Topic 2 Flashcards
Advertising definition
placement of announcements & persuasive messages in time or space purchased in any of the mass media to inform &/or persuade members of a particular target market or audience about their products, services, organizations, or ideas
elements of advertising definition
- COMMUNICATION PROCESS: coordinated (advertiser,advertisement,media,target market)
- IMPERSONAL CHARACTER: no personal contact between advertiser and target market
- PAID & CONTROLLED COMMUNICATION: advertiser controls the length and characteristics of ad
- MASSIVE MEDIUMS: reach a large number of people at the same time
- PRODUCT, SERVICE, IDEA OR ORGANIZATION: tangibles or intangibles, political or religious ideas, non-profit organizations, or public institutions
- INFORM AND INFLUENCE OF BUYING PROCESS: are the 2 key objectives of advertising
communication programmes
- sales generators (immediate ROI)
2. brand builders (generate long-term value)
types of advertising by nature of advertiser
- company,
- association,
- public agency
types of advertising by number of advertisers
individual or collective
types of advertising by activity of advertiser
- manufacturer,
- producer,
- intermediary
types of advertising by nature of product
good or service
types of advertising by product end user
b2c, b2b, institutions
types of advertising nature of ad
corporate, product based
types of advertising by ad structure
comparative or non-comparative
types of advertising by campaign reach
- local or regional,
- national,
- international
types of advertising by media used
press, radio, television, cinema, outdoors, direct, in-store, digital, events
types of advertising by style used
- instructive-educative,
- affective-emotive,
- musical,
- fantasy,
- humor,
- cartoons
advertiser definition
company, organization, or individual who pays for advertising space or time to present an announcement or persuasive message to the public
Any Advertising activity should be arranged on the following stages:
- planning
- creativity
- execution
- measurement
Advertisement definition
a stimulus field, with an active principle, intended to induce bahaviors
the active principle is that element of the stimulus set that “acts” in the sense the advertiser wants: produces the desired effects
Advertisement requirements
- It has to penetrate the mind of the target consumer:
* It is perceived clearly
* It is understood - It has to interest: It engages a need, a desire.
- It has to remain in the mind. If it is understood and interesting, the active principle becomes operative: it remains in the mind of the consumer consciously or unconsciously.
Products and services deliver fundamental elements of value that address four kinds of needs:
- Functional
- Emotional,
- Life changing
- Social impact
In general, the more elements provided, the greater customers’ loyalty and the higher the company’s sustained revenue growth.
A brief is
a proposition that the client wishes to communicate to the target market. The creative team will transform the proposition into something EXCITING and ATTRACTIVE to the target market.
The creative team will decide upon the “creative concept”. This will be a motivational idea.
The words used to express the creative concept are called
‘copy.’
The images, pictures and diagrams are created i.e.
the ‘design’ or ‘layout’.
COPY STRATEGY definition
- Brief document that identifies the basis on which we expect the consumer to prefer to buy our products instead of those of the competition.
- It is a selling proposition, the formal, non-creative expression of the argued benefit of the product on which the creativity and media of the campaign will be articulated.
- Provides continuity to advertising. It is a document for the long term, not subject to change of criterion.
Benefit
Benefit is the promise offered by the product/service directly related to the consumer need we aim to satisfy as defined in our product positioning.
Examples of benefit and reason why
ARIEL
Benefit → whiter results
Reason why → Enzime X
Example of Copy Strategy: Nestlé chocolate
• TARGET MARKET: Parents (individuals with children)
• PROMISE
– RATIONAL BENEFIT: Nestlé chocolate contains lots of milk and is good food for your children.
– EMOTIONAL BENEFIT: Giving them Nestlé chocolate your children will grow healthy and strong, because you are giving them the best.
• REASON WHY: A Nestlé chocolate tablet equals a large glass of milk. And it is also Nestlé
• TONE: happiness, slice of life.
Advertising agency definition
- An organization that provides a variety of advertising related services to clients seeking assistance in their advertising activities.
- An advertising agency handles part or all marketing communications activities on behalf of a client organization.
- A commission is generally taken by the agency which tends to be taken from the media purchases of the client organisation.
Types of advertising agency
- FULL-SERVICE advertising agency: engages in planning & administration of advertising campaigns, including setting objectives, developing strategies, developing & producing the messages, developing & executing media plans, & coordinating related activities
- LIMITED-SERVICE advertising agency: concentrates on one of the major functions such as developing & producing messages or media plans.
Six major departments in an advertising agency
- client services
- account planning
- creative services
- production services
- media buying
- administrative services
client services
keeps the agency teams working on the account on schedule and within budget
account planning
includes research and takes the consumer’s view. looks for efficiency of campaigns
creative services
develops the advertising message
production services
brings the images and words to life for radio & television commercials
media service
help the client choose the most effective media options within the client’s budgets
administrative services
includes the accounting personnel, billing & sales departments of an ad agency
one of the main duties of client services
a solid creative brief
Account planning department
This department combines research with strategic thinking.
Creative department
- drives the advertising agency
- the creative department is responsible for the product
Roles in Creative department
In many agencies, copywriters and art directors are paired up, working as teams.
Everyone within creative services reports to the Creative Director.
Production department
During the creative process, the production department will be consulted to talk about the feasibility of executing certain ideas.
Media buying department
Its function is to procure the advertising time and/or space required for a successful advertising campaign.
small advertising agency teams
- account planning team
- creative department
- media department
- production department
The advertising strategy
- A bold advertising strategy should address the problems and opportunities that can have the greatest impact on sales, profits and the value of a company
- To do that you should identify one or more strategic objectives, such as increasing website traffic or building a vivid brand personality.
- Strategic objectives should, of course, support the company marketing plan, which in turn supports the business plan.
there are 2 parts to any advertising strategy
part 1 → ASSESSMENT: what are the major risks, opportunities and trends in the market?
part 2 → ACTION: what should you do about those risks, opportunities and trends?
part 2 → ACTION: what should you do about those risks, opportunities and trends?
- Here’s where you articulate your strategic objectives. Those objectives, of course, should be based on what the business should do about the most significant opportunities and problems revealed in the assessment.
- What strategy, for example, should you take regarding the competition, changes in consumer behavior and media consumption?
- What if anything should you do with the brand, with direct marketing, on social media platforms?
The 4 Life Cycle stages
- introduction
- growth
- maturity
- decline
introduction stage
- low sales
- high cost per customer
- financial losses
- innovative customers
- few (if any) competitors
growth stage
- increasing sales
- cost per customer falls
- profits rise
- increasing number of customers
- more competitors
maturity stage
- peak sales
- cost per customer lowest
- profits high
- mass market
- stable number of competitors
decline stage
- falling sales
- cost per customer low
- profits fall
- customer base contracts
- number of competitors fall
communication objectives and the product life cycle stages
- introduction → awareness
- growth → brand building
- maturity → maintain/increase market share
- decline → minimise expenses
Advertising Plan
Advertising agencies and their clients plan for advertising. Any plan should address the following stages:
● Who is the potential TARGET MARKET of the campaign?
● WHAT do I wish to communicate to this target market?
● Why is this message so IMPORTANT to them?
● What is the BEST MEDIUM for this message?
● What would be the most appropriate TIMING?
● What RESOURCES will the advertising campaign need?
● How do we CONTROL our advertising and monitor success?
Traditionally there were two key categories of communication,
namely ‘Above-the-line’ and ‘Below-the-line’. Nowadays we also observe ‘Through the line’
ATL
Advertising & PR activities that are largely non-targeted and have a wide reach. It is done to build the brand and inform the customers about the product.
BTL
very specific, memorable and direct communication activities focused on targeted groups of consumers. It focuses more on conversions than on building the brand.
TTL
It refers to 360 degree communication: develop campaigns with the vision of brand building as well as conversions, integrating ATL and BTL activity.
Nowadays marketers and advertisers have many more platforms and much more technology available.
Some are actually pretty difficult to define as either ATL, BTL or TTL.
main digital channels
- search engine brand placement (seo,sem)
- display advertising (direct and affiliation)
- social media presence (social networks, brand communities, blogs, forums)
- youtube and web tv
- in-game advertising
- email marketing
- mobile site & mobile applications
digital advertising formats
• Native Advertising: It is integrated into the editorial content so that it does not look like an advertisement.
• Email marketing: Still a great sales generator and works for user acquisition
• Social Ads: RRSS and Instant Messaging Ads: FB, Instagram, Messenger
• Display: Graphic formats (Banners, Rollover, enriched media)
• Dynamic retargeting: Usually in Display or Social Ads
• Search Engine Advertising (SEM): Uses text only. It is the one with
the highest investment
• Mobile Ads: Usually used within apps and in navigation. As Display or Social Ads. It tends to be diluted in the other formats.
• Online video: More and more used and less image or text
Digital advertising payment models
- CPM (Cost Per Mille Impressions).
- CPV (Cost Per Visualization) - videos
- CPC/ PPC (Cost Per Click/ Pay per click)
- CPL (Cost Per Lead)
- CPA (Cost Per Acquisition)
An audience is defined as
“the number and/or characteristics of the persons or households who are exposed to a particular type of advertising media or media vehicle.
Audience duplication refers to the
total number of persons or households exposed more than once to the same media vehicle or to a particular advertising campaign during a specified period of time
Target Market vs Target Audience
target audience: target for communications, media, entertainment, information or advertising
target market: target customer for products and services
audience metrics
- reach
- frequency
- GRPs
- impressions
- money spent
- impressions
- tweets, likes
- reviews
- subscribers, followers
reach
It is an audience measure:
% of people (target market) exposed to a particular media vehicle at least once in the period under consideration.
Reach is unduplicated:
Combined reach will NOT be a straight mathematical addition
Average Opportunity to see (OTS)
▪ Average number of exposures amongst those who have been reached
▪ A derived number hence can be in decimals
▪ Calculated as the weighted average of the frequency distribution
Gross Rating Points (GRPs)
▪ It measures advertising impact.
▪ A measure of % of target market exposed to
our communication.
▪ Obtained through monitoring weekly television ratings and program rankings.
▪ A single rating point represents 1 percent of target market
Impressions
▪ Impressions are when an ad or any other form of digital media renders on a user’s screen.
▪ Impressions are not action-based and are merely defined by a user potentially seeing the advertisement
▪ The current standard for tracking online impressions is based on served content: whenever a file is accessed and transmitted that activity counts as an impression
Viewable Impressions
refine the impression count by excluding cases where, in all likelihood, the content was not seen, for different reasons
what does the BENEFIT have to be?
- It must be UNIQUE and FOCUSED on the MOST RELEVANT ASPECT for the CONSUMER (Metro de Madrid - Fast)
- Must be DIFFERENTIAL over the competition (BMW-Pleasure to drive, Citroen- Price / affordable)
- They can be RATIONAL or EMOTIONAL (Duck WC- Container shape)
- They must be SUSTAINABLE in time (Coors Light - “The World’s Most Refreshing Beer”; Sanex- Healthy skin)
