A specific communication task to be accomplished with a specific target audience during a specific period of time.
Classified by their primary puropse 1. inform 2. persuade, 3. remind
Used when introducing a new product category. Builds primary demand. ex. early producers of DVD players first had to inform consumers of the image quality and convenience benefits
Comparative Advertising- directly or indirectly compares the brand with one or more other brands
becomes more important as competition increases. builds selective demand ex. DVD players became established, then Sonytried to persuade consumers that its brand offered the best quality for their money
Important for mature products, helps maintain customer relationships and keeps customers thinking about the product. ex. Expensive coa-cola tv ads primarily build and maintain brand relationship rather than inform or persuade customers to buy in the short run.
Geral message tha will be communicated to consumers -Identify customer benefits that can be used as advertising appeals
"Big Idea" Brings message strategy to life and appeals to advertising campaign
Should be 1. Meaning ful 2. Believable 3. Distinctive
What is message execution
the Advertiser turns the big idea into an actual ad, capturing the target market's attention and interest
What is execution style
The approach, style, tone, words, and format used for executing and advertising message.
Slice of life
Style shows one or more "typical" people using the product in a normal setting. ex. silk soymilk- "rise and shine" ad shows a young professional starting the day with a healthier breakfas and high hopes
Lifestyle exectuion style
product fits in with a paricular lifestyle e
Fantasy execution style
Creates a fantasy around the product or its use ex.
Mood or image execution style
builds a mood or image around the product or service, such as beauty, love, or serenity
Musical exectuion style
shows people or cartoon characters singing about the product
Personalitly symbol execution style
creates a character that represents the product. Maybe animated, or real ex. Mr. Clean, tony the tiger, GEICO Gecko Lonely maytag repairman, GEICO cavemen
Technical expertise exectution style
shows company's expertise in making the product ex. samuel adams
Testimonial evidence or endorsement execution style
highly believable or likable source endorsing the product. ex. ordinary people saying how much they like the product, subway's spokesman Jared, or celbrity such as vanessa williams
Consumer Generated Messeages
ex. youtube videos, brand website contests -Diet coke mixed with mentos candies on youtube, produced a windfall of free buzz for coca cola.
They are: -relativly inexpensive -creative ideas -fresh perspective on brand -boosts consumer involvement
Steps in selecting advertising media
1) Deciding on reach, frequency, impact 2. choosing among major media types 3. selecting specific media vehicles 4. decding on media timing
What is Reach
Measure of the percntage of people in the target market who are exposed to the ad campaign during a given period of time
What is Frequency
measure of how many times the average person in the target market is exposed to the message
What is Impact
the qualitative value of the message exposure through a given medium
Selecting media vehicles
involves decisions presenting the media effectively and efficiently to the target customer and must consider the message's: -impact -effectiveness -cost examples of vehicles-30 rock, ABC world news tonight, newsweek, bogue, ESPN the magazine
What is Narrowcasting?
focusing the message on selected market segments -lowers cost -targets more effectively -engages customers better
Deciding on ad timing
planner must consider -seasonality ex. - halmark advervtising greeting cards during holidays
-pattern of the advertising continuity- scheduling within a given period, evenly pulsing-scheduling ads unevenly over a given time perion
Return on Advertising Investment
net return on advertising investment divided by costs of advertising investment
-Communication effects -Sales and profit effects
What are communication effects in RAI (Return on Advertising Investment)
indicate whether the ad and media are communicating the ad message well.
Should be tested before or after the ad runs
What is Sales and Profit Effects? RAI
Compares past sales and profits with past expenditures or through experiments -effected by product features, price, availablilty
International Advertising Decisions has caused advertising to become...
more standardized. making the same advertisement applicable to other countries and cultures.
PR Press relations or press agency
Creating and placing newsworthy info in the news media to attract attention to a person, product, or service
PR Product Publicity
publicizing specific products
PR Public Affairs
Building and maintaining national or local community relations
Buiolding and maintaing relations with legislators and governement officials to influence legislation and regulation
PR Investor relations
maintaining relationships with shareholders and others in the financial community
Public relations with donors or members of nonprofit organizations to gain financial or volunteer support
The Role and Impact of Public Relations
-lower cost than advertising while having a strong impact on public awareness -ex. Nintendo held preview events for Wii, attracted media and consmbers - Described as a marketing stepchild because of its often limited and scattered use.
- two marketing consultants conclude that "advertising doesn't build brands, PR does" -
Major Public Relations Tools
news speeches special events written materials audiovisual materials corporate identity materials public service activities buzz marketing social networking mobile tour marketing internet
Want to see the other 43 Flashcards in CH 15?JOIN TODAY FOR FREE!