Why Multiple Instruments?

1
Why Multiple Instruments?

• Imagine being interested in buying a new car!
• What do you do?
• Watch car commercials on TV or in the Internet
  more attentively decision? No!
• Read magazine ads decision? No, but
  development of relevant set
• Read car magazines, watch TV programs about
  cars decision? No, but increased knowledge of
  cars
• Visit relevant car manufacturers web sites
  decision? No, but deepened knowledge of a
  selection of cars
• Order brochure of some cars decision? No!
• Visit specific car seller (talking to salesman,
  reading watching further material, testing car)
  - decision? Maybe.

2

• Advertising

3
What is Advertising?

• Paid
• non-personal communication
• from an identified sponsor
• using mass and interactive media
• to persuade or influence
• an audience.

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What is Advertising?

• Key elements of advertising include the
  determination of the best message in the most
  appropriate media to reach identified target
  audiences and to achieve stated objectives.

5
What Advertising Does?

• Informs
• Persuades
• Differentiates
• Reminds
• Adds value
• Assists other marcom activities

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What Advertising Does?

• Informs

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What Advertising Does?

• Informs

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What Advertising Does?

• Informs

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What Advertising Does?

• Persuades

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What Advertising Does?

• Persuades

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What Advertising Does?

• Differentiates

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What Advertising Does?
Differentiates
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What Advertising Does?

• Reminds

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What Advertising Does?

• Reminds

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What Advertising Does?

• Adds value

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What Advertising Does?

• Adds value

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What Advertising Does?

• Assists marcom activities

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Advertising Advantages

• Ability to control message
• Cost effective way to reach a large target market
  (Cost per contact is low)
• Ability to create images and differentiate brands
• Can sometimes strike responsive reaction from
  customers
• Reaches large, geographically dispersed audiences
  
• Builds brand image

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Advertising Disadvantages

• High costs of producing and placing ads
• Difficult to determine effectiveness
• Credibility problems
• Clutter
• Not very persuasive

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Parties Involved in Advertising

• The Advertiser
• The Advertising Agency
• The Media
• Suppliers
• The Target Audience (Buyers/Consumers)

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Advertiser
The manufacturer, service company, retailer, or
supplier who advertises their product or service
or cause
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The Advertising Agency

• Firm that handles all aspects of the advg
  process, including planning, creation  design,
  production and placement of advertising (i.e.
  full-service)

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The Media

• A vehicle or group of vehicles used to convey
  information, news, entertainment, and advertising
  messages to an audience.
• These include television, newspapers, magazines,
  radio, billboards, etc.

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Suppliers

• Provide specialized service
• Artists, writers, photographers, directors,
  producers, consultants.
• May increase or decrease advertising
  effectiveness.

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The Target Audience

• The target audeince can be any group of people
  from the retailers, consumers, employees,
  shareholders
• Identification of the target audience is
  essential for advertising.
• Adv. strategy, creative strategy, media strategy
  are all determined according to the target
  audeince.
• Research about target audience

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Developing and Managing the Advertising Campaign
Five main decisions in developing an advertising
program (5 Ms) 1. What are advertising
objectives (mission)? 2. How much can be spent
(money)? 3. What message should be sent
(message)? 4. What media should be used
(media)? 5. How should results be measured
(measurement)?
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Developing and Managing the Advertising Campaign

• Objectives can be classified by aim
• Inform
• Persuade
• Remind
• Differentiate
• Add value
• Assist other marcom activities

• The Five Ms of Advertising

• Mission
• Money
• Message
• Media
• Measurement

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Developing and Managing the Advertising Campaign

• Objectives can be classified by aim
• AIDA (attention, interest, desire, action)
• Hierarchy of effects

• The Five Ms of Advertising

• Mission
• Money
• Message
• Media
• Measurement

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Developing and Managing the Advertising Campaign

• Budget of advertising
• Production budget
• Media budget

• The Five Ms of Advertising

• Mission
• Money
• Message
• Media
• Measurement

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Developing and Managing the Advertising Campaign

• Creating advertising message
• Message aim
• Message strategy (advertising appeals)
• Creative concept (Big Idea)
• Execution
• Message evaluation

• The Five Ms of Advertising

• Mission
• Money
• Message
• Media
• Measurement

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Advertising Appeals

• Informational/Rational Appeals
• Feature Appeals
• Competitive advantage
• Favorable price appeals
• News appeals
• Product/service popularity
• Generic
• Emotional Appeals
• Personal Stage of Feelings Safety, Security,
  Love, Comfort, Happiness, Excitement, Joy, Pride,
  Pleasure, Achievement,
• Social-Based Feelings Recognition, Status,
  Respect, Involvement, Approval etc.
• Combining Rational and Emotional Appeals

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Advertising Execution

• Straight-sell or factual message
• Scientific/technical evidence
• Demonstration
• Comparison
• Testimonials
• Slice of life
• Animation
• Personality symbol
• Fantasy
• Dramatization
• Humor
• Combinations

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Special Message Strategies Unique Selling
Proposition

• Superiority claims based on unique physical
  feature or benefit of product
• Most useful when point of difference cannot be
  readily matched by competitors, i.e. product has
  unique characteristic or can uniquely satisfy
  need

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Special Message Strategies Consumer Benefit
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Special Message Strategies Promise
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Special Message Strategies Brand Image
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Developing and Managing the Advertising Campaign

• Developing media strategy involves
• Selecting media and vehicles
• Deciding on reach, frequency, and impact
• Determining media timing
• Deciding on media budget allocation

• The Five Ms of Advertising

• Mission
• Money
• Message
• Media
• Measurement

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Developing and Managing the Advertising Campaign

• Evaluating advertising effectiveness
• Communication-effect research
• Sales-effect research

• The Five Ms of Advertising

• Mission
• Money
• Message
• Media
• Measurement

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Evaluating Your Advertising Is It

• Focused on your message, your USP?
• Geared to key benefits?
• Consistent with your business?
• Clear, understandable?
• Attention-getting, unique?
• Timely?
• Realistic, deliverable?
• Is it bringing in customers?
• Is it bringing in inquiries?

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Advertising Campaign Example

• Darüssafaka Egitim Kurumlari (Darüssafaka
  Education Institute)
• Aims To create awareness about Darüssafaka
  Egitim Kurumlari by emotional ways and to
  motivate people for donation.
• To explain that the institute is not only a
  social help institutition, but also a place which
  provides qualified education for orphan and
  skilled children.

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Advertising Campaign Example

• Target Audience Individuals who are volunteers
  for donation and think that Turkey will be more
  modern with the good educated generations.
• Media TV, outdoor, print, cinema
• Executions http//www.effieturkiye.org/2011/index
  .htm

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Advertising Campaign Example

• Results
• Donations (TL) 2008 2010
• Individual 2.462.000 5.587.062
• Institutional 2.188.000 6.096.053
• Total 4.650.000 11.683.125

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Advertising Campaign Example

• Altinyunus Hotel in Çesme
• Problem Altinyunus Hotel cannot fill its rooms
  although it has potential. Available hotel guests
  are not spending extra money at the hotel.
• Solution The agency identified that average age
  of hotel guests are high (45). More young guests
  should be attracted to the hotel.

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Advertisings
45
Advertisings
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Advertisings
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Advertising Campaign Example

• Results The average age of the hotel guests
  decreased from 45 to 35! Hotels capacity is used
  more.