accomplished with a specific target audience during a specific timeObjectives are classified by primary purposeInformPersuadeRemind
- 7. AdvertisingInformative advertising is used when introducing a new product category; the objective is to build primary demandComparative advertising directly or indirectly compares the brand with one or more other brandsPersuasive advertising is important with increased competition to build selective demandReminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the productSetting Advertising Objectives
- 8. Table 15.1Possible Advertising Objectives
- 9. AdvertisingFactors to consider when setting the budgetProduct life-cycle stageMarket shareSetting the Advertising Budget
- 10. AdvertisingProduct life-cycle stageNew products require larger budgetsMature brands require lower budgetsMarket shareBuilding or taking market share requires larger budgetsMarkets with heavy competition or high advertising clutter require larger budgetsUndifferentiated brands require larger budgetsSetting the Advertising Budget
- 11. AdvertisingAdvertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of:Creating advertising messagesSelecting advertising mediaDeveloping Advertising Strategy
- 12. AdvertisingAdvertisements need to break through the clutter:Gain attentionCommunicate wellCreating the Advertising Message
- 13. AdvertisingAdvertisements need to be better planned, more imaginative, more entertaining, and more rewarding to consumersMadison & Vine—the intersection of Madison Avenue and Hollywood—represents the merging of advertising and entertainment Creating the Advertising Message
- 14. AdvertisingCreating the Advertising Message
- 15. AdvertisingMessage strategy is the general message that will be communicated to consumersIdentifies consumer benefitsCreating the Advertising Message
- 16. AdvertisingCreative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaignCharacteristics of the appeals include:MeaningfulBelievableDistinctiveCreating the Advertising Message
- 17. AdvertisingMessage execution is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest. The creative team must find the best approach, style, tone, words, and format for executing the message. Creating the Advertising Message
- 18. AdvertisingCreating the Advertising Message
- 19. AdvertisingMessage execution also includes:TonePositive or negativeAttention-getting wordsFormatIllustrationHeadlineCopyCreating the Advertising Message
- 20. AdvertisingCreating the Advertising MessageConsumer Generated MessagesYouTube videosBrand Web site contestsPositivesLow expenseNew creative ideasFresh perspective on brandBoost consumer involvement
- 21. AdvertisingMajor steps include:Deciding on reach-frequency-impactSelecting media vehiclesDeciding on media timingSelecting Advertising Media
- 22. AdvertisingReach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of timeFrequency is a measure of how many times the average person in the target market is exposed to the messageImpact is the qualitative value of a message exposure through a given mediumSelecting Advertising Media
- 23. AdvertisingSelecting media vehicles involves decisions presenting the media effectively and efficiently to the target customer and must consider the message’s:ImpactEffectivenessCostSelecting Advertising Media
- 24. AdvertisingNarrowcasting focuses the message on selected market segmentsLowers costTargets more effectivelyEngages customers betterSelecting Advertising MediaNarrowcasting Versus Shotgun Approaches
- 25. AdvertisingWhen deciding on media timing, the planner must consider:SeasonalityPattern of the advertisingContinuity—scheduling within a given periodPulsing—scheduling unevenly within a given periodSelecting Advertising Media
- 26. AdvertisingCommunication effects indicate whether the ad and media are communicating the ad message well and should be tested before or after the ad runsSales and profit effects compare past sales and profits with past expenditures or through experimentsEvaluating the Effectiveness and Return on Advertising Investment
- 27. AdvertisingOrganizing for advertisingAgency vs. in-houseInternational advertising decisionsStandardizationDeveloping and Advertising Programs Other Advertising Considerations
- 28. Public RelationsPublic relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and eventsPublic relations is used to promote product, people, ideas, and activities
- 29. Public relations department functions include:Press relations or press agencyProduct publicityPublic affairsLobbyingInvestor relationsDevelopmentPublic Relations
- 30. Public RelationsPress relations or press agency involves the creation and placing of newsworthy information to attract attention to a person, product, or serviceProduct publicity involves publicizing specific productsPublic affairs involves building and maintaining national or local community relations
- 31. Public RelationsLobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulationInvestor relations involves maintaining relationships with shareholders and others in the financial communityDevelopment involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support
- 32. Public RelationsLower cost than advertisingStronger impact on public awareness than advertisingThe Role and Impact of Public Relations
- 33. Public RelationsMajor Public Relations Tools
- 34. MarketingStephan Langdon, MBA, M Ed
Editor's Notes
- #7: Note to InstructorThis YouTube ad is a bit of a blonde joke ad. It is a persuading ad for Mercedes.
- #8: Note to InstructorDiscussion QuestionWhen would an advertiser use each of these types of objectives?You can then draw a strong tie to the PLC. This YouTube link is to a classic Pepsi ad, which is practicing persuasive advertising.
- #10: Note to InstructorThis Web link brings you to the AOL Super Bowl ad site. It is interesting to talk to the students about the decision for some brands to spend the majority of their annual advertising budget on this one time event.This slide leads a discussion of the product life-cycle stages and their influence on advertising budgets. In general new products require larger budgets and mature brands require lower budgets/Market share can also determine budget where building or taking market share requires larger budgets. In addition, markets with heavy competition or high advertising clutter require larger budgets.
- #13: Note to InstructorThis Web link is for Microsoft’s new advertising campaign that was launched in 2008. The campaign was unusual as it began with two ads featuring Bill Gates and Jerry Seinfeld. These ran for only a short period of time and were followed immediately by the “I’m a PC” campaign. There is thought that the Gates/Seinfeld spots were to draw attention and create buzz because they were not very strongly received by the public.Advertisements need to be better planned, more imaginative, more entertaining, and more rewarding to consumers.Madison & Vine—the intersection of Madison Avenue and Hollywood—represents the merging of advertising and entertainment.
- #16: Note to InstructorThis YouTube Web link is to a funny Southwest Airlines ad. It stresses the need to get away and the low prices the airline offers.
- #19: Note to InstructorDiscussion QuestionCategorize the execution of this YouTube ad.It is one of the cavemen ads for Geico. They should notice that the caveman has become a personality and this has a bit of lifestyle advertising involved.
- #20: Note to InstructorIn slideshow view, click on movie icon to launch eTrade video snippet. See accompanying DVD for full video segment
- #21: Note to InstructorAn example of this is given in the text:Doritos held a “Crash the Super Bowl Challenge” contest that invited consumers to create their own video ads about the tasty triangular corn chips. Doritos received 1,080 user-generated videos and posted the top five on the contest Web site, where consumers could view the ads and vote for a winner. The five finalists received a $10,000 prize and PepsiCo showed the winning ad during the Super Bowl. The campaign was a smashing success.
- #24: Note to InstructorWhen selecting specific media vehicles, the planner must consider the cost of the media as compared to its effectiveness by evaluating:Audience qualityAudience engagementEditorial quality
- #25: Note to InstructorThe text gives the following example:Tiny billboards attached to shopping carts.Ads on shopping bags.Decals on supermarket floors. Supermarket eggs are stamped with the names of CBS television shows.At the local laundromat, you load your laundry through a clever Pepto-Bismol ad plastered on the front of the washing machine. City trash truck sporting an ad for Glad trash bags. DVD case.Parking-lot tickets.Foreheads of college students for temporary advertising tattoos.
- #28: Note to InstructorThis Web link brings you to the homepage for Advertising Age. Depending on the amount of time the instructor has during this class, it might be interesting to explore the site with the students. At the minimum, students should write down this url, especially if they have an interest in advertising.For international advertising decisions the most basic issue concerns the degree to which global advertising should be adapted to the unique characteristics of various country markets. Some large advertisers have attempted to support their global brands with highly standardized worldwide advertising, with campaigns that work as well in Bangkok as they do in Baltimore.