Advertising

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Advertising PromotionMKT 329J2

• Paula Durkan
• Room 1B13
• Tel [phone]

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Advertising Any paid form of communication
by an identified sponsor that promotes ideas,
goods or services. Most advertising messages are
tailored to a group and use mass media such as
radio, television, newspapers and magazines.
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The relative effectiveness of the tools of the
promotional mix
Direct response Advertising (certain
products/situations)
PR Sales Promotion P.S.
Level of Effectiveness
Awareness Interest
Conviction Purchase Post-purchase behaviour
behaviour
Purchase decision process
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Strengths of Advertising

• Reaches large mass audience
• Increases brand knowledge
• Builds brand awareness
• Creates long-term brand images positions
• Reminds consumers about positive experiences with
  the brand
• Provides repetition to increase memorability.

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Weaknesses of the advertising media

• Intrusion - consumers may avoid it
• Clutters the media environment
• Wastes effort on non target audience
• Escalates cost of product
• Cost effective ?
• Difficult to measure
• Difficulty of integration

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Role of Advertising

• The Marketing Role
• The Communication role
• The Economic Role
• The Societal Role

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The Marketing Role
Is the strategy process a business uses to
satisfy consumer needs and wants through goods
and services - involves the uses of their
marketing mix. Communication is the businesses
tool to talk to/with its potential or actual
consumers.
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The Communication Role
Advertising is a form of mass comm -
unication. It transmits different types of market
information to match buyers and sellers in the
marketplace.
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The Economic Role2 schools of thought
Market Power School - advertising is a
persuasive tool used to distract consumers
attention from the price of the product.
Market Competition School - advertising is a
source of information that increases consumers
price sensitivity and stimulates competition.
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The Societal Role
Informs us about new and improved products and
teaches us how to use these innovations. It helps
us compare products and features and make
informed consumer decisions
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An ethical issue is an identifiable problem,
situation or opportunity requiring an individual
or organisation to choose from among several
actions that must be evaluated as right or
wrong, ethical or unethical. Any time an
activity causes consumers to feel deceived,
cheated or manipulated, a marketing ethical issue
exists regardless of the legality of that
activity. Paul Smith Marketing Communications
(1999)
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ETHICS
The study of good and right
conduct. Fairness Justice Trust
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Marketing ethics defined 1. Marketing ethics are
moral principles that define right and wrong
behaviour in marketing. 2.Marketing ethics go
beyond issues that have been formalised through
laws and regulations to conform to societys
standards, ethical marketing decisions foster
mutual trust.
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Marketing ethics are controversial 1. Views on
what is ethical or unethical depend on the nature
of the organisation, life experiences and
personal values. 2. Regardless of how a person
or organisation views a particular activity, if
society judges it wrong or unethical, this view
affects the organisations ability to achieve its
goals.
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An ethical issue is an identifiable problem,
situation or opportunity requiring an individual
or organisation to choose from among several
actions that must be evaluated as right or
wrong, ethical or unethical. Any time an
activity causes consumers to feel deceived,
cheated or manipulated, a marketing ethical issue
exists regardless of the legality of that
activity. Paul Smith Marketing Communications
(1999)
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Personal Moral Philosophies
Ethical Decisions
Organisational Relationships
Opportunity
Factors that influence the ethical decision
making process
Dibb et al
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ETHICAL ISSUES IN MARKETING
Ethical Issues Defined 1. An ethical issue is an
identifiable problem, situation or opportunity
requiring an individual or organisation to choose
from among several actions which must be
evaluated as right or wrong ethical or
unethical. 2. Ethical issues may stem from
conflicts between a marketers attempt to achieve
organisational objectives and customers desires
for safe and reliable products.
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Advertising

• Abuses can include
• Exaggerated claims - cannot be substantiated.
• Concealed facts- material facts deliberately
  omitted from a message.
• Ambiguous sayings weasel words e.g. help
• Outright lying - common in slimming industry.

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What makes a great ad
Great ads are original, strategically sound and
perfectly executed Wells, Burnett
Moriarty (1995)
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• Strategy - carefully directed at a specific
  audience - it is driven by this objective
• Creativity - The creative concept is a central
  idea that gets your attention and sticks in your
  memory.
• Execution - Great ads are well executed -
  details, techniques and production all set them
  apart.

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Advertising Questions

• Who should and should not be advertised to?
• What should and should not be advertised?
• What should and should not be the content of the
  advertising message?
• What should and should not be the tone of the
  advertising message?
• What should and should not be advertising's
  conscious obligation to society

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Managing an Advertising Campaign

• SOS
• Situation - Where are we now?
• Objectives - Where do we want to go?
• Strategy - How will we get there?

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The Situation

• The advertising campaign planning process
  incorporates an analysis of the current situation
• What are the current sales trend ?
• How big are competitions sales?
• Profile of actual and potential customers
• Who is the target market now and in the future?
• When/where do they buy?
• Brand position/use/non use

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OBJECTIVE

• Having considered both primary and secondary
  information you should have a clear picture of
  where you are to make the decisions about where
  you want to be.
• SMART
• SPECIFIC -
• MEASURABLE -
• ACTIONABLE
• REALISTIC
• TIME SPECIFIC

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Objectives

• If you dont know where youre going, any road
  will take you up there.
• Objectives should be quantified - SMART
• Specific
• Measurable
• Actionable
• Realistic
• Time Specific

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Communication Objectives
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Strategy

• With the situation fully researched and clear
  objectives identified, the campaign or
  advertising strategy can now be developed.
• Will include decisions about
• Positioning
• Objectives
• Target audience
• Key benefits
• Secondary benefits
• Media decisions

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SITUATION
Adapted from PR Smith (1996)
OBJECTIVES
STRATEGY
Creative Brief
Media Brief
Concepts
Media Strategy Selection
Client approval
Vehicle Selection
Concept research (focus group)
Proposed Schedule
Concept approval (ITVA/CAP)
Client Approval
Production
Media Buyer
Approval/Clearance
Ad Rolls out
Testing
Tracking/Monitoring
Roll out
Tracking/monitoring
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Pre-testing Unfinished Advertisements

• Concept Testing - rough outline, story outline
• Focus Groups - 8 -10 individuals for in-depth
  interviews
• Consumer Juries - representatives of target
  markets rank paste ups

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Pre-testing Finished Advertisements

• Dummy Vehicles
• Readability tests
• Theatre tests

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Physiological Measures

• Pupil Dilation
• Eye Tracking
• Galvanic Skin Response
• Tachistoscopes

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Post Testing

• Inquiry Tests
• Recall Tests - Unaided and aided
• Recognition Tests - Starch Readership Report
• Sales Tests
• Tracking Studies
• Financial Analysis
• Likeability

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International Marketing Communication
Operating in this milieu requires much greater
sensitivity to national differences that we are
accustomed to having. The mere fact that one
stays in the same sort of hotel anywhere in the
world, that one arrives in the same sort of the
car all gives a superficial feeling of sameness
which is desperately misleading and must never be
taken for granted.
Sir John Harvey-Jones
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Translating International Advertising Copy

• Avoid jargon, buzz-words
• Leave space to expand foreign language text
• Check local legal requirements and codes of
  conduct
• Ensure translator speaks the everyday language of
  the country e.g. Spanish spoken in Latin America
  is different to that spoken in Spain, English
  spoken in UK differs form that in America,
  French French or Belgian French.

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Translating Continued

• Brief the translator so they get a feel for
• the product - dont just hand over the copy.
• Check the translation with distributors and
• customers in the local market.
• Re-translate the materials back into English as
  
• safety check.

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Disadvantages of Standardisation

• Stifles creativity
• Frustrated local management
• Minimal effort from local agency
• Lost opportunities
• Different product life cycles
• Wrong idea
• Difficult translation
• False savings
• Market complexities
• Inexperienced staff