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Principles of Marketing
Chapter 18
InstitutionalInstitutional
AdvocacyAdvocacy
ProductProduct
PioneerPioneer
CompetitiveCompetitive
ComparativeComparative
ReminderReminder
ReinforcementReinforcement
Identify and analyze the Target AudienceIdentify and analyze the Target Audience•• Who are you trying to reachWho are you trying to reach
Define advertising objectivesDefine advertising objectives•• Precise, clear, and measurablePrecise, clear, and measurable
Create advertising platformCreate advertising platform•• Basis for the campaignBasis for the campaign
Determine advertising appropriationDetermine advertising appropriation•• How much money for how longHow much money for how long
Develop media planDevelop media plan•• What vehicles will be usedWhat vehicles will be used
Create advertising messageCreate advertising message•• Consider various factors to design a message that brings actionConsider various factors to design a message that brings action
Execute campaignExecute campaign•• ImplementationImplementation
Evaluate advertising effectivenessEvaluate advertising effectiveness•• Measure how campaign affected salesMeasure how campaign affected sales
•• Objective and task approachObjective and task approach
•• Setting a budget based on the campaign goalSetting a budget based on the campaign goal
•• Market share gainMarket share gain
•• AwarenessAwareness
•• Number of units to sellNumber of units to sell
•• PercentPercent--ofof--sales approachsales approach
•• Look at past sales, utilize a percentage of that informationLook at past sales, utilize a percentage of that information
•• Competition matching approachCompetition matching approach
•• What are the competitors spending?What are the competitors spending?
•• Arbitrary approachArbitrary approach
•• Management determines how much to spend and for how longManagement determines how much to spend and for how long
Individuals, teams, international advertising departments, advertizing agenciesIndividuals, teams, international advertising departments, advertizing agencies
Carmichael Lynch
Minneapolis, MN.
• Cost per thousand impressions
• Google AdSense
Spinifex
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•• PosttestPosttest
•• Effectiveness after campaignEffectiveness after campaign-- bring in more sales?bring in more sales?
•• Recognition Recognition testtest
•• Show actual adShow actual ad-- is it recognizedis it recognized
•• Unaided Unaided recall recall testtest
•• What ads are remembered after reading paper, watching television What ads are remembered after reading paper, watching television
showsshows
•• Aided recall testAided recall test
•• Clues are provided to see if respondents remember adsClues are provided to see if respondents remember ads
Chart: Brand Impact, Top 10 Super Bowl Ads
Published on June 14, 2011
100 equals averageAll Super All Super
Bowl adsBowl ads
Recall Recall
of of
Super Super
Bowl Bowl
airing airing
over all over all
other other
airingsairings
•• Efforts to create favorable imageEfforts to create favorable image
•• Often used by nonOften used by non--profitsprofits
•• Get others to tell story:Get others to tell story:
•• Like on Like on FacebookFacebook
•• Make positive reviewsMake positive reviews
•• TweetTweet
•• Send in stories to media about good things happeningSend in stories to media about good things happening
Skogrand PR Solutions, LLC
There are five important tactics that your organization There are five important tactics that your organization
can use to generate the desired media coverage, can use to generate the desired media coverage,
whether you have a dedicated PR person or not:whether you have a dedicated PR person or not:
Framing the story and writing a news releaseFraming the story and writing a news release
Targeting and connecting with the appropriate mediaTargeting and connecting with the appropriate media
Distributing your newsDistributing your news
Developing experts and promoting them as a reliable Developing experts and promoting them as a reliable
sourcesource
Monitoring and measuring the effectiveness of your Monitoring and measuring the effectiveness of your
effortsefforts
• Conferences
• New release
• Feature article
• Captioned photograph
• Press conference
Poor image
Neutral image
Positive image
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