OHT 15.1

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Advertising

OHT 15.2

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advertising defined

A non-personal promotion form of communication with an identified sponsor using any form of mass media.

Can help to create awareness, build image and attitudes and reinforce those attitudes as reminders.

Advertising normally conforms to two basic types:

• Product oriented advertisements.

• Institutional advertisements.

OHT 15.3

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Types of advertising

Figure 15.1

OHT 15.4

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advertising and the communications mix

• Within the communications mix advertising plays a less direct but equally important role in supporting other areas of marketing activity.

• Advertising can be used to reposition a product for defensive or aggressive reasons in order to improve its competitive position.

• Advertising may support other marketing mix activities to spread demand or to reduce sales fluctuations.

• Advertising’s role will depend on a range of contexts, environments, and competitive challenges.

OHT 15.5

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Creating the advertising message

• Identify and understand the target audience.

• Appraise the product or service to determine the differential characteristics or benefits that are worth highlighting.

• Link these to the marketing and promotional objectives.

• Prepare an informative and persuasive message in words, symbols, and illustrations that will be informative, persuasive and attention grabbing to the identified target audience.

• Decide the advertising medium to be used.

• Decide on creative/product appeal.

OHT 15.6

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Creative appeals

• Rational.

• Emotional.

• Product centred.

OHT 15.7

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Customer oriented appeals

Focus here is on what the customer personally gains through using the product and can include:

• Saving or making money.

• Fear avoidance.

• Security enhancement.

• Self esteem and image.

• Usage benefits.

OHT 15.8

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Execution of consumer oriented appeals

• Humour.

• Sex.

• Animation.

• Music, visual atmosphere.

OHT 15.9

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advertising mediums

• Print - directories, newspapers, magazines or sales literature.

• Broadcasts - television, radio and cinema commercials.

OHT 15.10

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advantages and limitations of TV

• Enables sellers to communicate to a broad range of potentially large audiences.

• Has a relatively low cost per thousand viewers.

• Reaches a highly undifferentiated audience.

• High coverage means high wastage.

• Is a low involvement medium.

• Amount of time allowed for advertising is usually strictly controlled.

OHT 15.11

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advantages and limitations of radio

• An important means of broadcast communication for smaller companies operating within a restricted geographic area.

• Can play a valuable supportive role in extending reach and increasing frequency.

• Offers wide creative and imaginative advertising possibilities.

• Normally offers a low cost per time slot.

• Low involvement medium.

• Can be difficult to build reach and make an impact.

OHT 15.12

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advantages and limitations of cinema

• Can be used to reach selected audiences.

• Captive audiences.

• Can obtain greater quality and impact to that of TV due to size of screen and quality of sound.

• Often used as a secondary medium.

OHT 15.13

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advantages and limitations of magazines

• Can be presented and then examined selectively at reader’s leisure.

• Can be closely targeted to a tightly defined audience.

• Reader is more likely to be receptive.

• High quality advertising can be produced.

OHT 15.14

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advantages and limitations of newspapers

• Quick and flexible way of reaching large audiences.

• Wastage rates can be high.

• Have a shorter life span to that of magazines.

• Reproduction quality inferior to most magazines.

OHT 15.15

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Criteria for selecting advertising agencies

Figure 15.2

OHT 15.16

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Developing an advertising campaign

Figure 15.3

OHT 15.17

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Factors influencing media selection

Figure 15.4

OHT 15.18

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Pre-testing

Figure 15.5

OHT 15.19

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Advertising schedules

Figure 15.7