Professional Documents
Culture Documents
Media Planning & Advertising
Media Planning & Advertising
Media Planning & Advertising
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Learning Objectives
Definition and roles of advertising
Major players of advertising
An overview of what makes effective
advertising
Current advertising issues
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EXH4-9
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U.S. Advertising Volume, 1997 ($ million)
$ %
Main media 110,956
Other media etc. 76,573
Grand total 187,529
Main media
Newspapers 41,670 37.6
Magazines 9,821 8.9
Television 44,519 40.1
Radio 13,491 12.1
Outdoor 1,455 1.3
Total 110,956 100.0
SOURCE: Reprinted with permission from the May 18, 1998, issue of Advertising Age. Copyright Crain
Communications Inc., 1998.
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What is Advertising?
Advertising is:
(1) Paid,
(2) Non-personal Communication,
(3) From an identified sponsor
(4)Using mass media,
(5) To persuade or influence an audience.
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Roles and Functions of Advertising
To identify and differentiate from other offerings
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To lower the overall cost of sales
Roles of Advertising (cont’d)
To associate feelings with brand
(And…. More?)
To …
To…
To…
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To…
A model of the communication/persuasion
process
Awareness/Familiarity
with Brand
Information re Brand
Attributes or Benefits
Association of
Feelings with Brand
Linkage of Brand
With Peers/Experts
and Group Norms
Reminder or
Inducement about
Brand Trial 8
The Classifications of Advertising
By By By By
Target audience Geographic Medium Purpose
Area
Consumer Local (retail) Print Product
Business Regional Broadcast Nonproduct
-Trade National (electronic) Commercial
-Professional Global - Radio Non-
-Agriculture - TV commercial
Out-of-Home Action
Direct-Mail Awareness
Internet “Teaser”
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Facilitating
Control Institutions
Institutions
Advertising
Agency
Government
Advertiser Media
Competition
Research
Suppliers
Advertising
Agency Creative and media plan
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What Makes Effective Advertising?
Extension from sound marketing strategy
Persuasive
Strategy Creativity
Execution
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Characteristics of Great Ads
Gather Relevant
Knowledge
Information
Interactive Advertising
Globalization
Niche Marketing
New
Marketing
Mass Customized
Communications Communications
(One Message (Discrete Messages
Fits All) Targeted According
Historical To Customer
Marketing Profile)
Technology
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Review
Definition and roles of advertising
Major players of advertising
An overview of what makes effective
advertising
Current advertising issues
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