Marketing Mix - Advertising Flashcards
Promotion
- Advertising
- Direct & Digital
- Public Relations
- Sales Promotion
- Personal Selling
Advertising is
Non-personal paid for communications targeted through mass media with the purpose of achieving set objectives such as creating awareness or encouraging trial.
It is a means of reaching large audiences in a cost effective manner
Principle Elements:
The Message
THE MESSAGE:
should be appropriate for the target audience, capable of gaining attention, significant, interesting, stimulating, understandable, relevant.
Principle Elements:
The Media
THE MEDIA:
suited for the audience in terms of accessibility and cost, and type of content
Principle Elements: Timing
TIMING:
Acceptable/logical
Advertising can be used too…
DRIP
D…ifferentiate
R…emind/reassure
I…nform
P…ersuade
The Influencer Model of Communication
Message source goes to both Opinion leaders/formers (interlink)
TA1 TAn
Top 3 Advertising Media
Combined share over 80% of the market.
- Internet
- TV
Media Definition
Media
- The general communication
methods that carry advertising messages Internet, Television, Newspapers, Radio, Magazines
Vehicle Definition
Vehicle
- Specific broadcast programs
Print choices or Web sites in which
advertisements are placed
Acquisition - Search Marketing
PPC
Organic
Internet - Advantages
Strengths:
- High level of interaction
- Immediate response possible
- Tight targeting
- Relationship building
- Measurable
- Social interaction
Internet - Disadvantages
- Unsolicited emails
- Information overload
- Huge variability in web designs and usability
TV Advertising
- Nearly 99% of all households have televisions
- Uniquely personal and demonstrative
- Over 600 television channels
Ideas
Ideas are what ads is built upon.
Appeals based on emotion - Fear
Fear – Threat of social rejection e.g. plaque on teeth, dandruff. Threat of physical danger e.g., Life assurance, drink driving.
Appeals based on emotion - Humour
Humour attracts attention and stimulates interest
Appeals based on emotion - Sex
Sex – Sexual innuendo and use of sex is excellent for gaining attention.
John Hegarty of Bartle Bootle & Hegarty famously said ‘Sex Sells’
Appeals based on emotion - Animation
Animation – Often used with potentially boring products
e.g. Banks, Insurance and Utilities (gas and electricity)
Appeals based on emotion - Music
Music – Can create association with advertisement. It has the potential to gain attention and assist product differentiation e.g., car advertisements
Appeals Based on emotion - Fantasy and surrealism
Fantasy and Surrealism – Used in association with certain images and symbols allows advertiser to focus attention on the product e.g., Alcohol, Perfume and recently Twinings Tea.
Appeals Based on emotion - Factual
Factual -The aim of this type of message is to provide factual information and
provide rational and logical arguments to allow consumers to complete their decision-making processes
Rational Appeals - Slice of Life
Slice of Life - To present the message in such a way that the receiver can identify
immediately with the scenario being presented.
Rational Appeals - Demonstration
Demonstration -The brand is depicted as the instrument of resolving a problem
Rational Appeals - Comparative
Comparative - The messages are based on the comparison of a main competitor or all competing brands
TV - Strengths
Strengths:
Visual and audio capabilities
Has the ability to interact
Ability to generate excitement and impact
Reaches large audience
Specialist channels to improve targeting
Sponsorship of program
TV - Weaknesses
Weaknesses:
Erosion of audience
Requires production specialists
Digital boxes allows consumer to skip ads
Newspapers
National newspaper circulation in the UK has decreased from 22 million in 2010 to10.4 millionin 2018, a decline of 52.5%.
(6 Aug 2019)
Newspapers - Strengths
Strengths:
- Segments audiences by title and locale
- Mass audience coverage
- Ability to use detailed copy
- Credibility of newspaper can benefit the advert
Newspapers - Weaknesses
Weaknesses;
Clutter
Little flexibility for creative messages
Mediocre reproduction quality
National Buying complicated
Short life of newspapers
Magazines - Strengths
Strengths:
- Can reach large audiences
- Selectivity- reaches demographic and lifestyle segments
- Long life
- High reproduction quality
- Detailed information possible
Magazines - Weaknesses
Weaknesses:
- Clutter
- Limited geographic options
- Circulation patterns vary by market – weekly, monthly and quarterly
Buying Radio advertising
- Matching station format with target market
- Geographic coverage
- Day part choice
Radio - Strengths:
Strengths:
Can reach segmented audiences
Intimacy
Economy
Transfer of imagery from TV
Use of local personalities
Radio - Limitations:
Limitations:
Clutter
No visuals
Difficult to get audience attention
Cinema - Strengths:
Strengths:
Captive audience
High recall value
Very creative and visually
appealing
National advertisers can highlight local stockists
Cinema - Weaknesses
Weaknesses:
Inconsistent audience figures
Seasonal variations
Local advertisers look tame with still photographs against national ads
High production costs
Outdoor Media - Strengths
Strengths:
- Relatively inexpensive
- Many repeat exposures
- Location orientated
Outdoor Media - Limitations
Limitations:
- Only a very limited message is possible
- Cannot segment audience
- Difficult to measure
The GOAL
To reach the right people at the right time with the right message in sufficient quantity to induce a favourable attitudinal or behavioural disposition to the brand at the lowest possible cost.
Evaluation Pre/Post Testing
Pre-testing
Focus groups
Post-testing
Inquiry tests Recall tests Sales tests Financial tests Tracking studies Likeability tests
Summary
- Buying media time and space is a complex activity;
- There are many factors for a media planner to consider includingsize and dispersion of audience and variety of media;
- Decisions must be taken on how often a message should berepeated;
- Timing is very important if a message is to be effective;
