AdvertisingReporters: Monique De Jesus, Abigail Fidel, Raphael Sta. Cruz, Nicco Joselito Tan

What is Advertising

Advertising is defined as any paid form of nonpersonal communication about an organization product, service, or idea by an identified sponsor.

Benefits of Advertising

•Still most cost-effective way to reach large audiences

•Valuable tool for building company or brand equity as it is a powerful way to provide consumers with information as well as to influence their perceptions

•Stimulate demand

•It helps products to become the top of mind brand – awareness campaigns

•3 R’s of Advertising:

•Retaining Loyal Customers

•Reducing Lost Customers

•Recruiting New Customers

Advertising Theories

Practice-based Advertising Theory

“Reason Why” and “USP” Advertising John E. Kennedy - advertising was "salesmanship in print" Developed the "reason why" approach in copywriting

Practice-based Advertising Theory

“Reason Why” and “USP” Advertising Led to Rosser Reeves' idea of Unique Selling Proposition

(USP) USP is the single thing that gives the consumer a reason to

buy, and the proposition is based on this reason to buy.

Practice-based Advertising Theory

“Reason Why” and “USP” Advertising Led to Rosser Reeves' idea of Unique Selling Proposition

(USP) USP is the single thing that gives the consumer a reason to

buy, and the proposition is based on this reason to buy.

Information Processing Theory in Advertising

Encompasses not only a theory of communication but also a theory of human cognition

There are many variations, but all share key assumptions about human communication, persuasion and advertising

Information Processing Theory in Advertising

Shannon-Weaver Communication Model Humans process data in much the same way as computers or

other machines

Information Processing Theory in Advertising

Transmission model of mass communication

Information Processing Theory in Advertising

A-I-D-A and Hierarchy of Effects theories

Information Processing Theory in Advertising

A-I-D-A and Hierarchy of Effects theories

Information Processing Theory in Advertising

Criticisms of Information Processing Theory Oversimplify the ways in which consumers or viewers engage with advertising Reliance on explicit, verbalized information and the undivided attention of the viewer

Information Processing Theory in Advertising

Criticisms of Information Processing Theory Models machine and not human communication (The Man-Machine Communication Metaphor) Occurs mainly in one direction towards a passive consumer No theoretical scope for consumers to interpret the ad in varied ways

Strong and Weak Theories of Advertising Effect

Strong Assumes that the advertisement's main purpose is to persuade a potential customer/prospect to buy. Often implies direct, causal relationship between advertising and sales

Strong and Weak Theories of Advertising Effect

Weak Advertising cause and sales effect are far less directly linked Build long-term brand equity and create competitive presence Reassure current customers that the brand remains relevant instead of persuading non-buyers to purchase in the short term

Advertising Techniques

Avant-Garde

Suggesting that the product puts the user ahead of the times.

Being “in” and being the first.

Facts and Figures

Use of statistics and objective factual information to prove superiority of the product.

Weasel Words Suggests positive meaning

without making any guarantee.

Magic Ingredients

A somehow miraculous ingredient makes the product exceptionally effective.

Patriotism

Highlights the product as a local manufacture.

Purchase of product shows love of country.

Diversion

Seems to tackle an issue or a problem, but throws in an emotional distraction.

Transfer Use of words and ideas with

positive connotations to suggest that the positive qualities should be associated with the product and the user.

Plain Folks Highlights product as

practical and of good value for ordinary people.

Snob Appeal

Use of product shows association with an elite group.

Makes the customer feel luxurious and glamorous.

Bribery

Offers desirable extras as freebies.

Wit and Humor Clever use of words and

visuals that attract the audience.

Simple Solutions

Promotes the product as a solution to many problems.

Card Stacking “Stacking cards” in favor of

the product.

Stress positive qualities, ignore negatives.

Glittering Generalities Uses appealing words and

images.

Gives a message that the product will change your life.

Bandwagon Exploits the desire of people

to join the crowd/the winning side.

Popular choice.

Side-by-side comparison Comparing the product to

competition.

Putting new developments in a product alongside itself (old version).

Human-Interest Places product or service at

the center of drama, personal confession.

Revolves around characters – can be fictional.

Hidden Fears Presenting the product as

something that can solve problems or get rid of future fears/dangers.

Use of insignificant problems can be more effective.

Advertising Agency Operations

ADVERTISING:CREATIVE PROCESS

What is EFFECTIVE ADVERTISING?

It extends from sound marketing strategy.

It takes the consumer’s view.

It finds a unique way to breakthrough the clutter.

It never promises more than it can deliver.

It prevents the idea from overwhelming the strategy.

Apple 1984 TVC

Wallas’ 4 Steps of Creative Process

1. Preparation Gathering background information needed to solve the problem

through research study.

2. Incubation Putting the problems out of your conscious mind and turning

the information over to the subconscious to do the work.

4. Illumination Seeing the light or solution.

5. Reality or verification Refining and polishing the idea and seeing if it is an appropriate

solution.

CConnectedness

AAppropriateness

NNovelty

1. Connectedness Reflects empathy with

the target audience’s needs and wants

Reflects and understanding of target audience members’ motivations

Relevant to the brand’s target audience

2. Appropriateness contains information that is

pertinent to the advertised brand relative to other brands in the product category

message is on target for delivering the brand’s positioning strategy

coherent

3. Novelty unique, fresh,

unexpected draws consumers’

attention so that they engage in an more effortful information processing

but not all “weird” ads are creative

Eichborn: Flyvertising

1. Simplicity Simple and profound

Represents the brand’s core idea or key positioning statement

Appropriate

2. Unexpectedness Generate interest and curiosity

Similar to the Novelty element of CAN

Laax Snowboard School: Salto for Beginners

3. Concreteness Concrete images as opposed to

abstract presentations

Concretizing – straightforward idea that is easier for people to remember and retrieve tangible rather than abstract information

Perceptible and vivid

4. Credibility Believable

Should be accepted as a fact

5. Emotionality Generate emotions and tap into feelings

Appeals to emotions that are relevant to the product category in which the advertised brand competes

Virgin Media: Fantastic Journey

6. Storytelling Advertisers occasionally tell

stories to capture the key elements of their brands

Stories embody most of the stickiness elements: simple and profound, generally concrete, include unexpected and emotional elements, and often come across as highly credible.

Pond’s Pond’s 7 Days to Love7 Days to Love

Honda “Cog”

What is a CREATIVE BRIEF?

A framework which is a document designed to channel the copy writers’ and other creatives’ efforts toward a solution that will serve the interests of the client.

It is an informal pact between client and agency that represents agreement on what an advertising campaign is intended to accomplish.

1. BackgroundWhat is the background to this job?

2. Target Audience

Whom do we need to reach with the ad campaign?

3. Thoughts and FeelingsWhat do members of the target audience currently think and feel about the brand?

4. Objectives and Measures

What do we want the target audience to think or feel about the brand, and what measurable effects is the advertising to accomplish?

5. Behavioral Outcome

What do we want the target audience to do?

6. Positioning

What is the brand positioning?

7. Message and Medium

What general message is to be created, and what medium is most appropriate for reaching the target audience?

8. Strategy

What is the strategy?

9. “Nitty-Gritty Details”

When and how much?

1. Unique Selling Proposition (UPS) Creative Style

Identifies an important difference that makes a brand unique

Best suited for brands have a relatively lasting competitive advantage

Optimum creative technique

“the only razor that senses and adjusts to the

individual needs of your face”

“the only wipe that is alcohol and fragrance

free”

2. Brand Image Creative Style

-attempts to develop an image or identity for a brand by:

associating brand with symbols

creating a distinct identity or personality for the brand

3. Resonance Creative Style-resonates (patterns) the audiences life’s experiences

-extends from psychographic research and structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment

4. Emotional Creative Style-products are often bought on the basis of emotional factors

-advertising runs the gamut of positive and negative emotions (romance, nostalgia, compassion, excitement, joy, fear, guilt, disgust, regret)

5. Generic Creative Style-makes no attempt to differentiate its brand from competitive offerings or to claim superiority

-appropriate for a brand that dominates a product category

5. Preemptive Creative Style-makes a generic-type claim but does so with an assertion of superiority

-used for product or service categories where there a few, if any, functional differences among competitive brands

Gets The Red Out ®Gets The Red Out ®

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•Attributes – features or aspects of advertised brands

•Consequences – what consumers hope to receive (benefits) or avoid (detriments) when using brands

•Values – represent those enduring beliefs people hold regarding what is important in life

[Means] {End}

[Attributes Consequences] {Values}

10 basic values people in a wide variety of culturally diverse countries share:

MECCAS Model

The Method of Laddering

-identifies linkages between attributes, consequences, and values

-involves in-depth, one-on-one interviews that typically last 30 minutes to more than an hour, which attempts to get at the root or deep reasons why individual consumers buy certain products and brands

The Method of Laddering

Probing is accomplished with questions such as the following:• Why is that particular attribute important to you?• How does that help you out?• What do you get from that?• Why do you want that?• What happens to you as a result of that?

This type of advertising focuses not on specific brands but on a corporation’s overall image or on economic or social issues relevant to the corporation’s interests.

Forms of Corporate Advertising:

1. Corporate Image Advertising

2. Corporate Issue/Advocacy Advertising

1. Corporate Image Advertising

-attempts to increase a firm’s name recognition, establish goodwill for the company and its products, or identify itself with some meaningful and socially acceptable activities

2. Corporate Issue Advertising

-a company takes a position on a controversial social issue of public importance with the intention of swaying public opinion

- supports the company’s position while expressly or implicitly challenging the opponent’s position and denying the accuracy of their facts

“ reativity is more

than just being different. Anybody can play weird, that’s easy. What’s hard is to be as

simple as Bach. Making the simple complicated is

commonplace , making the complicated simple, awesomely

simple, that’s creativity.”

-Charlie Mingus

Advertising

MEDIA

Planning

Media PlanningThe design of strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

Media : The general communication method that carry advertising messages

Vehicles: The specific broadcast programs or print choices in which advertisements are placed.

Buyographics

Geographics

Demographics

Lifestyle/ psychographics

What proportion of a target audience do we want to reach?

With what frequency do we need to expose the audience to our message in a particular period?

How much total advertising is necessary to accomplish the first two objectives?

How should we allocate the budget over time?

How close to the time of purchase should the target audience be exposed to our advertising message?

What is the most economically justifiable way to accomplish the other objectives?

REACHWhat proportion of a target audience

do we want to reach?

Reach represents the number of target customers who see or hear the advertiser’s message one or more times during the time

period.

• Use multiple media

•Diversify vehicles within each medium

•Vary the dayparts in the case of TV and radio advertising

FREQUENCYWith what frequency do we need to expose the audience to our message in a particular

period?The number of times, on average, within a four week period that members of the target audience are exposed to the advertisers message.

Frequency Distribution

WEEK A B C D E F G H I JTOTAL EXPOSURES

1 X X X X X 5

2 X X X X X 5

3 X X X X X 5

4 X X X X X 5

TOTAL EXPOSURE 2 4 0 3 2 1 3 1 2 2

Target Audience Member

Frequency Distribution (f)

Percentage f

Percentage f+

Audience Members

0 10 100 C

1 20 90 F,H

2 40 70 A,E,I,J

3 20 30 D,G

4 10 10 B

Summary Statistics

Reach (1+ exposure) =90Frequency=2.2GRPS = 200

Measure of advertising support for a brand, expressed in terms of print impressions, or number of radio or television spots employed in its promotion.

Three weight metrics: gross ratings, target ratings and effective ratings

WEIGHT

Ratings in advertising refers to the percentage of an audience that has the opportunity to see (OTS) an

advertisement placed in a specific vehicle.

Gross Rating Points (GRP) reflect the weight that a particular advertising schedule has delivered. It

indicates the total coverage or duplicated audience exposed to a particular advertising schedule

A Target Rating Point (TRP) is a measure of the purchased vehicle rating points representing an

estimate of the component of the target audience within the gross audience

Effective Reach

Media Plan AReach (1+ exposure) =85Frequency=2GRPS = 170

Media Plan BReach (1+ exposure) =52Frequency=3.2GRPS = 166

The three exposure hypothesis addresses the minimum number of exposures needed for advertising to be effective

Exposure 1What is it?

Exposure 2What of it?

Exposure 3Reminder

Buying MediaContinuity, Pulsing and Fighting

•Continuity involves the matter of how advertising is allocated during the course of an advertising campaign.

•Continuous schedule equal or relatively equal number of ad dollars are invested throughout the campaign

•Pulsing is an advertising timing or continuity pattern in which there is noted variation of media spending in the media schedule.

•Flighting is an advertising term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item.

• Consumers’ first exposure to an advertisement for a brand is the most powerful

•Advertising’s primary role is to influence brand choice

•Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.

Trade-Offs

With a fixed advertising budget, the media planner can choose to maximize reach or frequency but not both

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