Advertising module

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ADVERTISING&

PUBLIC RELATIONS

Presentation Specially Developed For

Advertising in a *NUTSHELL™ PRODUCTIONSby

George E. Ablay

* a subsidiary of AMERICAN ENGLISH® [email protected] Copyright© 2013

mailto:[email protected]

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Dear Student,

This Advertising Module comprises of just 5 lectures and a final test on the sixth meeting.

Hopefully you can attend all five preparatory meetings to get the most out of the module.

Theory will be combined with a few 'case studies', such as the “Microsoft Crafting Image”

case and websearches.

Enjoy the material and lectures,Which are predominantly based on

Ferrell & Pride's book“Marketing Concepts and Strategies”

and don't forget to take notes where you can,as it is one of the most effective tools in learning.

Any questions?

Email me at [email protected]

George Ablay

mailto:[email protected]

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●Objectives 4●What is Advertising? 5●Types of Advertising 6●Other types of Advertising Categories 7●Institutional Advertising 8●Advocacy Advertising 9●Product Advertising I 10●Product Advertising II : Pioneer Advertising 11●Product Competitive Advertising Example 12●Product Advertising III: Competitive Advertising 12●Product Advertising IV: Comparative Advertising 14●1988 Trademark Law Act 15●Reminder Advertising 16●Reinforcement Advertising 17

●Table of Contents; part 2 18(Developing an Advertisement Campaign)

Table of ContentsPart 1

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Objectives✔ To become aware of the nature and types of advertsising✔ To explore the major steps involved in developing an advertising campaign✔ To find out who is responsible for developing advertising campaigns✔ To gain an understanding of Public Relations (and understand its relationship with advertising)✔ To analyze how public relations is used and evaluated

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Advertsing; what is that?Advertising = “paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media.” (Pride & Ferrell, 2000)

Mass media = television, radio, internet, newspapers, magazines, direct mail, outdoors displays (bill boards), and signs on mass transit vehicles.

Goal is to reach a variety of audiences by creating visibility of product/service, brandname, company and people.

Advertisers do so by using the concept of: A.I.D.A.(attract Attention & awareness; raise consumer's Interest; create Desire by showing need satisfaction; ask for consumer Action)

Who uses advertising?: Government; Businesses, Churches and other non-profit organizations; NGO's; Universities etc.

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Types of Advertising

1. Institutional Advertsing2. Advocacy Advertising (a type of organizational advertising)

3. Product Advertising4. Pioneer Advertising5. Competitive Advertising6. Comparative Advertising 7. Reminder Advertising8. Reinforcement Advertising

Forms of product advertising

(type of competitive advertising)

Also checkout this website for more ideas on categorization: http://advertising.about.com/od/advertisingprojects/a/Different-Types-Of-Advertising-Methods.htm

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Other Advertisement Categories

As you may have heard of please remember they're advertisement categories still in some way a form of: such as:

●Social Media Advertising product/service advertising●Guerilla Advertising product/service advertising●Informative Advertising other name for category advertising●Public Service Advertising advocacy advertising●Celebrity Advertising product/service/advocacy/institutional advertising●Surrogate Advertising product advertising

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1. Institutional Advertising1)“Institutional advertising” promotes organizational images, ideas, and political issues.

Used to create or maintain an organizational image.

“IA” usually deals with broad issues ranging from company's strength to friendliness of employees.

Example: A company that has changed its logo and tries to explain the philosophy behind the change (and how this adds value for the customer).

Often aimed to create a more favorable view of an organization to the general public, shareholders and nonconsumer groups.

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2. Advocacy Advertising

2) “Advocacy Advertising” is a form of organizational advertising:

When a company promotes its position (its opinion) on a public issue it is referred to as “advocacy advertising”.

Example: Government launches a public statement on TV about a recent tax increase; abortion; welfare or international trade coalitions to explain their decisions to the general public.

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3. Product Advertising

3) “Product Advertising” promotes the uses, features, and benefits of a product.

Two types of Product Advertising:

A) Pioneer Advertising

B) Competitive Advertising

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product advertising cont.'d 14. Pioneer Advertising

A) Pioneer Advertising (4):

Used to stimulate demand for a product category (rather than for a specific brand!)

By informing customers about the 'non- specific brand product's benefits, features and uses.

Primarily done at the “Introductory Stage” of the product's life cycle: a) introductory; b) growth; c) maturity; d) decline)

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Competitive Advertising

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product advertising cont'd 35. Competitive Advertising

B) Competitive Advertising (5):

Used to stimulate demand for a specific brand.

By informing customers about the potential benefits of a specific product,..

often directly comparing it with the competitions' products, if so.....

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product advertising cont'd 46. Comparative Advertising6) B.1. Comparative Advertising:

When two or more brands are being compared on the basis of one or more product characteristics.

Usually the brand promoted has lower market share, compared to brands with highest market share in a product category.

Often used with soft drinks, toothpaste, pain relievers, foods, tires, automobiles and detergents.

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Marketer Be Aware!

“1988 Trade Law Revisions Act”, which provisions' state that we cannot misrepresent the qualities or characteristics of competing products.

If we do so anyway, we can expect major law suits (at least in the U.S.)

So..don't get too carried away in your enthusiasm in “putting the competition down”, or an initial 'smile' may turn into a sour face, since “libel and slander” may end up costing your company millions of dollars!

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7. Reminder Advertising7) Reminder Advertising:

Tells customers that an established brand is still around and re-emphasizes its benefits, uses and characteristics.

Example: If “Snickers”, the famous and long known chocolate-peanut candy bar, launches an advertising campaign to re-emphasize its full load of peanuts and caramel, to remind us that its still here in the midst of plenty of competing candy bars.

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8. Reinforcement Advertising

8) Reinforcement Advertising:

Assures current users of a product that they have made the right brand choice, which functions to re-assure the customers.

It also lets them know how to get the most benefit from the product.

Also checkout this website page for further categorization of advertising types:http://www.buzzle.com/articles/different-types-of-advertising.html

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Table of ContentsPart 2

●Developing an Avertisement Campaign 18●ID CDD CEE or the 8 steps in creating an Ad Campaign 19●Identifying and analyzing a Target Audience 20●Defining the Advertising Objectives 21●Creating the Advertisement Platform 22●Determining the Advertisement Appropriation 23●Developing the Media Plan 29●Creating the Advertising Message 33●Executing the Campaign 41●Evaluating Advertising Effectiveness 42●Public Relations 47●Evaluating Public Relations Effectiveness 53●Dealing with Unfavorable Public Relations 55●Task 1; Microsoft Crafting Case 56●Task 2: BP Gulf Oil Spill Case 57●Test preparatory Questions 58●References 65

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Developing an Advertising Campaign

Objective is to create a series of advertisements and placing them in various advertisment media to reach (a) target audience(s).

There are approximately 8 steps in the process:

ID CDD CEE

Check out these campaigns and their objectives:http://www.ddrewdesign.com/blog/index.php?cmd=article&id=136

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ID CDD CEE: 8 steps in an advertising campaign

1) Identify and analyze a target audience2) Define advertising objectives3) Create an advertising platform4) Determine advertising appropriation (funds)5) Develop a media plan6) Create an advertising message7) Execute the campaign8) Evaluate the advertising effectiveness

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Identify & Analyze a Target Audience

A 'target audience' is the group at which the advertisements are aimed at.

This helps in establishing an information base.i.o.w.:

WHO TO SHOW / TELL WHAT

Information needed:(the more we know, the better) 1. Age 4. Sex (gender)

2. Income 5. Education3. Race

Example: When focusing in on specific age group it is of crucial importance to use age appropriate language for more effectiveness.

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Defining the Advertising ObjectivesNext we need to determine the objectives (inform, persuade, remind), i.o.w.:What do we want to accomplish with the campaign?

Objectives (determine what kind of advertising) must be clear and measurable! (how else do we check success after campaign?)

Use “benchmarks” and indicate how far to deviate from these.

Example: If objective is to increase sales: State current sales levels (benchmark), and state how much you wish to gain from the campaign (in $ or %)

Note: Although most marketers seek sales increases, sometimes through Product-Awareness; stated as a “communication objective”:“to increase product feature awareness from 0-40% within 6 months in our target audience”.

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Creating the Advertising Platform“Advertising Platform” means the basic issues or selling points to be included in the advertising campaign.

A single advertisement in a campaign (=a series of advertisements) may address just one of the issues.

Surveys used to measure customers' priorities and preferences in a product, service or political party. If wrong message: Campaign may fail!

Must include strong competitive features of the advertised brand, not just customers' important issues.

Research is expensive, therefore an “advertsing platform” is often based on opinions from employees in the firm or the advertsing agency (“trial-and-error approach”).

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Determining the Advertising Appropriation

“Advertising Appropriation” simply means the budget (total amount of money) for a specified period for advertisement.

Main determiners for the budget include:

1. Geographic size of the market2. Distribution of the market3. Type of product advertised4. Firm's sales' volume vs. competitor's sales volume

Small Advertisement budgets for business products (e.g. copy machines) compared to product sales.

Large Advertisement budgets for consumer/convenience items such as soft drinks, soaps, and cosmetics.

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determining the Advertisement Appropriation cont.'d 1

Several techniques to be used to determine budgets:

1) Objective-and-task approach2) Percent-of-sales approach3) Competition-matching-approach4) Arbitrary approach

We will discuss the details of each approach next.

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Determining Advertisement Appropriation

1) Objective-and-Task ApproachBudgeting for an advertising campaign by:

1.Determining its objectives (what to gain) and then;2.Estimating the cost of all the tasks needed to attain them.

“Although most logical”;Problem:

Accurately estimating the cost of all efforts needed to get the expected results

Example: Coffee marketer has trouble determining how much TV advertising needed to raise a brand's market share from 8 to 10%

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2) Percent-of-Sales Approach

Budgeting for an advertising campaign byMultiplying the firm's.....

1. Past sales2. Expected sales (growth or decline)

.....by a standard percentage (based on firm's regular advertisement

spending or industry average)“Although most favorable”;Problem:

This idea assumes that sales create advertising, not other way around. Thus..when sales decline, advertising budget may too, but this could jeopardize sales further!

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3) Competition-Match-Approach

Determining an advertising budget by:

Trying to match the competition's ad campaign (cost)

Usually tracked quarterly on national and regional levelson print; radio; tv; and compared to own advert. spending.

Marketer be aware: Competitor might have deeper pockets and different objectives, so only to use in combination with other techniques.

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4) Arbitrary Approach

Budgeting for an advertising campaign as specified by a high-level executive in the firm

Problem:

Often leads to under- or over spending

If set too low >> it cannot reach its full potentialIf set too high >> financial resources are wasted

In conclusion:Correct appropriation is critical for an advertising campaign's success and a company's or its brand's survival.

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Developing the Media Plan

A Media Plan specifies the media vehicles and the schedule for running the advertisements

Media vehicles are: specific magazines, tv stations, newspapers, radio stations, bus lines, internet, postal service (public transport advertising) etc.

Schedule: includes the dates and times the ads will appear in the 'vehicles'

The Media Plan determines who (target audience; highest percentage = ”reach”), when, where and how often (frequency) the target will be exposed to the advertising message

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Primary goal: To reach the largest amount of people in the target that the budget will allow,

Secondary goal: Deliver the right message to the highest percentage (“reach”) of consumers in target as often as possible within budget.

Media planning is complex because we need careful study of a) demographics and b) media markets. Some TV stations can target many Asians, others many Afro- Americans, but in afternoons target kids, while at night adults in mind.. etc.

Same counts for some magazines which attract females, others males and others again teenagers for example. Each needs different approach.

Printed media used for addressing complex issues, but..TV ads more used to highlight selling points

developing the media plan continued 1

You've seen the light, but can you reach it?

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Also: food ads in full color likely better effect than in B&W in newspapers but..cost is to be considered!

The Cost Comparison Indicator lets a marketer compare the costs of various vehicles within a medium (compare cost of two magazines for ex.)

CPM = Cost Per Thousand people exposed to a one page advertisement (for magazines/newspapers)

developing the media plan continued 2

The table shows how much money businesses spend on various media >

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Creating the Advertising MessageAn Advertising Message has content and form

A Product's..● Features● Uses● Benefits ..influence >> content of the message

Characteristics in target audience..., like:● Gender● Age● Education● Lifestyle

● Race● Income● Occupation

..influence >> content & form (form = 'lay-out')

Example: When Proctor & Gamble market “Crest” toothpaste to children>>daily brushing and cavity control emphasized, but...When “Crest” advertized to adults >> tartar and plague emphasized

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creating the advertising message cont.'d 1

To communicate effectively advertisers use:

● words● symbols ...that are:● illustrations

Advertising campaign objectives also influence content and form (lay-out):

-If aim is: large sales increases >> hard-hitting /high impact language and symbols

-If aim is: increasing brand awareness >> much repetition of brand name and words / illustrations associated with it.

●meaningful, ●familiar and ●attractive

...to people in target audience

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The Advertising Platform is the foundation on which campaign messages are built.

Important factors influencing the message are...

1) Choice of Media2) Regions

(1) Outdoors display (billboards) for simple, concise messages; magazines & newspapers for more detail

(2) “Regional Issues” (versions of magazines across a nation) allow different times and areas to deliver same message or a different message

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Copy is the verbal portion of an ad

Usually Includes:1) Headlines2) Illustration3) Subheadlines4) Body copy5) Signature(1) Headline is critical!(2) Illustration should be attractive & connecting(3) Subheadline links headline to body copy(4) Body copy explains headline(5) Signature is ad's sponsor (incl. ™, logo, name and/or address; must be pretty, legible e-z to identify in various sizes)

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Developing the “Body Copy”:

a) Identify desire or problemb) Recommend product as best way to solve or satisfyc) State product's advantages and explain why best optiond) Substantiate advertising claims (show proof / results)e) Ask buyer for action

(d) be credible so proof will strengthen image of product and integrity of company

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Radio Copy must be informal and conversationalto attract listener's attention (usually 'not tuned in')

Radio copy must be short; in familiar terms(not over 2,5 words per second) >> repetition is key!

Television Copy designed to make optimal use of visual effect (demonstrations), and audio should not overpower visual

TV Copywriting procedure': 1.Video in left column ; Audio in the right column ('parallel form')2.Copywriters and artists combine copy with visual material

to create >>>>> storyboard3.Technical personnel use storyboard as blueprint for commercial

Storyboard = series of miniature tv screens combining copy with visual (sketches) and audio script to show sequence of scenes in commercials

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Storyboard used for commercial for AutoNation™ USA (largest auto dealership network in America)

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The Layout of an advertisement is the physical arrangement of the illustration and the copy (-headline, subheadline, body copy and signature).

Final layout is product of several stages that develop exchange of ideas among people who develop the advertising campaign >> used to instruct production personnel.

Illustrations can be photos, drawings or graphs/charts/tables:

Used to attract attention and convey the message (sometimes difficult to put into words) (“a pictures says it all”)

Illustrations can express:●Contrast●Comparison●Diagrams●Testimonials Layout & Illustrations = Artwork

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Executing the Campaign

After completion of the Media Plan and the Advertising Message it's time for...”Action”!

Campaign execution requires extensive planning, scheduling and coordination.

Parties that may be involved:●Production companies●Research organizations●Media firms●Printers●Photoengravers●Commercial artists

All must be synchronized for on-time delivery of services and products!

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Evaluating Advertising Effectiveness

What must be evaluated?:●Achievement of advertising objectives●Assessing effectiveness of copy● “ “ “ illustrations● “ “ “ layout●Evaluating media

When to evaluate? Before > During > AfterBefore = “Pretest” to use a consumer jury (panel of buyers)During = “Inquiries” to use coupons, toll free phone no.

or form; then responses measured to determine effectiveness of advertisement (most response=superior)

After = “Posttest” to use according to advertising objectives(if objective is to increase brand awareness > do survey)

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evaluating advertising effectiveness cont'd 1

Three types of Posttesting, based on 'memory':

1) Recognition test: show print ad to respondents ask if they recognize it. If “yes”>more Q's

follow to see how much is remembered from the advertisement > determine degree of effectiveness of Ad

2) Recall test: respondents do not get to see ad, but are asked what they have seen or heard recently.

3) Single source data: sophisticated technique to track consumer behavior by monitoring when TV watching is done and on what TV station. Micro computers in preselected homes record and collect data. Also membership cards with buyers' personal data etc: Scan and record purchases at checkout >> links exposure of ads to purchase behavior!

Unaided Recall Test:subject identifies ads, w/o clues

Aided Recall Test:subjects see list of products

with brandnames, products, companies

! People more likely to buy something if they remember an advertisement of it.

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evaluating advertising effectiveness cont'd 2

Changes in sales and market share hard to measure accurately because of..

..external influences:●Competitor's actions●Government actions●Changes in economy●Changes in consumer preference●Weather changes

By using “benchmarks” (past sales figures vs. current sales) and advertising expenditures data, marketers make gross estimates of effects of campaign on sales and market share.

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Who Develops the Advertising Campaign?

By one person or a team either inside firm's own marketing department or through external agency

Small firms: one or two people inside, but depend greatly on local newspaper, or broadcast station for copywriting, artwork and advice about scheduling.

Large firms: ●Either members of their own advertising department (copywriters; artists; media buyers; technical production coordinators) or ..●External advertising agency (less dependence for wholesale and business products; but more reliance for consumer products)

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who develops the advertising campaign? cont'd 1

Advertising agencies often have good access to highly skilled experts in regards to:

-research-legal advice-media

They are also more objective toward a company's product.

Advertising agencies normally receive 15% commission from media, makes it more affordable for advertisers.

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Public Relations

Public Relations is a broad set of communication efforts to create and keep favorable relationships between an organization and its audiences.

Audiences are referred to as

●Internal : employees, shareholders, suppliers●External : consumers, government, media, investors

PR can be used to promote:People ActivitiesProducts IdeasPlaces Countries

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public relations cont'd 1

PR can help a company to maintain image of●Innovativeness●Social responsibility●Dependability

This helps keeping up:●Public awareness ●Employee morale●Media attention

Media often report on news stories that involve the general public/communities >>> PR helps maintaining positive public visibility

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Main PR print tools: Annual ReportsTo communicate corporate objectives, products, image, market share, stock values and direction to general audience and media.

But other effective print tools are:Brochures; Newsletters; Company magazines; Logo's, stationery, business cards

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Other major PR tools include:

-*Speeches (at Universities; Fairs, Conventions, on e.g. New technology; materials, sustainable production methods etc.)-*Event sponsorships (sport events, parades, shows)-Publicity (news stories published free in papers on corporate expansion, acquisitions, research, new product launches etc.)-News letters/releases (300 words press releases on new product launch or safety issues etc.) -Feature articles (3000 words script for specific publication)-Captioned photographs (picture with brief description explaining)-*Press conferences (meetings prepared to inform public through various media attention)

* 'non-print'

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Event Sponsorships are special events paid for in part or in whole by a company.

Is an effective way of drawing media attention often with low budgets.

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public relations cont'd 5Press Conferences are meetings called to announce major (corporate) news events.

Media personnel are invited by letter and are supplied with video/audio tapes to broadcast stations and editorials to newspapers in the hope for publicity.Must be newsworthy, well-timed, interesting, accurate for coverage.

Advantages:-credibility (better public perception than advertisements)-news value (often very informational, extended coverage)-word-of-mouth communications -perception of being endorsed by media-low cost compared to advertisement

Disadvantage:-Media distribution not controllable.

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Evaluating Public Relations EffectivenessResearch necessary in form of:

Environmental Monitoring identifies changes in public opinion affecting an organization.

Public Relations Audit used to measure effects of a specific PR program and assess the company's image by public.

Communications Audit is done when a content analysis of messages is conducted among audience members by readability study or readership survey.

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evaluating public relations effectiveness cont'd 1

Counting publicity exposure based PR is effective tool;how often and through which channel and where public exposed to messages.

Clipping services often hired to track publicity. They clip and collect articles on company/product messages appeared in media.

TV stations are requested to track dates and times of broadcasts, however not always complied. Tracking services costly >> does not measure attitudes.

Surveys before and after media exposure can give best picture of PR results, as do sales figures!

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Dealing with Unfavorable Public RelationsPR as a result of unexpected bad events such as:-Accidents (plane crash)-Unsafe operations (resulting in personnel injuries)-Controversial corporate actions (anti-competitive behavior)

Can cause rapid downgrading of company image and products.

Negative PR prevention include:●Safety programs●Inspections●Quality Control procedures

To lessen negative effects companies must have emergency action plans in place and be forthright instead of ignoring media as it can potentially wipe out millions of dollars spent on advertisements.

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Tasks 1:Read the “Microsoft Crafting” CaseThen answer the following questions:

1. What major Public Relations tools does Microsoft use?2. Who are the major audiences Microsoft wants to reach?3. How should Microsoft evaluate the results ot its PR?4. How do you think Microsoft should have used PR to communicate its views during the antitrust trial? Explain.

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Task 2:Watch the CBS video of “BP in the Gulf 2010”

Then answer the following questions:

1. What was BP's initial response to public inquiries on the Gulf incident?2. Do you believe BP's response was correct? Explain.3. How could PR have helped in terms of damage control?4. What are the worst negative implications for BP?5. What should BP do next to recover the losses?

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Test Preparatory Questions-Answers:

,Q1. What is advertisement? "Paid non-personal communication about an organization and its products transmitted to a target audience through mass media."

Q2. What does the acronym and concept of "AIDA" mean? A. Attract Attention & Awareness from the consumer B. Raise Interest from the Consumer C. Create Desire by showing Need Satisfaction D. Ask for Action.

Q3. "Don't litter, keep our city glitter"; a. Who is most likely the sponsor behind this headline? b. What type of advertising would it fall under? a.Government b. Advocacy Advertisement.

Q4. Toyota for strong communities"; what type of advertising would this fall under? Institutional Advertisement.

Q5. "Switch to a flat panel TV, it will change your life for the better"; a. what type of advertisement is this? b. Who could be the sponsor of such a seemingly unclaimed advert? c. Why could this kind of advertsement be necessary? d. At what point would this be most appropriate (think product life-cycle). a. Pioneer Advertisement. b. An industry Association (makers of flat panel tv) c. To change consumer habits, move them from buying traditional products in a specific category to buying same product type in a new form/technological outfit, or just more of it. (Think of the "Drink Milk" ads)

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test preparatory questions cont'd 1

Q6. Most advertisements we see are what kind of advertisement: a. advocacy advertisement b. institutional advertisements c. competitive advertisement d. viral advertisement

Q7. What does the acronym "IDCDDCEE" mean? b. What does it represent? 1. Identify a target audience 2. Define advertising objectives 3. Create an advertising platform 4. Determine advertising budget 5. Develop a media plan 6. Create an advertisement message 7. Execute the campaign 8. Evaluate effectiveness. The 8 steps in the advertsing campaign

Q8. Which aspect is not an advertisement budget determiner? a. geographic size of the market b. distribution of the market c. firm's location d. product type

Q9. a.What is the problem in an "Objective-and-Task" Advert-Appropr. Approach? a. hard to estimate all the cost to raise brand awareness or sales by a set percentage. b. What is the problem in an Arbitrary Approach? b. Over-or under-spending resulting in either under utilization of campaign potential or waste.

Q10. What is a Media Plan and what purpose does it serve? The Media Plan specifies the media vehicles and schedule for running the ads. It determines who, when, where and how often the target will be exposed to the advertising message.

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Q11. With "Reach" in a Media Plan we mean: a. aiming at the target market b. the largest amount of people in a market c. keeping the Media Plan within the reach of a budget. d. sending the right message to the highest % of actual/potential consumers in the target.

Q12. "The key concept at the heart of Juenger’s fallacy — the thing which Meeker doesn’t seem to understand — is the fact that internet advertising in no way substitutes for TV or print advertising, no matter how often digital ad-sales people bring out their metrics of comparative CPMs." (Salmon, F.; 2013 blogs.reuters.com)

"CPM" refers to: a. Consumer Packaging Method b. Cost Per Thousand exposed to a one page advertisement c. Consumer Price Marketing d. Cost Per Meter of celluloid used in film production.

Q13. In 2012 most of the advertising dollars, globally were spent in ranking order: a. newspapers; tv; magazines; direct-mail c. tv; internet; newspapers; magazines b . internet; tv; newspapers; magazines d. tv; newspapers; internet; magazines

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test preparatory questions cont'd 3,Q14. "In 2011, I gave a talk to a group of online ad-sales people who were so full of the multitude of different ways that they could target and quantify their product, they literally no longer understood what brand advertising is, or why it exists, or why brands would be so foolish as to spend so much money on it. They’re quants, living in a world where something only has value insofar as it can be quantified, and where the unquantifiable therefore is perceived to have no value at all. In other words, they’re basically in the direct-marketing business: they’re the digital version of junk mail. As a result, just about every website in the world is in the business of delivering that digital junk mail to our computers and iPhones and iPads." (Salmon, F.; 2013 blogs.reuters.com)

A. According to Felix Salmon at Reuters we can infer that internet marketing is the digital equivalent of which type of advertising? a. junk mail b. brand advertising c. reminder advertising d. direct-mail advertising

B. What is the vehicle for conventional 'direct-mail advertisement'? The postal service.

C. What is the vehicle for digital advertisement & marketing? The internet.

D. How would you define “brand advertisement”? It is advertising with a strong emphasis on the company brand (logo and/or company name) also known as Integrated Marketing Communications (IMC).

http://blogs.reuters.com/felix-salmon/2011/11/14/the-future-of-online-advertising/

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Q15. "What’s more interesting is that digital advertising now accounts for almost a quarter of all media spending, 22 percent. That’s a huge milestone for a medium that accounted for only 14 percent three years ago." (Fitzgerald, T.; 2013 MediaLife Magazine)

We can conclude above all from this statement and the bar graph displayed here that:

a. internet-ad spending has surpassed print-ad spending in '12 b. magazine-ad spending is stable c. newspaper-ads are still favored d. online-ad spending is getting more expensive

Q16. Which one is/are (an) Advertisement Objective: a. inform b. persuade e. all of the above c. remind d. increase sales f. Only a. and b. are correct


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Q17. How do we best measure an advertising campaign's effectiveness: a. by conducting marketing surveys b. by setting benchmarks c. by checking the competition's repsonse d. both a. and b. are correct

Q18. When to evaluate / what to measure for Ad campaign effectiveness?: a. Before/Pretest buyer's sentiments b. During/Inquiries (coupons;forms etc.) to test change in buyer's perception. c. After/Posttesting; survey e.g. brand awareness or company's image d. All of the above

Q19. Look at the picture below and indicate the five elements of print ads:

a. -----------------------------------

b. -----------------------------------

c. -----------------------------------

d. -----------------------------------

e. -----------------------------------

h...

i...

s...

s....

b....

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Q20. What is not a non-print PR tools: a. press conferences b. circulating news letters c. speeches d. event sponsorships

Q21. What external influences can affect an Advertisement Campaign? Circle all that apply: a. Government regulation c. Changes in economy b. Wheather changes d. Changes in consumer preference

Q22. Which one is an advantage of press-conferences as a PR tool? a. credibility b. paid for by the company c. Environmentally friendly d. public coverage

Q23. What's the main PR print tool called? a. quarterly report b. annual report c. special report d. monthly report

Q24. What is a disadvantage of publicity? a. it's expensive b. it draws negative attention c. it's uncontrollable d. it's credible

Q25. What is meant by “publicity”? a. advertisement b. public awareness c. free media coverage d. city life

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Additional Materials Recommended for Viewing:

See “Marketing Videos” (for on-campus students only)A selection of relevant viewings by Advertising in a Nutshell™ Productions

References:

Jobber, D. and Ellis-Chadwick, F. (2013) “Principles and Practice of Marketing”,7th. Edition, MC Graw-Hill Higher Education, United Kingdom.

Nickels, W.G.; McHugh, J.M and McHugh, S.(1999) “Understanding Business”, 5th edition, Irwin/McGraw-Hill Companies, USA.

Pride, W. and Ferrell, O.C. (2000) “Marketing Concepts and Strategies”, Houghton Mifflin Company, Boston, N.Y.

www.ddrewdesign.com, accessed on 02/02/13

http://www.ddrewdesign.com/

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Advertising module