Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising

Any paid form of nonpersonal presentationand promotion of ideas, goods, orservices by an identified sponsor.

Advertising Objectives

Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

Developing the Advertising Campaign

Message generation and evaluation Creative development and execution Social responsibility review

Creative Brief

Positioning statement Key message Target market Objectives Key brand benefits

Brand promise Evidence of promise Media Background Creative considerations

Developing Effective Communication

Step 1: Identifying the Target Audience Affects decisions related to what, how, when, and

where message will be said, as well as who will say it

Step 2: Determining Communication Objectives Six buyer readiness stages

Goal 3: Learn the steps in developing effective marketing communications

Buyer-Readiness Stages

PurchaseConvictionPreferenceLikingKnowledgeAwareness

Goal 3: Learn the steps in developing effective marketing communications

Developing Effective Communication

Step 3: Designing a Message AIDA framework guides message design Message content contains appeals or themes

designed to produce desired results Rational appeals Emotional appeals

Love, pride, joy, humor, fear, guilt, shame Moral appeals

Goal 3: Learn the steps in developing effective marketing communications

Message Strategies

• Cognitive

• Affective

• Conative

CognitiveMessage Strategies

• Generic• Preemptive• Unique selling proposition• Hyperbole• Comparative

AffectiveMessage Strategies

• Resonance

• Emotional

Personal Values

• Comfortable life• Equality• Excitement• Freedom• Fun, exciting life• Happiness• Inner peace• Mature love

• Pleasure• Salvation• Security• Self-fulfillment• Self-respect• Sense of belonging• Social acceptance• Wisdom

Advertising Appeals

• Fear• Humor• Sex• Music• Rationality• Emotions• Scarcity

Humor Appeal

• Used in 30% of ads.• Excellent in capturing attention.• Score high in recall tests.• Should be related directly to customer

benefit.

Sex Appeal• Subliminal techniques• Nudity or partial nudity• Sexual suggestiveness• Overt sexuality• Sensuality

Music Appeal

• Has intrusive value• Gains attention• Increases retention of visual information• Can increase persuasiveness

Rational Appeal

• Based on hierarchy of effects model.• Used by business-to-business advertisers.• Well-suited for

Print media Complex products High involvement products

Emotional Appeal• Based on three ideas:

Consumers ignore most ads Rational ads go unnoticed Emotional ads can capture attention

• Key to developing brand loyalty.• Effie Awards – humor and emotions.• Use more in b-to-b advertising.• Works well when tied to other appeals.

Scarcity Appeal• Based on

Limited supply Limited time to purchase

• Tied with promotional tools such as contests, sweepstakes, and coupons.

• Encourage customers to take action.

Behavioral Response Model• Severity• Vulnerability• Negative behavior

Intrinsic reward Extrinsic reward

• Change behaviors Response costs Self-efficacy Response efficiency

Developing Effective Communication

Step 3: Designing a Message Message Structure: Key decisions are required with

respect to three message structure issues: Whether or not to draw a conclusion One-sided vs. two-sided argument Order of argument presentation

Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.

Goal 3: Learn the steps in developing effective marketing communications

Structure of an Advertisement

• Headline• Sub-headline• Promise of a benefit• Amplification• Proof of claim• Action to take

Verbal and Visual Elements

• Balance• Visual processing

Easier to recall Stored as pictures and words Concrete vs. abstract

• Radio visual imagery• Visual esperanto• B-to-B advertisements

Executional Frameworks

• Animation• Slice of life• Dramatization• Testimonial• Authoritative• Demonstration• Fantasy• Informative

Animation

• Originally used by firms with small advertising budgets.

• Increased use due to advances in computer technology.

• Rotoscoping• Clay animation

Slice of Life(Dramatization)

• Encounter• Problem• Interaction• Solution

Testimonials

• Business-to-business ads• Service sector• Enhance credibility• Source

Customers Paid actors

Authoritative

• Expert authority• Scientific or survey authority• Independent evidence• Business-to-business ads• Cognitive processing• Specialty print media

Demonstration

• Shows product being used• Business-to-business sector• Television and the Internet

Fantasy

• Beyond reality• Common themes

Sex Love Romance

• Products such as perfume/cologne

Informative

• Used extensively in radio• Business-to-business usage• Key is buying situation• Level of involvement

Developing Effective Communication

Step 4: Choosing Media Personal communication channels

Includes face-to-face, phone, mail, and Internet chat communications

Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders

Nonpersonal communication channels Includes media, atmosphere, and events

Goal 3: Learn the steps in developing effective marketing communications

Choosing Among Major Media Types

Target audience and media habits Product characteristics Message characteristics Cost

Media Selection

• Reach• Frequency• Impact• Exposure

Major Media Types

Newspapers Television Direct mail Radio Magazines

Outdoor Yellow pages Newsletters Brochures Telephone Internet

TelevisionAdvantages Reaches broad

spectrum of consumers Low cost per exposure Ability to demonstrate

product use Ability to portray image

and brand personality

Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by

viewers

Print Ads

Advantages Detailed product

information Ability to communicate

user imagery Flexibility Ability to segment

Disadvantages Passive medium Clutter Unable to demonstrate

product use

Print Ad Evaluation Criteria

Is the message clear at a glance? Is the benefit in the headline? Des the illustration support the headline? Does the first line of the copy support or

explain the headline and illustration? Is the ad easy to read and follow? Is the product easily identified? Is the brand or sponsor clearly identified?

Developing Effective Communication

Step 5: Selecting the Message Source Highly credible sources are more persuasive A poor spokesperson can tarnish a brand

Step 6: Collecting Feedback Recognition, recall, and behavioral measures are

assessed May suggest changes in product/promotion

Goal 3: Learn the steps in developing effective marketing communications

Principles Effective Advertising

• Visual consistency• Campaign duration• Repeated tag lines• Consistent positioning• Simplicity• Identifiable selling point

Beating Ad Clutter

• Presence of competitive ads• Repetition• Variability theory• Multiple mediums• Ads that gain attention• Ads that relate to the target audience