Advertising Campaign Evaluation

Advertising: The Image of Marketing

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

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Advertising
Business firms, not-for-profit firms, social agencies, and professionals such as doctors and lawyers all advertise.

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Major Advertising Decisions

Types of Advertising
Product advertising:
Focuses on a specific good or service

Institutional advertising:
Promotes the activities, personality, or point of view of an organization or company
Public service announcements (PSA) Advocacy advertising

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Types of Advertising
Retail and local advertising: Encourages customers to shop
at a specific store or use a local service
Ad copy discusses store hours, locations, sales, and featured products

Do-it-yourself advertising
Generation C phenomenon: consumer-generated ad content on the Web

Advertising campaign
Advertising campaign: A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time
Limited-service agency Full-service agency
Account management Creative services Research and marketing services Media planning

Steps in Developing an Advertising Campaign

Step 1: Identify the target audiences Step 2: Establish message and budget objectives Step 3: Create the ads
Creative strategy: The process that turns a concept into an advertisement Advertising appeal: The central idea of the ad

Types of Advertising Appeals

Reasons whythe unique selling proposition (USP) Comparative advertising Demonstration Testimonial Slice of life Lifestyle Fear appeals Sex appeals Humorous appeals Slogans, jingles, and music

Steps in Developing an Advertising Campaign

Step 4: Pretest what the ads will say
Pretesting: Research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media

Steps in Developing an Advertising Campaign

Step 5: Choose the media type(s) and media schedule
Media planning: The process of developing media objectives, strategies, and tactics Aperture: The best place and time to reach the target market

Where To Say It: Traditional Media

Television Radio Newspapers Magazines Directories

Where To Say It: Internet Advertising

Banners Buttons Pop-up ads Search engine and directory listings E-mail
Spamming Permission marketing

Where To Say It: Indirect Forms of Advertising

Directories Out-of-home media Place-based media Branded entertainment Advergaming

Media Scheduling: When To Say It

Media schedule:
Specifies exact media to use and when to use it

Advertising exposure:
Defines degree to which the target market will see an ad message in specific vehicles

Impressions:
Measures number of people exposed to a message in one or more vehicles

Media Scheduling: When To Say It

Reach:
Measures percentage of target market exposed to media vehicle

Frequency:
Measures average number of times a person in the target group will be exposed to the message

Gross rating points (GRPs)

Reach multiplied by frequency

Cost per thousand (CPM):

The cost to deliver a message to 1,000 people

Media Scheduling: How Often To Say It

Typical advertising patterns:
Continuous schedule: Steady stream of advertising throughout year Pulsing schedule: Varies the amount of advertising based on when the product is likely to be demanded Fighting schedule: Advertising in short, intense bursts, alternated with periods in which no advertising is done

Steps in Developing an Advertising Campaign

Step 6: Evaluate the advertising
Post testing: Research on consumers responses to advertising they have seen or heard

Unaided recall Aided recall Attitudinal measures

Evaluating Advertising Effectiveness

Communication Effect Research

Consumer feedback method Portfolio tests Laboratory tests

Sales-Effect Research

Sales Promotion
Sales Promotions: Programs designed to build interest in or encourage purchase of a product during a specified period of time

Deliver short-term sales results Can target end consumers, channel partners, and/or employees

Sales Promotion Directed Toward the Trade

Allowances, discounts, and deals
Merchandising allowances Case allowances

Co-op advertising Increasing industry visibility

Trade shows Promotional products Point-of-purchase (POP) Incentive programs

Sales Promotion Directed Toward Consumers

Price-based consumer sales promotion
Coupons Price deals, refunds, and rebates Frequency (loyalty/continuity) programs Special/bonus packs

Public Relations
Public relations: Communication function that seeks to build good relationships with an organizations publics
Publics include consumers, stockholders, legislators, and other firm stakeholders Basic rule of good PR, Do something good, then talk about it

Public Relations
Proactive PR activities stem from a firms marketing objectives
Publicity Unpaid communication about an organization that gets media exposure

PR is critical when a firms image is at risk due to negative publicity

PR staff is responsible for preparing a crisis management plan

Objectives of Public Relations

Typical objectives include:
Introducing new products to manufacturers Introducing new products to consumers Influencing government legislation Enhancing the image of a firm Enhancing image of a city, region, or country Calling attention to a firms involvement with the community

Planning a PR Campaign
Multistep process includes:
Situation analysis A statement of objectives Specification of publics, communicated messages, and specific program elements Timetable and budget Discussion of program evaluation plan

Public Relations Activities

Press releases (various forms) Internal PR Investor relations Lobbying Speech writing Corporate identity Media relations Sponsorships Special events Advice and counsel

Thank you THANK u.

Justin S