Post on 05-Apr-2018
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Advertising CampaignA series of related
advertisements focusing
on a common theme, slogan,
and set of advertising
appeals.
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Steps in Creating anAdvertising Campaign
Determine theadvertising objectives.
Make creative decisions. Make media decisions.
Evaluate the campaign.
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Setting ObjectivesDAGMAR Approach
DefineTarget Audience
Define DesiredPercentage
Change
Define the TimeFrame for Change
Goal of
Advertising
Objectives
Defining Ad Goals for Measured Advertising Results
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DAGMAR Objectives
Measure effects of August 21 - October 12006 advertising campaign onconsumers.
Target audience: 25-49, HH Incomes of>50K.
Awareness objective from less than 10%to 50% in the post-wave (November 2006)
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Creative Decisions
Componentsof
CreativeDecisions
Develop and EvaluateAdvertising Appeals
Execute
the Message
Evaluate theCampaigns Effectiveness
IdentifyProduct Benefits
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Identify Product Benefits
Attribute
Benefit
Powerades new line has been
reformulated to combine thescientific benefits of sports drinks
with
B vitamins and to speed up energymetabolism.
So, youll satisfy your thirst with a
great-tasting drink that will power
you throughout the day.
so what?
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Advertising
AppealReason for a personto buy a product.
Desirable, exclusive, and
believable advertising appeal
selected as the theme for a
campaign.
Unique SellingProposition
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Common Advertising Appeals
Value
Health
Love or romance
Fear
Admiration
Convenience
Fun and pleasure
Vanity and egotism
EnvironmentalConsciousness
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Used in selling cosmetics and perfumes
Social embarrassment, old age, losing health
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Key to advertising vacations, beer, parks
Used for expensive or conspicuous items
Centers around environmental protection
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Executing the Message
Mood orImage
Musical
Demon-stration
Scientific
Real/AnimatedProductSymbols
Fantasy
LifestyleSlice-of-Life
Humorous
Spokes-person/
Testimonial
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Copy
headline
subhead
body copy
slogan
STORYBOARD
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Major Advertising Media
NewspapersMagazines
Radio
Television
Outdoor Media
Yellow Pages
Internet
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Newspapers 19%
Advantages Disadvantages
Short lead times
Coop Advertising
Geographic selectivity
Short lifespan
Low pass-along rate
Color capabilities
Selectivity of narrow
markets
LOCAL
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Cooperative
Advertising
Cooperative Advertising
An arrangement in which
the manufacturer and theretailer
split the costs of
advertising themanufacturers brand.
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Magazines 5%
Advantages Disadvantages
Image reproduction
Long life
High demographic selectivity
Long lead time
Limited demonstration
capabilities
NATIONAL
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Radio 8%
Advantages Disadvantages
Low cost
Short lead times
High selectivity
Immediacy
No visual treatment
Short life span
Highly fragmented
audience
LOCAL
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Television 25%
Advantages Disadvantages
Mass coverage
Low cost per customer
Demographic
selectivity
High color capabilities
High execution cost
Skepticism
Technology
Clutter
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Outdoor Media
Advantages Disadvantages
Geographic selectivity
Low costs
High noise level
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Internet
Advantages Disadvantages
Fast growing
Ability to reachnarrow targetaudience
Short lead time
Moderate cost
Difficult tomeasure ad
effectiveness andROI
Ad exposure relieson click through
from banner ads
Not all consumershave access to
Internet
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Alternative Media
Ads in Movies
Interactive Kiosks
ComputerScreen Savers
Shopping Carts
DVDs
Advertainments
Cell Phone Ads
Subway Tunnel Ads
Floor Ads
Video Game Ads
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Videogame Advertising
Microsoft plans to acquire Massive inc.,a start-up that places ads in videogames.
Ads are inserted into thegame environment.
Video games could becomea large new medium foradvertising.
Di t A i t
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Directory AssistanceAdvertising
Companies are offering freetelephone directory assistancebut theres an advertisement first.
The audio ads are narrowlytargeted,and are 10 to 12 seconds.
The growth of such free servicescould represent another change in
the telecom industry.
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Media Selection Considerations
Cost per Contact
FactorsInfluencing
Media MixDecisions
Reach: portion of audiencewe want to reach
Frequency: how often?
Audience SelectivityWhat media?
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Rating, GRPs
Friends TV show$300,000 per 30 seconds
18 - rating. HH tuned to the show / totalhouseholds
If we had 2 commercials per week for 4weeks, Friends would accumulate ___ GRPs.GRP = Reach(as given by ratings) *Frequency
GRP =
GRPRepresents the WEIGHT OF MEDIA EFFORT
SWEEPS
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CPM (Cost Per Thousand)
4-color ad in Sports Illustrated
Cost = $10,000,000 (10 Million)
Reached 2.0 Million readersCost to reach 1 person =
CPM = Cost per person* 1000 =
CPM = 5 * 1000 =
ESPN = $ 6000
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CPM for SuperBowl
The super bowl ads cost an average of$2.2 million
Estimated audience of 43,618,000
CPM = $ 50.44
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Media Scheduling
Types ofMedia Schedules
Continuous Media Schedule
Flighted Media Schedule
Pulsing Media Schedule
Seasonal Media Schedule
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Media Scheduling
ContinuousMedia Schedule
FlightedMedia Schedule
PulsingMedia Schedule
SeasonalMedia Schedule
Advertising is run steadilythroughout the period.
Advertising is run heavily everyother month or every two weeks.
Advertising combines continuousscheduling with flighting.
Advertising is run only when theproduct is likely to be used.