Advtg Campaign

8/2/2019 Advtg Campaign

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Advertising CampaignA series of related

advertisements focusing

on a common theme, slogan,

and set of advertising

appeals.


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Steps in Creating anAdvertising Campaign

Determine theadvertising objectives.

Make creative decisions. Make media decisions.

Evaluate the campaign.


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Setting ObjectivesDAGMAR Approach

DefineTarget Audience

Define DesiredPercentage

Change

Define the TimeFrame for Change

Goal of

Advertising

Objectives

Defining Ad Goals for Measured Advertising Results


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DAGMAR Objectives

Measure effects of August 21 - October 12006 advertising campaign onconsumers.

Target audience: 25-49, HH Incomes of>50K.

Awareness objective from less than 10%to 50% in the post-wave (November 2006)


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Creative Decisions

Componentsof

CreativeDecisions

Develop and EvaluateAdvertising Appeals

Execute

the Message

Evaluate theCampaigns Effectiveness

IdentifyProduct Benefits


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Identify Product Benefits

Attribute

Benefit

Powerades new line has been

reformulated to combine thescientific benefits of sports drinks

with

B vitamins and to speed up energymetabolism.

So, youll satisfy your thirst with a

great-tasting drink that will power

you throughout the day.

so what?


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Advertising

AppealReason for a personto buy a product.

Desirable, exclusive, and

believable advertising appeal

selected as the theme for a

campaign.

Unique SellingProposition


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Common Advertising Appeals

Value

Health

Love or romance

Fear

Admiration

Convenience

Fun and pleasure

Vanity and egotism

EnvironmentalConsciousness

Product saves, makes, or protects money

Appeals to body-conscious or health seekers

Used in selling cosmetics and perfumes

Social embarrassment, old age, losing health

Reason for use of celebrity spokespeople

Used for fast foods and microwave foods

Key to advertising vacations, beer, parks

Used for expensive or conspicuous items

Centers around environmental protection


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Executing the Message

Mood orImage

Musical

Demon-stration

Scientific

Real/AnimatedProductSymbols

Fantasy

LifestyleSlice-of-Life

Humorous

Spokes-person/

Testimonial


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Copy

headline

subhead

body copy

slogan

STORYBOARD


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Major Advertising Media

NewspapersMagazines

Radio

Television

Outdoor Media

Yellow Pages

Internet


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Newspapers 19%

Advantages Disadvantages

Short lead times

Coop Advertising

Geographic selectivity

Short lifespan

Low pass-along rate

Color capabilities

Selectivity of narrow

markets

LOCAL


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Cooperative

Advertising

Cooperative Advertising

An arrangement in which

the manufacturer and theretailer

split the costs of

advertising themanufacturers brand.


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Magazines 5%


Image reproduction

Long life

High demographic selectivity

Long lead time

Limited demonstration

capabilities

NATIONAL


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Radio 8%


Low cost

Short lead times

High selectivity

Immediacy

No visual treatment

Short life span

Highly fragmented

audience

LOCAL


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Television 25%


Mass coverage

Low cost per customer

Demographic

selectivity

High color capabilities

High execution cost

Skepticism

Technology

Clutter


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Outdoor Media


Geographic selectivity

Low costs

High noise level


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Internet


Fast growing

Ability to reachnarrow targetaudience

Short lead time

Moderate cost

Difficult tomeasure ad

effectiveness andROI

Ad exposure relieson click through

from banner ads

Not all consumershave access to

Internet


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Alternative Media

Ads in Movies

Interactive Kiosks

ComputerScreen Savers

Shopping Carts

DVDs

Advertainments

Cell Phone Ads

Subway Tunnel Ads

Floor Ads

Video Game Ads


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Videogame Advertising

Microsoft plans to acquire Massive inc.,a start-up that places ads in videogames.

Ads are inserted into thegame environment.

Video games could becomea large new medium foradvertising.

Di t A i t


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Directory AssistanceAdvertising

Companies are offering freetelephone directory assistancebut theres an advertisement first.

The audio ads are narrowlytargeted,and are 10 to 12 seconds.

The growth of such free servicescould represent another change in

the telecom industry.


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Media Selection Considerations

Cost per Contact

FactorsInfluencing

Media MixDecisions

Reach: portion of audiencewe want to reach

Frequency: how often?

Audience SelectivityWhat media?


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Rating, GRPs

Friends TV show$300,000 per 30 seconds

18 - rating. HH tuned to the show / totalhouseholds

If we had 2 commercials per week for 4weeks, Friends would accumulate ___ GRPs.GRP = Reach(as given by ratings) *Frequency

GRP =

GRPRepresents the WEIGHT OF MEDIA EFFORT

SWEEPS


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CPM (Cost Per Thousand)

4-color ad in Sports Illustrated

Cost = $10,000,000 (10 Million)

Reached 2.0 Million readersCost to reach 1 person =

CPM = Cost per person* 1000 =

CPM = 5 * 1000 =

ESPN = $ 6000


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CPM for SuperBowl

The super bowl ads cost an average of$2.2 million

Estimated audience of 43,618,000

CPM = $ 50.44


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Media Scheduling

Types ofMedia Schedules

Continuous Media Schedule

Flighted Media Schedule

Pulsing Media Schedule

Seasonal Media Schedule


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Media Scheduling

ContinuousMedia Schedule

FlightedMedia Schedule

PulsingMedia Schedule

SeasonalMedia Schedule

Advertising is run steadilythroughout the period.

Advertising is run heavily everyother month or every two weeks.

Advertising combines continuousscheduling with flighting.

Advertising is run only when theproduct is likely to be used.

Advtg Campaign

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