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