Designing a series of
advertisements and placing them in various advertising media to reach a
particular target market. Seven steps.
The group of people for which
the advertisement is aimed at, may direct campaign at only a portion of the
target market.
Research
and analyze advertising targets to establish an information base for a
campaign. Generally increase advertisers knowledge about their target--the more
effective the campaign
What the firm hopes to
accomplish from the campaign, should be clear, precise and measurable, can help
measure the success at the end of the campaign. Use a benchmark.
At what stage is the target market in the Product Adoption Process. What are the goals of the campaign...to increase purchases, to generate traffic in the retail store etc.
At what stage is the target market in the Product Adoption Process. What are the goals of the campaign...to increase purchases, to generate traffic in the retail store etc.
Demand
oriented objectives vs. image oriented objectives Increase product/brand
awareness.
Total amount of money that a
marketer allocates for advertising in a specific period.
Objective and Task Approach determine the
objectives, then list the tasks needed to achieve the objectives.
Percent of Sales Approach Sales create marketing?!
What happens when the products sales are declining.
Competition Matching Approach Other companies have
different advertising objectives.
Arbitrary Approach determined by high level
executives, Delaware MBA Program
A
function of the product's features, uses and benefits must be aware of the
characteristics of target market, different message to different target market.
Dependant on objective of the campaign.
Sets forth the exact
media vehicles to be used and dates and times of ads. Effectiveness of plan
determines how many people in the advertiser's target will be exposed to the message.
Need to select the media to be used and dates and times ads appear.
Primary goal--reach the highest # of people (within the advertiser's
target) per $ spent. Achieve the appropriate message reach and frequency for
the target audience while staying within the budget.
Various
Media
TV Channels/programs
Sponsor cable channels
Radio, Becoming more segmented
Magazines, Lead time
considerations, also pass along rate, subscription plus news agent sales.
Newspapers, Local vs. national
Direct Mail, Evolution of
Database marketing, able to narrowly target with DM.
Outdoor, Billboards Atlanta is
most billboard per capita city.
Placed-Based, Schools,
also sponsor educational programs, Supermarkets, Health Clubs, Dining Halls.
Intrusive..."Only go where you are wanted!!". Target market is
known...not assumed.
6. Executing
the Campaign
a. Requires
extensive planning and coordination. Advertising Agencies, production
costs, research organizations, media firms, printers, photographers, and
commercial artists etc. Detailed schedules are needed to insure everything is
accomplished on time.
Measure the achievement of the
objectives, assessing the effectiveness of the copy etc., and the media.
Typical
consumer is bombarded with about 300 advertising messages/day, 109,500 per
year. 80% of people cannot remember a typical ad one day after seeing it. NEED
CREATIVITY!?!?
Pretests before campaign, use a consumer jury. During the campaign, "inquiries"-coupons numbered.
Posttests after the campaign, use consumer surveys to measure the change in communication objectives, change in sales or market share. Cannot be precise due to the environment.
Use recognition tests to determine the degree to which consumers recognize advertisements.
Recall evaluation, consumers are asked what they have seen lately. Aided or unaided.
Pretests before campaign, use a consumer jury. During the campaign, "inquiries"-coupons numbered.
Posttests after the campaign, use consumer surveys to measure the change in communication objectives, change in sales or market share. Cannot be precise due to the environment.
Use recognition tests to determine the degree to which consumers recognize advertisements.
Recall evaluation, consumers are asked what they have seen lately. Aided or unaided.
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