Media Planning & Advertising

Media Plan & Ads

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 Learning Objectives
Definition and roles of advertising
Major players of advertising
An overview of what makes effective
advertising
Current advertising issues

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EXH4-9

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U.S. Advertising Volume, 1997 ($ million)

$ %
Main media 110,956
Other media etc. 76,573
Grand total 187,529
Main media
Newspapers 41,670 37.6
Magazines 9,821 8.9
Television 44,519 40.1
Radio 13,491 12.1
Outdoor 1,455 1.3
Total 110,956 100.0

SOURCE: Reprinted with permission from the May 18, 1998, issue of Advertising Age. Copyright Crain
Communications Inc., 1998.

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 What is Advertising?

Advertising is:
(1) Paid,
(2) Non-personal Communication,
(3) From an identified sponsor
(4)Using mass media,
(5) To persuade or influence an audience.
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Roles and Functions of Advertising
To identify and differentiate from other offerings

To communicate information about the product

To induce consumers to try new products and to

suggest reuse

To stimulate the distribution of a product

To increase product use

To build value, brand preference, and loyalty

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To lower the overall cost of sales
Roles of Advertising (cont’d)
To associate feelings with brand

To link brand with peers and group norms

(And…. More?)

To …

To…

To…

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To…
 A model of the communication/persuasion
process
Awareness/Familiarity
with Brand

Information re Brand
Attributes or Benefits

Creation of Brand Creation of Brand Creation of Brand

Image/Personality Image/Personality Image/Personality

Association of
Feelings with Brand

Linkage of Brand
With Peers/Experts
and Group Norms

Reminder or
Inducement about
Brand Trial 8
 The Classifications of Advertising
By By By By
Target audience Geographic Medium Purpose
Area
Consumer Local (retail) Print Product
Business Regional Broadcast Nonproduct
-Trade National (electronic) Commercial
-Professional Global - Radio Non-
-Agriculture - TV commercial
Out-of-Home Action
Direct-Mail Awareness
Internet “Teaser”
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 Facilitating
Control Institutions
Institutions

Advertising
Agency
Government

Advertiser Media

Competition
Research
Suppliers

Markets and Consumer Behavior

Figure 1-1 Major institutions involved in the field of advertising management10

 Five Players of Advertising
Advertiser
(Client) Marketing strategy and final approval

Advertising
Agency Creative and media plan

Media Audience delivery

Organization

Suppliers Marketing communication specialists,

collateral services
Target
Audience Receivers of marketing communications
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Name great advertising
campaigns or great ads:

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What Makes Effective Advertising?
Extension from sound marketing strategy

Focus on consumer’s view

Persuasive

Break through the clutter

Never promise more than deliverable

The creative idea not overwhelming the strategy

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 Broad Dimensions That
Characterize Great Advertising
The ultimate test for the greatness of an ad is whether it
achieved its intended objectives.

Strategy Creativity

Execution

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 Characteristics of Great Ads

Good or Great Ads Work on Two Levels

Satisfy the Customer’s

Objectives by Engaging Achieve the Sponsor’s
Them & Delivering a Objectives
Relevant Message
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Dual Process of Great Advertising:
Reaching Objectives (Fig. 1.1)
ADVERTISING CONSUMER’S
OBJECTIVES OBJECTIVES
Satisfy Curiosity/Memory/
Attention/ Awareness
Entertainment

Interest Identify Personal Needs

Gather Relevant
Knowledge
Information

Support Risk Associated

Attitude Change
With Attitude Change

Behavioral Change/ Trial Enhance Need Reduction

Repurchase/Commitment/ Reinforce Trial and

Reminder Need Reduction 16
Current Advertising Issues

Interactive Advertising

Integrated Marketing Communication

Globalization

Niche Marketing

Consumer Power, Relationship Marketing

and Customization 17
 Differential Promotion Intensity or
Investment

New
Marketing
Mass Customized
Communications Communications
(One Message (Discrete Messages
Fits All) Targeted According
Historical To Customer
Marketing Profile)

Undifferentiated Promotion Intensity/Investment (Same for all)

“Marketing on the Average”
“Marketing on the Differences” 18
 Growing Importance of IMC

Reduced faith in mass media advertising

Increased reliance on highly targeted

communication methods

Greater demands imposed on marketing

communications suppliers

Increased efforts to assess communications’

return on investment 19
Growing Importance of IMC

Fragmented media environment

Changes in media buying practices

Price conscious consumers

Technology
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 Review
Definition and roles of advertising
Major players of advertising
An overview of what makes effective
advertising
Current advertising issues

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