Advertising

A welcome to Advertising for 2nd year students. Instructor: Mr. Bill Land

Advertising Todays Lesson

Course Outline Course Description and introductory questions Advertisements Advertising in Context Brand and Marketing Mix Role of advertising Integrated communications Summary and Discussion

Course Outline

Module Code: MAR34-2 Module Name:Advertising: Theory and Practice Level and Section:2 Email:Adamsmith008@yahoo.ca Instructors Name: Bill Land Office Location: CAU Appointment Procedures: Please email 1 day in advance. Office hours will be announced later.

Course Outline

Description and Rationale Although advertising is an accepted part of every day life, there is still great debate as to how advertising works and the role it can and should perform within the marketing communication mix. This module enables the applicants to review this debate and apply the theories to the advertising in our media today. They will learn how to put together an advertising plan and will examine the ingredients of an effective advertisement and ways in which this effectiveness can be measured.

Aims and Objectives

To gain an understanding of the role of advertising within the Marketing Communications Mix To examine communication and advertising theories and their relationship with consumer behavior

To develop knowledge of advertising strategy and planning

To examine the importance and uses of creativity in advertising

To gain an understanding of various production techniques

To appreciate the complexities of evaluation

Learning Outcomes

The applicants will be able to: Identify the role of advertising within the Marketing Communications Mix Analyze advertisements in terms of creativity and execution Create advertising objectives and put together a plan to meet these objectives Examine marketing data, using appropriate techniques, and use the information to establish and solve marketing communication problems Understand the techniques and procedures involved with advertisement production Put together testing procedures for the evaluation of advertisements

Grading Format in Details

Class attendance 10% Presentation and assignment 30% Mid-term exam 20% Final exam 40%

Outline Teaching Schedule

Week1: chapter 1/2 Week 2:chapter 3/4 Week 3:chapter 4/5 Week 4:chapter 6/7 Week 5: chapter 7/8 Week 6: Mid-term Exam, chapter 8 Week 7: chapter 9/10 Week 8:chapter 11/12/13/14 Week 9: chapter 15/17* Week 10: chapter 18/19/Review Week 11: labour day holiday Week12: Final exam *Chapter 16 will be covered time permitting

Required and Optional Textbooks other Course Materials or Resources Related International Journal of Essential Reading:

White, R, Advertising, Fourth Edition, London Recommended Reading: To be given at a later date Journals: (international advertising Chinese journal) Asia Pacific Business Review Columbia Journal of World Business European Business Journal Harvard Business Review International Business Review

Organisational Behaviour International Small Business Journal Journal of Asia Pacific Business Journal of Business Journal of Business Research Journal of International Business Studies Journal of International Management Journal of World Business Journal of World Trade Journal of East West Business Thunderbird International Business Review

Course Description

Although advertising is an accepted part of every day life, there is still great debate as to how advertising works and the role it can and should perform within the marketing communication mix. This module enables the applicants to review this debate and apply the theories to the advertising in our media today. They will learn how to put together an advertising plan and will examine the ingredients of an effective advertisement and ways in which this effectiveness can be measured

Advertisements

Advertisements are not just advertising. Defn: a) To describe the process of using advertisements to sell things B) to refer to the industry that produces the ads.

Advertisements

above the-line advertising in the media Below the line point of sale messages

advertisements

What is an advertisement?

Advertising

Anything that calls attention to a product or service

Examples: - TV commercial - Newspaper/magazine ad - Poster - Clothing - Cigarette lighter, .

Advertising in Context

Who engages in advertising? Businesses, governments, and individuals.

Advertising in context

Media advertising is becoming less, rather than more, important in the overall scheme of marketing communications. Chapter 13 will show us that this is not necessarily for good reasons but it is a fact.

Advertising in context

Fast-moving consumer goods (fmcg) Key factor - weekly feedback Short term results from sales promotion Budgets shift to below-the-line Ie: various types of price cutting

Advertising in context

This can actually lead to an increase in the price elasticity of brands - therefore self-defeating In long run consistent media advertising can build the strength of a brand.

Brand and Marketing mix

What is a Brand? It is a product whose producer has made every effert to make it uniquely desirable to potential buyers, consistently using every element in its presentation to do so.

Brand and Marketing mix

Why do companies do this? If done well, it makes the brand difficult to compete against. It develops an aura making it appear better than its competition.

Brand and Marketing mix

A brand is created by all the elements of the marketing mix working together. Creates a positive prejudice in peoples minds.

Brand and Marketing mix

Defn Marketing Mix: a range of tools and techniques that allows businesses to provide customers with what they want. It acts as a conduit for consumer demand to reach businesses. Thusly, turning this demand into profitable sales.

Brand and Marketing mix

These tools include: Product formulation and variation Packaging Sales literature The sales force Pricing Sales promotion Direct mail Advertising Market research Branding

Brand and Marketing mix

Components of the marketing mix Net sales value Costs and contribution The marketing mix

1) 2) 3)

Net sales value

Gross margin Cost of goods Materials Packaging Manufacturing

Costs and contribution

Operating contribution Selling costs (the marketing mix) Sales Distribution Communications Research

The marketing mix

Sales and distribution costs The communications mix Advertising PR Direct marketing Promotions Exhibitions Etc.

Role of Advertising

Simply put: Advertising exists to help to sell things. It is mainly about brands It is mainly designed to create and strengthen consumer impressions of the brand Exception is public service advertising

ADVERTISING

Role of advertising
Marketing Communication Economic Societal

The process a business uses to satisfy consumer needs by providing goods and services
Product category Target market Marketing mix Brand

Role of advertising
Marketing Communication Economic Societal

Can reach a mass audience Introduces products Explains important changes Reminds and reinforces Persuades

Role of advertising
Marketing Communication Economic Societal

Moves from being informational to creating demand Advertising is an objective means for providing price-value information, thereby creating a more rational economy

Role of advertising
Marketing Communication Economic Societal

Informs consumers about innovations and issues Mirrors fashion and design trends Teaches consumers about new products Helps shape consumer selfimage Perpetuates selfexpression

Integrated Communications

Advertising is part of total continuum of communications about the brand. It may have a leading role and carry the greatest budget: but it can be merely cast in a supporting role for a campaign of activity centered around an event.

The importance of advertising

Involves a huge amount of money Work is done by relatively few people Major expense is for media time/space Companies spend only a small percentage of sales on advertising

Types of advertising

Product advertisingTries to sell a specific product to final users or channel members

Pioneering advertising builds primary demand Competitive advertising builds selective demand

Corporate/institutional advertisingTries to promote an organisation's image, reputation or ideasrather than a specific product

Major advertising media

Magazine Television Newspaper Yellow Pages Radio Outdoors Cinema Internet

The Functions of Advertising

Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences

The Key Players

Advertiser (client) Agency Media Supplier Audience

Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency

The Key Players

Advertiser (client) Agency Media Supplier Audience

Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities
Advertising department In-house agency

The Key Players

Advertiser (client) Agency Media Supplier Audience

The channels of communication that carry the message to the audience Are also companies or huge conglomerates Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches

The Key Players

Advertiser (client) Agency Media Supplier Audience

Assist advertisers, agencies, and the media in creating and placing the ads Vendor services are often cheaper than those inhouse

The Key Players

Advertiser (client) Agency Media Supplier Audience

The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible

Types of Advertising

Brand advertising Retail or Local advertising Direct-Response advertising Business-to-Business advertising Institutional advertising Nonprofit advertising Public Service advertising

What Makes an Ad Effective?

1.

2.

3.

If it creates an impression for a product or brand If it influences people to respond in some way If it separates the product or brand from the competition in the mind of the consumer

Conclusion

Advertising agencies: how they work, how they are organized, and how to choose and use one. Advertising strategy: how to think about what the ads are trying to do, and understanding the people they are aimed at. How good advertisements can be created.

conclusion

Media: what is available, and how it is bought, sold and planned. Putting a campaign plan together. Judging advertisements and evaluating campaigns. The law, regulation and self-regulation Advertising internationally and globally If we have time The relationship between advertising and the economy and society

Summary and Conclusion

Advertising is a core part of many companies marketing mix: the activities that link a brand to its market and its consumers or customers Traditionally, media advertising has taken the lions share of marketing communications budgets, at least for most consumer goods companies, since it is a cost-effective means of reaching large numbers of people.

Summary and Conclusion

As media and markets have fragmented, however, other forms of communication are gaining importance, and advertising is increasingly seen as just part of an integrated communications programme As such, advertising works together, and integrates with, a variety of other forms of communication.

Questions for discussion

Is advertising becoming more or less important to companies? Why should this be so? How might the marketing mix differ for a brand of frozen food, a charity and a bank?