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Marketing Mix: Promotions Part 2• Advertising
• Defining
• Types of Advertising
• Who Creates Advertising
• Steps of an Ad Campaign
Advertising: The What and Who (pgs 410 – 413)
Advertising is:A form of marketing communicationPaid for by an identified sponsorNon-personal and one-wayUsing mass media
Product Advertising
• Focus is on specific good or service
Institutional Advertising
• Corporate• Advocacy• PSA
Retail & Local Advertising
• Focus is on specific store or local service
Advertising: The What and Who (pgs 410 – 413)
Advertising is:A form of marketing communicationPaid for by an identified sponsorNon-personal and one-wayUsing mass media
Advertising is created by:In-house marketing departmentAdvertising agencyUser-Generated
Ad Campaign – a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.
Developing an Ad Campaign (pgs 414 – 428)
Understand the Target
Audience
Message & Budget
ObjectivesCreate Ads Pretest the
Ads
Choose Media Types
Evaluate
Steps 1 and 21. Understanding the Target Audience requires research to:
1. Decide on what type of message the consumer will understand and respond to2. Decide on media strategies (type and time) that will get the message to the consumer
2. Establish objectives for message and budget1. Decide if message will:
1. Inform2. Persuade3. Remind
2. Budget is decided on1. Percentage of overall communication budget2. Percentage-of-sales method3. Objective-task method
Step 3: Creative Elements Appeals- Central idea of the ad, the basisRATIONAL APPEAL EMOTIONAL APPEAL
Step 3: Creative Elements Appeals- Central idea of the ad, the basisREMINDER APPEAL TEASER APPEAL
Step 3: Creative Elements: Execution Formats- Basic structure of message
Comparison
Names 1+ competitors
Very effective
Risky of developing a negative tone
Best if product has a specific feature
Demonstration
Shows product in action
Most useful when informing consumer is
needed
Storytelling
Very short movies with plots
Product is involved in a secondary view
Product may not even appear until end
Step 3: Creative Elements: Execution Formats- Basic structure of message
Testimonial
Uses of celebrities as endorsers (very
expensive)
Use of the common consumer
is very effective
Slice of Life
Dramatized scene from everyday life
Effective for everyday products
LifestylePerson(s) attractive
to target market
Located in an attractive setting
Product is part of the scene
Step 3: Creative Elements: Tonality- Mood or attitude of ad
• Straightforward• Humor• Dramatic• Romantic• Sexy• Apprehension/Fear
Mood or Attitude
Step 4: Pretest the Ads1. Pretesting….
1. Research on the reactions of advertisements
2. Occurs early in the campaign3. Centers on gathering basic
information4. Minimizes mistakes
Step 5: Media TypesTV Radio Newspapers Magazines
Directories Out-of-Home Internet Websites Placed-based
Branded Entertainment Advergaming Mobile
Phones
Step 6: Evaluation of Campaign1. Posttest
1. Research measures consumers’ responses
2. Unaided Recall3. Aided Recall4. Attitudinal Measures
