Advertising Lecture Outlines - Redesigned by AV at INK

transcript

ADVERTSINGLECTURE-outlines-

CHAPTER01

Outline• The mandate for effectiveness• What makes an ad effective?• The world of advertising• The five players of advertising• The evolution of advertising

Chapter 1Introduction to

Advertising

Chapter 1: Introduction to Advertising 4

The Mandate for Effectiveness

• Today advertising is in a bind• Advertisers expect specific results that

lead to sales• Advertising must be effective

• Effective ads work on two levels: with consumers and with advertisers

• Characteristics of effective ads:– Strategy– Creativity– Execution– Advertising must be goal directed

What Makes an Ad Effective?

Defining advertising• A paid form of communication• A sponsor is identified• Tries to persuade or influence the

consumer to do something• Conveyed through mass media• Reaches a large audience • Is nonpersonal

The World of Advertising

Chapter 1: Introduction to Advertising

Types of Advertising

• Brand advertising• Retail/local advertising• Political advertising• Directory advertising• Direct-response advertising

• Business-to-business advertising

• Institutional advertising

• Public service advertising (PSA)

• Interactive advertising

• Marketing role• Communication role• Economic role• Societal role

The Roles of Advertising

Functions of Advertising

• Provide product and brand information• Provide incentives to take action• Provide reminders and reinforcement

• Advertiser• Advertising agency– The advertising department– The in-house agency

• Media• Vendors• Target audience

The Five Players of Advertising

• Age of print• Industrial revolution and emergence of

consumer society• Modern advertising: Agencies, science

and creativity• Accountability era

The Evolution of Advertising

• Interactive advertising• Globalization• Niche marketing• Integrated marketing communications

(IMC)• Consumer Power

Current Advertising Issues

CHAPTER02

Chapter 2Advertising and Society: Ethics,

Regulation, and Social Responsibility

Outline• Advertising and society• Ethical issues in advertising• Advertising’s legal and regulatory environment• Federal case law affecting advertising• Advertising and the FTC• Advertising and other regulatory agencies• Social responsibility and self-regulation

Chapter 2: Advertising and Society 15

Advertising and Social Responsibility

• Ethical issues– Advocacy– Accuracy– Acquisitiveness

• Is being ethical a problem?

Social Responsibility

• Public service announcements (PSAs)– Ad Council

• Social marketing

• Puffery• Taste and advertising– Product categories and taste– Current issues

Six Key Issues in Advertising

• Stereotyping in advertising– Women in advertisements– Racial and ethnic stereotypes– Senior citizens– Gay and lesbian consumers

• Advertising to children

• Advertising controversial products– Tobacco– Alcohol– Gambling– Prescription drugs

• Subliminal advertising

• First Amendment case law• Privacy case law developments:

online advertising

Federal Case Law Affecting Advertising

• Federal Trade Commission (FTC)– Some FTC responsibilities• Deception• Reasonable basis for claims• Comparative advertising• Endorsements• Demonstrations

Advertising and the FTC

• FTC deceptive and unfair advertising remedies– Consent decrees– Cease-and-desist orders– Corrective advertising– Substantiating advertising claims– Consumer redress– Hold the ad agency legally responsible

Advertising and the FTC

• Food and Drug Administration (FDA)• Federal Communications

Commission (FCC)• Additional Federal Regulatory

Agencies– U.S. Postal Service; Bureau of Alcohol,

Tobacco, and Firearms; U.S. Patent Office; Library of Congress

Advertising and Other Regulatory Agencies

Social Responsibility and Self-Regulation

• Self-discipline• Self-regulation: pure and co-opted – National Advertising Division of the Better

Business Bureau (NAD)– National Advertising Review Board (NARB)

• Local regulation• Media regulation and advertising

CHAPTER03

Chapter 3Advertising and the Marketing Process

Outline• What is marketing?• The marketing concept and relationship

marketing• The four tools of marketing• Ad agencies: combining marketing and

advertising

Chapter 3: Advertising and the Marketing Process

What is Marketing?

• Marketing:– Planning and executing the conception,

pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of the customer and the organization

– Advertising’s role in the marketing plan

• Market– Where goods are sold and bought or– Particular type of buyer

• Consumer: • Business-to-business• Institutional• Reseller

Types of Markets

Approaching the Market

• Undifferentiated versus segmentation approaches

• Product differentiation• Positioning

• Marketing concept• Integrated marketing• Relationship marketing

The Marketing Concept and Relationship Marketing

• Product– Branding– Packaging

• Channel of distribution• Pricing

Four Tools of Marketing

• Marketing communications– Personal selling– Advertising– Sales promotion– Public relations– Direct marketing– Point-of-sale/packaging

Four Tools of Marketing

• Why hire an ad agency?• Why not hire an agency?• Types of agencies

Ad Agencies

• Types of agencies– Full-service agencies– Specialized agencies– Industry-focused agencies– Minority agencies– Creative boutiques– Media buying services– Virtual agencies

Ad Agencies

• How agencies are organized– Account management– Creative development and production– Media planning and buying– Account planning and research– Internal services

Ad Agencies

• How agencies are paid• The effect of technological changes

on agencies

Ad Agencies

CHAPTER04

Outline• Consumer behavior• Social and cultural influences on

consumers• Psychological influences on

consumers• The decision process

Chapter 4The Consumer Audience

Chapter 4: The Consumer Audience 39

• The implicit goal of advertising• The consumer audience• The target market

Consumer Behavior

• Culture– Norms– values

• Social class

Social and Cultural Influences on Consumers

• Reference groups• Family• Demographics

– Age– Gender– Education– Occupation– Income– Race and ethnicity

• Geographic location

• Perception– Selective perception– Selective exposure– Selective distortion– Selective retention– Cognitive dissonance

Psychological Influences on Consumers

• Learning• Habit• Motivation and needs• Attitudes• Combining all the personal factors:

psychographics

Effects of Consumer Behavior

• Low involvement decisions • High involvement decisions

The Decision Process

• Need recognition• Information search• Evaluation of alternatives• Purchase decision• Postpurchase evaluation

Steps in the Decision Process

CHAPTER05

Outline• Consumer behavior• Social and cultural influences on

consumers• Psychological influences on

consumers• The decision process

Chapter 5Account Planning and Research

Chapter 5: Account Planning and Research

Research and Account Planning: The Quest for Intelligence

• Sources of information• Role of experience• Strategic and evaluative research

Strategic Research

• Begins with secondary research• End users of secondary and primary

research• Sources of secondary research• Primary research suppliers

Strategic Research Organization

• History of advertising research• Types of data• Account planning

The Strategy Document

• Marketing objectives• The product• The target audience• The brand personality• The promise

Evaluative ResearchBefore Execution

• Message evaluation research• Methods of contact• Survey research• Observation research

• Cognitive psychology and the use of metaphor

• Communication assessment

• Content analysis of competing ads• Readability tests• Test marketing• Physiological measures

Evaluative ResearchDuring Execution

• Coincidental surveys• Attitude tests• Tracking studies

Evaluative ResearchAfter Execution

• Memory tests• Frame-by-frame tests• Persuasion tests• Brand tracking• Direct-response counts• In-market tests• Brand tracking

Implications of Evaluative Research

• Proper research process in advertising?• What can be realistically expected from

ad agencies?• Can measures of effectiveness be

improved?

Research Challenges

• Globalization• New media technology• Virtual research• Embedded research

CHAPTER06

Outline• The impact of advertising• How advertising communication

works• Message reception and response• How brands work

Chapter 6How Advertising Works

Chapter 6: How Advertising Works 62

• SMRC model of communication• Interactive models stress two-way

communications in which source and receiver change positions

How Communication Works

How Advertising Communication Works

• Source: the advertiser– Objectives– Source credibility

• Noise: external and internal– External environment– Internal factors

• Message and media mix factors

Message Reception and Response

• Perception: breaking through– Exposure: making contact– Attention: creating stopping power– Awareness: making an impression

• Learning: making it clear– Cognitive learning: creating understanding– Conditioned learning: creating associations– Memorability: creating locking power

• Persuasion: changing attitudes– Attitudes and opinions: affecting beliefs– Emotions: affecting feelings– Involvement: creating engagement– Conviction: creating certainty

• Action: motivating behavior

• Brand personalities • Branding• Trust• Brand image• Brand relationships• Brand equity

How Brands Work

CHAPTER07

Outline• Strategic planning• The marketing plan• The advertising plan• The creative plan and copy strategy

Chapter 7Advertising Planning and Strategy

Chapter 7: Advertising Planning and Strategy

• Strategic planning: making intelligent decisions

• The business plan

Strategic Planning

The Marketing Plan

• Marketing objectives• Selecting marketing opportunities• Selecting target markets• Executing plans• Evaluating plan

The Advertising Plan

• Introduction• Situation analysis

• Advertising planning decisions– Advertising objectives– Targeting the audience– Product features and competitive advantage– Brand personality– Positioning strategies

• Implementation• Evaluation

• The advertising budget– Historical method– Task-objective method: bottom-up– Percentage-of-sales method– Competitive methods– All you can afford

Strategy

• Creative strategy• Media strategy• Selecting other communication tools

CHAPTER08

Chapter 8Media Planning and Buying

• Media: still big business

• Setting media objectives

• Developing media strategies

• Media selection procedures

• Media buying functions

• Media buyer’s special skills

• Global media buying• Staging a media plan

Outline

Chapter 8: Media Planning and Buying 80

• Media consolidation: a new perspective• The aperture concept in media planning• Media planning information sources

Media: Still Big Business

Setting Media Objectives

• Finding target audiences in media opportunities

• Sales geography• Timing

Setting Media Objectives

• Duration: how long to advertise?• Schedule and the advertising budget• Consumer use cycles• Competitive advertising

Developing Media Strategies

• Target audience strategies: new technology of measurement– Retail scanners– Database developments– Marketing mix modeling– Internet audience measurement

Developing Media Strategies

• Geographic strategies: allocating media weight

• Timing and duration strategies• Size and length strategies

Media Selection Procedures

• Audience measures used in media planning– Gross impressions– Gross rating points

• Reach and media planning

• Frequency and media planning– Average frequency– Frequency distribution

• Combining reach and frequency goals

• Cost efficiency as a planning dimension– Cost per thousand– How to calculate CPMs– Cost per rating

• Selecting and buying acceptable media

Media Buying Functions

• Providing information to the media planner

• Selecting media vehicles• Negotiating media prices/authorizing the

buys• Monitoring vehicle performance• Post-campaign analysis• Billing and payment

Media Buyers’ Ability to Negotiate

• Vehicle performance• Unit costs• Preferred positions• Extra support offers

Changes in Media Buying

• Media buying services• Online media buying• Global media buying• Maintaining plan performance• Monitoring audience research• Scheduling and technical problems

Staging a Media Plan

• Background and situation analysis• Media objectives and aperture

opportunities• Strategy: selection of media• The flow chart: scheduling and budgeting

allocation

CHAPTER09

Outline• Print media• Newspapers• Magazines• Out-of-home• Directories

Chapter 9Print Media

Chapter 9: Print Media 94

• The structure of newspapers– Frequency of publication– Size– Circulation

• Newspaper readers• Measuring the newspaper audience

Newspapers

• Advertising in newspaper markets– Classified– Display– Supplements

• The advantages of newspapers• The disadvantages of newspapers• Changes in the newspaper industry

Newspapers

Magazines

• Types of magazines– Audience– Geography– Demographics– Editorial content– Physical characteristics– Distribution and circulation

Magazines

• Magazine readers and their measurement

• Advertising in magazines– Technology– Format

Magazines

• The advantages of magazines• The disadvantages of magazines• Changes in the magazine industry: online

technology

Out-Of-Home Advertising

• Outdoor advertising• Buying outdoor space

– The audience– Advantages of outdoor– Disadvantages of outdoor

• Transit advertising– The transit audience– Related locations

Directories

• Yellow Pages• Strengths of directories• Weaknesses of directories

Print Media Strategy

• Inside the industry

CHAPTER10

Outline• Structure of the television industry• Television advertising• Television audience• Structure of radio• Radio advertising• Radio audience• Interactive media

Chapter 10Broadcast and Interactive Online Media

Chapter 10: Broadcast and Interactive Online Media

• Public television• Cable and subscription television– Who provides cable programs?– Cable scheduling

• Local television• Specialty television

Structure of the Television Industry

• Television syndication• Interactive television• Changes in broadcast television

Structure of the Television Industry

Television Advertising

• Forms of television advertising– Sponsorships– Participations– Spot announcement

The Television Audience

• Measuring the television audience– Nielsen indexes– People meters– ClusterPLUS– Target TV: a new challenger

Advantages and Disadvantages of Television

• Advantages– Cost efficiency– Impact– Buying time on TV

• Disadvantages– Expense– Clutter– Inflexibility

Structure of the Radio Industry

• LPFM• Public radio• Web radio• Satellite radio

Radio Advertising

• Network radio• Syndicated radio• Spot radio

Radio Audience

• Measuring the radio audience– Arbitron– RADAR

• Buying time on radio

Advantages of Radio

• Target audiences• Flexibility• Affordability• Mental imagery• High level of acceptance

Disadvantages of Radio

• Listener inattentiveness• Lack of visuals• Clutter• Scheduling and buying difficulties• Lack of control

Internet Media

• Types of Internet advertising– World Wide Web home page– Banners– E-mail– Skyscrapers– Minisites, pop-ups, and superstitials– B2B

Additional Issues

• Measuring online advertising effectiveness

• Buying time/space on the Internet

Advantages and Disadvantages of Internet Advertising

• Advantages– Customizing messages– Merging databases– Excellent B2B sales leads or sales

• Disadvantages– Difficulty producing effective ads– Difficulty measuring effectiveness

CHAPTER11

Outline• What is creative advertising?• Creative thinking• Creative strategy and execution• The creative brief• Effective creativity

Chapter 11The Creative Side of Advertising

Chapter 11: The Creative Side of Advertising

• The big idea• The creative leap• Strategy and creativity

What is Creative Advertising?

• Creative roles• The creative person– The ability to visualize– Openness to new experiences– Conceptual thinking

• The creative process– Steps and stages– Brainstorming

Creative Thinking

Creative Strategy and Execution

• Creative strategy• Head and heart creative strategies– Lectures and dramas– Transmission and ritual

• Selling premises• Structural analysis

The Creative Brief

• Message approaches– Straightforward– Demonstration– Comparison– Problem solution/problem avoidance– Slice of life– Spokespeople/endorsers– Teasers

• Message execution

Effective Creativity

• Ads that drive perception– Attention and awareness– Interest– Memorability

Effective Creativity

• Ads that deliver learning• Ads that are persuasive• Ads that stimulate action• Evaluation

CHAPTER12

Outline• The language of advertising• Copywriting for print• Radio copywriting• Television copywriting• Writing for the Web

Chapter 12Copywriting

Chapter 12: Copywriting 127

• The copywriter• Advertising style– Tone of voice– Grammar– “Adese”

Copywriting: The Language of Advertising

• Copy elements– How to write headlines– How to write other display copy– How to write body copy

Copywriting for Print

• Print media requirements– Newspapers– Magazines– Directories– Posters and outdoor advertising– Product literature

Copywriting for Print

How to Write Radio Copy

• Characteristics of radio copy– Conversational style– Theater of the mind

• Tools of radio copywriting– Voice– Music– Sound effects

• Radio commercial planning

How to Write Television Copy

• Characteristics of television copy• The tools of television copywriting– Video– Audio– Other TV tools

How to Write Television Copy

• Planning the TV commercial: scripts and story boards– Key TV decisions• Length• Number of scenes• Key frame

Writing for the Web

• Banners• Web ads• Other web formats

CHAPTER13

Outline• Visual communication• Print art direction• Print production• Television art director• Broadcast production• Web site design

Chapter 13Design and Production

Chapter 13: Design and Production 136

• The art director

Visual Communication

• Illustrations and photos• Color in print• Typography– Families of type– Type measurement– Justification– Legibility

Print Art Direction

• Layout and design– Design principles– Layout stages

• Print media requirements– Newspapers and magazines– Directories– Outdoor boards and posters– Transit

Print Art Direction

• Art reproduction– Color reproduction

• Printing processes– Binding and finishing– digitization

Print Production

Television Art Direction

• Video graphics• TV ad film requirements

Broadcast Production

• Producing radio commercials• Producing TV commercials– Film or videotape– Animation– Stop motion and claymation

Broadcast Production

• TV production process– Preproduction– The shoot– Postproduction

Web Design

• The interactive dimension• Designing banners

CHAPTER14

Outline• Direct marketing• Direct-marketing strategy• The players• The strategic tools of direct marketing• Integrated direct marketing

Chapter 14Direct-Response Marketing

Chapter 14: Direct-Response Marketing 146

• Occurs when a seller and customers deal directly rather than through an intermediary

Direct Marketing

• Stating objectives and making strategic decisions

• The offer– The message strategy– The media strategy– The database

• Database marketing• Types of lists

Direct Marketing Strategy

• The response/order• Fulfillment and customer maintenance

Direct Marketing Strategy

• The advertisers• The agencies– Advertising agencies– Independent agencies– Service firms– Fulfillment houses

• The consumers

The Players

• Direct mail– Direct mail message design– The Internet and direct mail

• Catalogs– Electronic catalogs

• Telemarketing– Types of telemarketing

The Strategic Tools of Direct Marketing

• Direct-response advertising– Print media– Broadcast media– Radio– The Internet

The Strategic Tools of Direct Marketing

• Linking the channels– Same message, multiple sources– Creating loyalty• Lifetime customer value

Integrated Direct Marketing

CHAPTER15

Outline• Sales promotion• Customer and trade promotions• Promotions that cross the lines• Promotion strategies

Chapter 15Sales Promotion

Chapter 15: Sales Promotion 155

• Changes in the promotion industry• Reasons for the growth of sales

promotion• Categories of sales promotion

Sales Promotion

• Consumer promotions• A guide to consumer sales promotions

– Price deals– Coupons– Refunds and rebates– Sampling– Special events– Contests and sweepstakes– Premiums and specialties

Consumer and Trade Promotions

• How to use consumer promotions– Awareness– Trial– Maintain market presence– Brand reminder

• Trade promotions• A guide to trade promotions– Point-of-purchase– Retailer (dealer) kids– Trade incentives and deals– Contests– Trade shows and exhibits

• How to use trade promotion– Demand: push and pull strategies– Attention– Motivation– Information

• Sponsorships and event marketing– Sponsorships– Event marketing– Aerial advertising support

• Interactive and Internet promotions• Loyalty programs• Partnership programs

– Licensing and Tie-ins

Promotions that Cross the Lines

• Promotion objectives• Brand building• Promotion integration• Determining promotion effectiveness– Payout planning– Design and performance

Promotion Strategies

CHAPTER16

Outline• The practice of public relations• Types of public relations programs• Public relations planning• Public relations tools• Effectiveness and excellence

Chapter 16Public Relations

Chapter 16: Public Relations 164

• Comparing public relations and advertising

The Practice of Public Relations

• Crisis management• Marketing public relations (MPR)• Social marketing– Cause and mission marketing

Types of Public Relations Programs

• SWOT analysis• Objectives and strategies• Development research

Public Relations Planning

• House ads• Public service announcements• Corporate advertising• Publications• Speakers, photos, and films• Displays, exhibits, events and tours

Public Relations Tools

• News releases• Press conferences• Online communication– External communication– Internal communication– Web challenges

Public Relations Tools

• Output and outcome evaluation• Relationship evaluation• Excellence in public relations

Effectiveness and Excellence

CHAPTER17

Outline• Retail advertising• Buying and selling local media• Business-to-business advertising• Business-to-business advertising media

Chapter 17Retail and Business-to-Business Advertising

Chapter 17: Retail and Business-to-Business Advertising

• Local retail advertising• Differences between local retailing and

national brand advertising• Cooperative advertising• Large specialty retailers

Retail Advertising

• Nonstore retailing• Online retailing and E-commerce• Institutional and product retail

advertising• Trends affecting retail advertising• Creating the retail ad

Retail Advertising

• Local retail media strategy• Media alternatives

– Shoppers and preprints– Magazines– Broadcast media– Directories– Direct response– Online media– Specialty

Buying and Selling Local Media

• Types of business-to-business advertising– Industrial advertising– Government advertising– Trade advertising– Professional advertising– Agricultural advertising

Business-to-Business Advertising

• Business versus consumer marketing– Market concentration– Decision makers– Strategic orientation

• Purchasing objectives• Business-to-business advertising

objectives• Creating B-to-B ads

Business-to-Business Advertising

• General business and trade publications• Directory advertising• Direct marketing• Consumer media• The Web• Does business advertising sell?

Business-to-Business Advertising Media

CHAPTER18

Outline• Evolution of global marketing• The global perspective• International management• The global advertising plan• Approaches to international advertising

campaign• Special international considerations

Chapter 18International Advertising

Chapter 18: International Advertising 180

• Regional brands versus international brands

• Home country production• Export• Nationalization versus rationalization

Evolution of Global Marketing

• Corporate philosophy that directs products and advertising toward a worldwide market

• Global brands

The Global Perspective

• Theodore Levitt– One global market

• Philip Kotler– Variations are the key to success

• Schools of thought– Standardization– Localization– Contingency

The Global Debate and Advertising

• Lingua franca• Global advertising plan• Market analysis model• Culture-oriented model

– High-context cultures– Low-context cultures

• Selecting an agency

International Management

• Centrally controlled campaigns• Centrally conceived campaigns• Determining global advertising

objectives• Positioning the global product

Approaches to the International Advertising Campaign

• Setting the budget• Selecting media for international

campaigns• Satellite transmission• The Web in international advertising

• Execution of international campaigns• Media choices

– Availability• Quantity and accessibility

– Costs– Coverage

• The global creative effect• Evaluating effectiveness

• Laws and regulations• Custom and culture• Time• Inertia, resistance, rejection, and

politics

Special International Considerations

CHAPTER19

Outline• Total communication: IMC• The structure of a campaign plan• Evaluating the campaign plan

Chapter 19The Integrated Campaign

Chapter 19: The Integrated Campaign 190

• Integrated marketing communication (IMC)

• Stakeholder audiences• Consistency and coordination• Organizing for integration– Cross-functional management

Total Communication: IMC

• Single-shot ads versus a campaign• Situation analysis– Background research for a situation

analysis

• SWOT analysis– Problem identification

The Structure of a Campaign Plan

• Campaign strategy– Objectives– Targeting– Positioning

• Message strategy– Concept testing– Creative theme– Creative tactics and executions

• Media strategy– Media mix– Scheduling

• Other marketing communication activities– Zero-based planning– Integration

• The appropriation and budget

• Designed to answer such questions as:– Did it work (based on its objectives)?– What were the results?– Did it build brand or corporate reputation?– Was it cost effective?

Evaluating the Campaign

Call for Classes, Conferences or Consultancy:US: ++1 +561 6935199COLOMBIA: ++57 +2 8936238andres.velasquez@thegreyink.comandres.velasquez@yahoo.com