CHAPTER 16 Be Creative With Advertising Mrs Piotrowski

CHAPTER 16: Be Creative With Advertising Mrs. Piotrowski Principles of Marketing 1

SECTION 1: WHAT IS ADVERTISING? 2

ADVERTISING - Any paid form of non-personal promotional communication by an identified sponsor. It is paid for by an organization and sent to an audience through a mass medium. (The name of the sponsor is clearly stated, and that sponsor controls the message that is sent. ) - Used by for profit companies and churches, educational institutions, political organizations and government agencies. 3

ADVERTISING FACTS: 1. In the US, total advertising are over$250 billion a year. 2. Companies rely heavily on advertising todrive demand for their products and services. 3. Developing targeted, effective ads is alengthy and expensive process. 4. In addition to delivering a message, advertising typically aims tosell a specific product, build a brand or, most often, a combination of the two. 4

List 3 product advertisements you have seen or heard recently. . E LV SO What medium was used for each ad? 5 Have you seen or heard the same product advertised using a different medium? 5 5 5

TWO APPROACHES TO ADVERTISING 1. Product Advertisinggives the benefits of a specific product or service. It gives at least one product attribute as a reason for purchasing a product. “Phillips energy-saving light bulbs save money on your power bill. ” 2. Brand Advertisingaims to build an image. • A brand is the accumulation of all the tangible and intangible qualities of a company or product line. These elements create brand character. IE: Coca. Cola. . taste, color, fun, young… 6

TWO APPROACHES TO ADVERTISING 1. Brand advertising uses common elements to define what a product or company stands for and to give it a personality in the minds of consumers. 2. Advertising for a company is called corporate advertising. 7

TWO APPROACHES TO ADVERTISING 1. Brand advertising examples: A buick commercial on tv or a Mc. Donald’s ad on a billboard 2. Product advertising examples: A Campbell’s soup commercial on tv or a max factor cosmetic ad in a magazine. **Almost all advertising is a mix of product and brand advertising 8

THE ADVERTISING AGENCY An advertising agency is a company that specializes in creating advertising. There are many roles that people play at an advertising agency: • Account executive– the key liaison between the client and the agency. • Account planner– spends time on finding the target market. 9

THE ADVERTISING AGENCY • Media planner– the person who develops the media plan which is a detailed listing of where and when ads will run. (they create a media plan to give business best coverage of target market for least amount of money) • Art director – has talent in design and responsible for how the ad will look. • Copywriter – background in writing and writes the copy/text/words for the ad • Creative director– oversees the creative team. . makes sure it conveys the right message. • Producer – facilitates everything that goes on once client is 10 on board and also responsible for staying on budget.

SECTION 2: ADVERTISING PLANNING 11

Think of an ad that you’ve seen that seems to be out of place (wrong medium, wrong time, etc. ). What medium and/or time would have been more appropriate? Why? 12

Some of my examples…. . • Having a “female” product ad on a kids TV cartoon show • Having an “adult” product of any sorts on before 8 pm. Here are more that are located poorly. . 13

14

15

16

17

18

19

20

THE PLANNING PROCESS • An advertising planis a document that outlines the activities to be completed and resources needed to create advertising. • An advertising campaignis a series of related advertisements with a similar look, feel, and theme that centers on a specific product, service, or brand. 21

THE PLANNING PROCESS 1. Set Objectives – the desired results to be accomplished within a certain period of time. Elements Plan for Seaside Resorts Sales Objective Increase reserved summer rentals by 10% by February 15 th Communication Make reservations by February 15 and save $100 off the weekly rate. Target Market Families living in California who spend one week or more at the 22 beach every year.

2. Determine the Budget – 4 methods…. • What you can afford…. (Typically… “I can’t afford anything”) • Percentage of sales (Sales x 10 %-for example If sales were $200, 000… I’d spend $2, 000 in advertising) 23

2. Determine the Budget – 4 methods…. • Competition matching Frosty’s spends same as Dairy Queen. . . is this a good/possible method? • Objective and task (most effective) Spending what you need to get your message out to your target market 24

3. Develop the Creative Strategy – how the company positions its brand or product in its advertising Strategic brief – members of the team write a short document that defines the target market and articulates the main message of the advertising…. guides the rest of the process. 25

● What is the total cost of the medium? ● What is the cost per viewer? Cost ● Does the cost fit into the advertising budget? ● Is it the most effective use of advertising dollars? ● What is the overall circulation or viewership? Reach (total number of people ● Will it reach the target audience? who see the ad) ● Is there a strong pass-along rate? Frequency ● How often will the target audience see the (# of times advertising message? ● How many viewings does it take for the target message to “stick”? audience members ● After how many viewings does “wear-out” are exposed occur? to ad) 26

Lead Time ● How long before running the advertising does (amount of the medium outlet require the ad materials? time ● How flexible is this medium? required to ● Can the ad materials be ready by the medium’s place an ad) deadline? Creative, ● Does the medium fit the message? Brand, and ● Is the medium a good fit for the brand? Corporate ● Does the medium fit the company philosophy? Fit 27

Television Advantages Disadvantages ● Reaches large audiences ● Low cost per viewer ● Has emotional impact sound, color. . feelings ● Highly segmented markets. . . you pick the time, day, station, show 28 ● High total cost ● Long lead time ● Strong potential for interference from other sources

Radio Advantages ● ● Disadvantages Highly mobile Relatively low cost Short lead time Highly segmented markets ● Message limited to audio ● Strong potential for interference from other sources 29

Outdoor Advantages Disadvantages ● Increasingly regulated ● Message length is limited ● Strong potential for interference from other sources ● Low cost ● High visibility ● Short lead time This includes: billboards, buses, cars, posters, subways, trains, benches 30

Direct Mail Advantages Disadvantages ● Highly segmented ● Easy to measure effectiveness ● Stimulates action ● Hidden from competition ● Often considered junk mail ● Expensive 31

Magazines Advantages Disadvantages ● Long life span ● Can carry response vehicles (coupons, response cards) ● High pass-along rate ● Highly segmented 32 ● High cost ● Long lead time

Newspapers Advantages Disadvantages ● Short lead time ● Large circulation ● Can carry response vehicles (coupons) ● Inexpensive ● Lower print quality ● Short life ● Limited segmentation ● High clutter (competing ads) 33

Internet Advantages Disadvantages ● Highly targeted ● Instantly measurable ● Built-in response vehicles ● Interactive 34 ● Limited audience ● High clutter (competing ads) ● Security and privacy concerns

SECTION 3: ADVERTISING EXECUTION & EVALUATION 35

List the things you like and dislike about the following ads:

CREATIVE DEVELOPMENT Common creative formats used: Musical (jingle, famous musicians) • • https: //www. youtube. com/watch? v=Oegkqxwb. PEM https: //www. youtube. com/watch? v=ib-Qiyklq-Q Dramatization (make it feel real) • https: //www. youtube. com/watch? v=p. NFOQg. VQ 4 K U&list=PL 2 EB 2 BD 993572 B 91 A • https: //www. youtube. com/watch? v=Utfpi 5 AATK 8&list =PL 3337 D 55 AA 96 AED 47&index=10 37

CREATIVE DEVELOPMENT Common creative formats used: • Testimonial • (celebrities, everyday people) https: //www. youtube. com/watch? v=Dq. Tu. TApkld. M&list=PL 2 Rf 1 R 6 Ec. GZRo. Ex. Il. B-Vu. Cf 0 Vat. Uk. PXkp 38

CREATIVE DEVELOPMENT Common creative formats used: Product demonstration • https: //www. youtube. com/user/Roto. Rooter. TV? v=24 v 2 t. X_0 CX 8 Competitive • https: //youtu. be/4 Klv 1 Map 2 UY • https: //youtu. be/py. MTSr 8 hbow 39

CREATIVE DEVELOPMENT Common creative formats used: Comedy • https: //youtu. be/Q 2 c 2 m. Ppvcpw • https: //youtu. be/q. CSrd. K 6 Xuy 8 Image advertising – evokes a mood or image of a brand • https: //www. youtube. com/watch? v=zp. UXbj-J 7 V 4 40

Top 10 Business Logos • https: //www. youtube. com/watch? v=d. QV 1 b 57 F 8 D 0 Top 10 Hidden Meanings In Famous Logos • https: //www. youtube. com/watch? v=n. L 1 hq. Rq. Ye. Ks Famous Logos With Hidden Meanings • https: //www. youtube. com/watch? v=Xk. BNbc. MR_Uo • 10 Hidden Messages In Famous Logos • https: //www. youtube. com/watch? v=Gx 2 t 7 Ofha. G 0 41

10 Companies That Will Disappear In 2015 • https: //www. youtube. com/watch? v=KYy. Y-CCEEr 8 Coolest Marketing Campaigns and Ideas Ever • http: //youtu. be/VErg 8 Zgd. OB 8 42

PRODUCTION Creating and producing the advertising begins with the strategic brief, a short document that defines the target market & articulates the main message of the advertising. 43

GAUGING EFFECTIVENESS Advertisers must evaluate campaigns to measure their effectiveness: • Quantitative Researchinvolves collecting data that can be classified into meaningful numeric values. • Qualitative Researchinterprets the why and how of people’s opinions. 44

REGULATING ADVERTISING Government agencies such as the Federal Trade Commission (FTC) and Federal Communications Commission (FCC) oversee all commerce and commercial communication in the United States. 45

CORRECTIVE ACTIONS When advertisers fail to meet their claims, there a number of corrective measures that can be imposed by the FTC: • Cease-and-desist Order– a legal order to discontinue the deceptive advertising. • Corrective Ads – ads run to correct any false impressions left by the deceptive ads • Fines – monetary penalties imposed on the offending company 46

METHODS OF ADVERTISING Pulsing – advertisers increase their advertising efforts during a specific period…. ie: toy companies at Christmas time Continuity – the ad will be regularly scheduled throughout the year… ie: car companies, beer companies, clothing store 47