advertising strategy lecture 3
DESCRIPTION
These slides cover the Media Strategy stage of the Percy and Elliott 5 stage Advertising Strategy process.TRANSCRIPT
![Page 1: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/1.jpg)
3
![Page 2: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/2.jpg)
Step 5 of the planning process… what the advertiser does
![Page 3: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/3.jpg)
Out of Home
Media channels are…
![Page 4: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/4.jpg)
The channel… the media that carries the advertising
![Page 5: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/5.jpg)
…who the ad was exposed to
…it must be consistent with the objectives and ensure the campaign fulfils them
![Page 6: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/6.jpg)
816 radio stations
25.7 million facebook users, 5.8 million twitter users
![Page 7: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/7.jpg)
Visual Content Time to Process Message Frequency
TV Yes Short High
Radio Neo Short High
Newspapers Limitations Long High
Magazines Yes Long Limitations
Posters Yes Long Limitations
Internet Yes Long High
Direct Mail Yes Long Low
![Page 8: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/8.jpg)
Brand Awareness Recognition
Brand Awareness Recall
Low Involvement High Involvement
Informational Transformational Informational Transformational
TV Yes Yes Yes Yes No No
Radio No Yes Yes No No No
Newspapers Limitations Yes Yes Limitations Yes Limitations
Magazines Yes Limitations Yes Limitations Yes Yes
Posters Yes Limitations Yes Limitations Limitations Yes
Internet Yes Yes Yes Yes Yes Yes
Direct Mail Yes Limitations Yes Limitations Yes Yes
![Page 9: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/9.jpg)
Thinking Feeling
Level o
f Invo
lvemen
t
High
Lo
w
Informative (Thinker) Car – House - Furniture
Affective (Feeler) Jewelry – Cosmetics - Fashion
Model: Possible Implications Test: Media: Creative:
Learn – Feel – Do Recall, Diagnostics Long Copy, Reflective Specific Information, Demonstration
Model: Possible Implications Test: Media: Creative:
Feel – Learn – Do Attitude Change, Emotional Arousal Large Space, Image Specials Executional, Impact
Habit Formation (Doer) Food – Household Items
Self Satisfaction (Reacter) Cigarettes – Alcohol - Sweets
Model: Possible Implications Test: Media: Creative:
Do – Learn – Feel Sales Small Space Ads, 10 second IDs, Radio, POS Reminder
Model: Possible Implications Test: Media: Creative:
Do – Feel – Learn Sales Billboards, Newspapers, POS Attention
![Page 10: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/10.jpg)
Rossiter-Percy planning grid...
Instead involvement is seen as purchase specific
![Page 11: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/11.jpg)
Motivation
Informational Transformational
In
volv
emen
t
Lo
w
Hig
h
Fast Food
Holiday
Banking
Credit Card
![Page 12: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/12.jpg)
![Page 13: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/13.jpg)
…the demographic profile of the media used provides evidence of the likely target audience selected for the campaign.
![Page 15: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/15.jpg)
![Page 16: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/16.jpg)
TV… £4.16billion
![Page 17: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/17.jpg)
![Page 18: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/18.jpg)
![Page 19: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/19.jpg)
Should reach a mass audience (ITV1 Prime Time) - target audience objective therefore wide, hence choice of media cost-effective in terms of reach and frequency. Regional?
![Page 20: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/20.jpg)
![Page 21: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/21.jpg)
When did the message reach the audience and what does this say about the strategy? (Time of year, week, day)
How does this media relate to the type of message the advertising conveys?
![Page 22: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/22.jpg)
Usually a combination of media: several channels and
then several vehicles within each channel
![Page 23: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/23.jpg)
![Page 24: Advertising Strategy Lecture 3](https://reader036.vdocuments.net/reader036/viewer/2022081414/5485e8a4b47959190d8b4f5b/html5/thumbnails/24.jpg)
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford
University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,
Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
Go to Library Online and look for recent articles in academic journals (via
EBSCO and Emerald) and on WARC using “advertising strategy” as your
search words.