advertising direct marketing. u.s. advertising expenditures ($ millions)
TRANSCRIPT
![Page 1: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/1.jpg)
Advertising Direct Marketing
![Page 2: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/2.jpg)
U.S. advertising expenditures ($ millions)U.S. advertising expenditures ($ millions)
![Page 3: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/3.jpg)
Types of Advertising
• Product advertising - message focuses on a specific product
• Institutional advertising - message focuses on activities, personality, or point of view of a company– advocacy advertising– public service advertisements (PSAs)
![Page 4: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/4.jpg)
Who Does Advertising?
• An advertising campaign is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time
• Agencies– limited-service– full-service
![Page 5: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/5.jpg)
Alternative structures of advertising agencies used to Alternative structures of advertising agencies used to carry out the advertising programcarry out the advertising program
![Page 6: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/6.jpg)
The Body of Campaign Creation
• Account management (soul)
• Creative services (heart)
• Research and marketing services (brains)
• Media planning (legs)
![Page 7: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/7.jpg)
Developing the Campaign
Identify the Target Market
Establish Objectives: Message and Budget
Design Ad Campaign
Pretest Campaign
Choose Media and Schedule
![Page 8: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/8.jpg)
Who is the Target Market?
Successful campaignsspeak to the target audience.
![Page 9: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/9.jpg)
Establish Objectives
• Message goals (adverbials)
• Budget– Comparative parity– % sales– Objective-Task– All you can afford
![Page 10: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/10.jpg)
Design the Ad
• Creative strategy is the process that turns a concept into an advertisement
• Creatives try to develop a “big idea”
• Creatives:– art directors– copywriters– photographers
![Page 11: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/11.jpg)
Advertising Appeals
• Reasons Why (USP)
• Comparative Advertising
• Demonstration
• Testimonial
• Slice-of-Life
• Lifestyle
• Fear
• Sex
• Humor
• Slogans and Jingles
![Page 12: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/12.jpg)
Name that Brand!
• Double your pleasure, double your fun
• Good to the last drop
• My bologna has a first name….
• I’d like to buy the world a _____
![Page 13: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/13.jpg)
Pretest What Will Be Said
• Copy testing measures ad effectiveness– Concept testing– Test commercials (with animatics or
storyboards)– Finished testing
![Page 14: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/14.jpg)
Pretesting – Finished Testing
• Jury Tests
• Theater Tests
• Portfolio Tests
![Page 15: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/15.jpg)
Choose the Media
• Media planning is a problem-solving process for getting a message to a target audience in the most effective fashion– Where to say it– When to say it
![Page 16: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/16.jpg)
Television
• Pros– Creative and flexible– Prestigious– High impact messages– Network TV is cost
effective for reaching mass audience
– Cable TV is good for reaching targeted group
• Cons– Quickly forgotten– Requires frequent
repetition– Increasingly
fragmented audiences– High costs on an
absolute basis– Shorter ads result in
increased clutter
![Page 17: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/17.jpg)
Radio
• Pros– Good for selective targeting
– Heard out of home
– Relatively low cost
– Can be modified quickly
– Uses listener imagination
• Cons– Listeners may not pay full
attention
– Small audiences mean ads must be repeated frequently
– Not appropriate for products requiring demonstration
![Page 18: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/18.jpg)
Newspapers
• Pros– Wide exposure and
extensive market coverage
– Flexible format permits use of color, different sizes and editions
– Useful for comparison shopping
– Local retailers can tie in with national ads
• Cons– Most don’t spend much
time reading newspapers
– Low readership among teens and young adults
– Short life span
– Very cluttered
![Page 19: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/19.jpg)
Magazines
• Pros– Narrowly targeted
audiences by specialized magazines
– High credibility and interest level provide good ad environment
– Long life span and pass along rate
– Excellent visual quality
• Cons– With exception of direct
mail, the most expensive form
– Long deadlines
– Must use several magazines to reach target
![Page 20: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/20.jpg)
Outdoor
• Pros– Very high reach
– Low cost
– Good for supplementing other media
• Cons– Hard to communicate
complex messages
– Cannot demonstrate product effectiveness
– Controversial and disliked
![Page 21: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/21.jpg)
Out-of-Home Media
Billboards provide reach and grab attention!
![Page 22: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/22.jpg)
Direct Response
• Pros– Ads can target extremely
narrow audiences
– Messages can be timed
– Easy to measure effectiveness
• Cons– High cost per exposure
– Target lists must be constantly updated
– Ads lack credibility among many consumers
![Page 23: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/23.jpg)
Innovative Media
• Place-based media - transmit messages in public places
• Guerilla marketing - use unconventional locations and intensive word-of-mouth campaigns to push products
![Page 24: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/24.jpg)
Internet Advertising
• Banners
• Buttons
• Sponsorships
• Search engine and directory listings
• Pop-up ads
• Email– permission
marketing– spamming
• Web site design
![Page 25: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/25.jpg)
Media Scheduling
• Specifies the exact media to use for the campaign, when and how often the message should appear
• Outlines the planner’s best estimate of which media and vehicles will be most effective in attaining campaign objectives
![Page 26: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/26.jpg)
Factors Affecting Media Scheduling
• Target market profile
• People reached by different vehicles
• Advertising patterns of competitors
• Capability of medium to convey desired information
• Compatibility of product with editorial content
![Page 27: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/27.jpg)
![Page 28: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/28.jpg)
Media Scheduling: How Often?
• Continuous - steady stream throughout year
• Pulsing - varies amount of advertising based on when product is in demand (e.g., suntan lotion)
• Flighting - advertising appears in short, intense bursts alternative with period of little to no activity
![Page 29: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/29.jpg)
Media Schedule
![Page 30: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/30.jpg)
Evaluating Advertising
• Posttesting means conducting research on consumers’ responses to advertising messages they have seen or heard– unaided recall– aided recall– attitudinal measures
![Page 31: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/31.jpg)
Evaluating Advertising
• Post testing the advertising– Aided Recall (Recognition-Readership)– Unaided Recall– Attitude Tests– Inquiry Tests– Sales Tests
• Making needed changes (feedback)
![Page 32: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/32.jpg)
Direct Marketing
• Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product
![Page 33: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/33.jpg)
Forms of Direct Marketing• Mail order
– Catalogs– Direct mail
• Telemarketing• Multilevel sales• Direct response television
– Infomercials– Home shopping networks
![Page 34: Advertising Direct Marketing. U.S. advertising expenditures ($ millions)](https://reader031.vdocuments.net/reader031/viewer/2022032705/56649d8d5503460f94a76516/html5/thumbnails/34.jpg)
M-Commerce
• Promotional activities transmitted over mobile phones and other mobile devices such as personal digital assistants (PDAs)– Prevalent in Europe and Asia