DEVOLOPING AND MANAGING AN ADVERTISING PROGRAM

DEVOLOPING AND MANAGING AN ADVERTISING PROGRAM

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertusers include not only business firmsa, but also museums,  charitable organization, and government agencies that direct messages to target  publics. Ads are a cost-effective way to disseminate messages, whether to build brand preference for coca cola or to educate people to avoid hard drugs.

The advertising department’s job is to proporse a budged; develop advertising strategy; approve ads and campaigns; and handle direct-mail advertising, dealer displays, and other forms of advertising. Most vompanies use on outside agency to help create advertising compaigns and to select and purchase media.

The result is integrated and more effective marketing communications and a much lower total communications cost.

Advertising agencies need to redefine themselves as communication companies and assist clients in improving their overall communication effectiveness. Yet many agencies have reduced the size of their research departments and therefone are less able to build a research-based brand strategy.

Setting the Advertising Ojectives

The advertising objektives must flow from prior decision on target market, market positioning, and marketing mix.

Advertising goal (or objektive) is a specific communication task and  achievement level to be accomplished with a specific audience in a specific period of time. Colley provides  an example :

The five Ms of Advertising

 

Hierarchy of  Effects

·         Informative Advertising aims to create awareness and knowledge of new product or new features of exicting products. When Subaru first introduced its cars in the United States, its advertising simply repearted the name Subaru.

·         Persuasive Advertising  aims to create liking, preference, convictation, and purchase of a product or service thus chivas regal attempts to persuade consumers that it delivers more taste and status than other brands of scotch whiskey. Some persuasive advertising uses cmparative advertising, whict makes an explicit  comparison of  the attributes of two or more brands. The Burger  King Comparation used comparative advertising for its attak on McDonald’s (Burger  King’s burgers are flame-broiled, McDonald’s are fried). Schering Plough claimed that “New Ocu Clear relieves three time longer than vinise”. Comparative advertising works best when it elicits vognitive and affective motivations simultaneusly.

·         Reminder Advertising aims to stimulate repeat purchase of product  and services. Expensive, four –color   coca cola ads in magazines are intented to remind people to pur-chase Coca Cola.

·         Reinforcement advertising aims to convince current purchasers that they made the right choice. Automobile ads often depict satified customers enjoying special features of their   new car.

Deciding On The Advertising Budget

There are five specific factors to consider when setting the Advertising budget :

1.      Stage in the product live cycle : New products typically receive large advertising budgets to build avareness and to gain consumer trial. Established brands usually are supported with lower advertising budgets as ratio to sales.

2.      Market share  and consumer base : High market share brands usually require les advertising expenditure as a percentage of sales to maintain share. To build share by increasing market size requires large expenditures . on a  cost aper impressioan  basis , it is less expensive to reach consumers of a widely used brand than to reach consumers of low share brands.

3.      Competition and clutter : In a market with a large number of competitors and high advertising spending, a brand must advertise more heavily  to be heard. Even simple clutter from advertisements not directly competitive to the brand creates a need for heavier advertising.

4.      Advertising Frequency : The number of repetitions needed to put  across the brand’s message to consumers has an important impact on the advertising budget.

5.      Product subtitutability : brands in a commodity class (cigarettes,  beer, soft drinks) require heavy advertising to establish a differntial image. Advertising is also important when a brand can offer unique physical benefits features.

Message Evaluation  and Selection a good ad normally focuses core selling proposition. Dik twedt suggested that messages be rated on desirability, exclusiveness, and believability¹⁴.

Memorable and attention getting word must be found. The themes listed the on the left would have had much less impact withhout the creative phrasing on the right.

Theme 7-up is not a cola Milk is good for you Our technology  van help yau do  almost anything. No hard sell, just a  good  car. We don’t rent as many cars, so we have to do more for our customers. Red roof inns offer inexpensive lodging.

Creative Copy Tjhe Un-Cola (7-Up). Good milk? (milk industri) Where do you want to go today ? (Microsoft) Drivers wanted (volkswagen) We tru harder. “Sleep  cheap at red roof inns”

RISE AND SIGN

SOCIAL RESPONSIBILITY REVIEW Advertisers and their agencies must be sure their “vreative”advertising does not overstep social and leal nomrs. Most marketers work hard to communicate openlyand honestly with consumers. Still, abuses accur, and public policy makers have devoloped a subtantia body of laws and regulations to govern advertising.

To be socially responsible, advertisers must be careful not to offend ethnic groups racial minorities, or special-interest groups. Consider the following example :

1.      A commercial for Black Flag insecticide was altered after a veterans group protested the playing of Taps over dead bugs.

2.      Ads for Calvin Klein apparel, featuring the waifish model Kate Moss, have come under attack from Boycott Anorexic Marketing.

Decinding On Media and Measuring Effectiveness

After choosting the massage, the advertiser’s next task is to choose media to carry it. The steps here are deciding on desired reach, frequency, and impact; choosing among major media types;selecting specific media vehicles; deciding on media timing;and deciding on geographical media allocation. Then the results of these decisions need to be evaluated.

Decinding On Reach, Frequency, and Impact

Media selection is finding the most cost-effective media to dilive the desired number and type of exposures to the target audience. The effect of exposures on audience awareness depends on the exposures’ reach, frequency, and impact :

1.      Reach (R) : The number of different persons or households exposed to a particular media schedule at least once during a specified time period.

2.      Freguency (F) : The number of imes within the specified time period that an average persons or households exposed to the message.

3.      Impact (I) : the qualitativevolue of an exposure through a given medium (thus a foog ad in good housekeeping would have a higher impact than in police Gazette).

Figure 20.2 (b) show the relationship between audience awareness and reach. Audience awareness will be greater, the higher the exposures’reach, frequency, and impact.

 

There are importan t trade-offs among reach, frequency, and impact. Suppose the planner has an advertising budget of $1,000,000 and the ccost per thousand exposures  of everage quality is $5. This ameans the advertiser can buy 200.000.000 exposures ($1.000.000 ÷ [5/1.000]). If the advertiser seeks an everange exposure frequecy of 10 then the advertiser can reavh 20.000.000 people (200.000.000 ÷ 10) with the givent budget.