Professional Documents
Culture Documents
ADVERTISING:
MESSAGES
and
MEDIA
2.1
8.1
The Nature and Scope of Advertising
ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE.
SIMPLE BUT COMPREHENSIVE DEFINITION
8.2
The Nature and Scope of Advertising (con’t)
ADVERTISING, ADVERTISEMENTS, AND ADVERTISING CAMPAIGNS
Advertising – Paid, Mass-Media Attempt to Persuade
Advertisement – Specific Message Placed to Persuade an Audience
Advertising Campaign – Series of Coordinated Advertisements that
Communicate a Reasonably Cohesive & Integrated Theme
Theme May Be Made Up of Several Claims – Should be Essentially
One Theme
Advertising Campaigns may be Developed Around a
Single Advertisement, or Several Advertisements
8.3
Advertising Campaigns Use a Series of Coordinated
Advertisements with a Similar Look, Feel, and Message
The Nature and Scope of Advertising (con’t)
Audiences for Advertising: Audience and Target
Audience
Audience Categories
Household Consumers
Business Organizations
Trade Channel
Professionals
Government
8.5
Some Advertising Targets Professionals
Like This Ad Aimed at Doctors
Audience Geography
Globalized Advertising
International Advertising
National Advertising
Regional Advertising
Local Advertising
Co-op Advertising
8.7
Not All Advertising is International or Even National-
This Ad Targets a Local Audience
Advertising Message Strategies
Message Strategy – Consists of the Objectives to Pursue and Methods
Used in an Advertisement or Advertising Campaign
8.9
Advertising Message Strategies (con’t)
PERSUADE THE CONSUMER; LARGEST CATEGORY OF AD
STRATEGY
Reason-Why Ads
Hard-Sell Ads
Comparison Ads
Information-Only Ads
Testimonial Ads
Demonstration Ads
Advertorial Ads
DEFINITIONS
Media Plan – Specifies Media in which
Advertising will be Placed
Media Class – Broad Category of Media
such as Television, Radio, or Newspapers
Media Vehicle – Particular Option for
Placement within a Media Class8.13
Media-Planning Process (con’t)
MEDIA OBJECTIVES – SET SPECIFIC GOALS
FOR MEDIA PLACEMENT IN 3 AREAS:
Reach – Media Chosen Must Reach the Target Audience
Graphic Scope of Media
Identify Media that Cover Same Geographic Area
Competition is a Complicating Factor
Geo-Targeting – Placed Advertisements in Geographic Regions
Where Higher Purchase Tendencies are Evident
Message Weight
Duplication of Exposure
Unduplicated Audience Measurement
Gross Impressions
Between-Vehicle Duplication
Within-Vehicle Duplication
8.14
Media-Planning Process (con’t)
MEDIA STRATEGIES
Reach and Frequency
Reach
Frequency
Effective Frequency
Effective Reach
8.15
Reach is a Key
Message Strategy
8.16
Media-Planning Process (con’t)
Continuity
Continuous Scheduling
Flighting
Pulsing
8.17
Media-Planning Process (con’t)
MEDIA CHOICES
Media Mix
Concentrated Mix – Focuses all Media Placement $$$ in
One Media
Assorted Mix Media – Enjoys Multiple Media
Alternatives
– Different Messages/Different Media
– Same Message/Placed in Different Media
Audience Duplication
– Multi-Media Placement
– Assorted Media Mix
8.18
Media-Planning Process (con’t)
MEDIA CHOICES (con’t)
Media Efficiency
Cost per Thousand (CPM)
Cost per Rating Point (CPRP)
Competitive Media Assessment
Share of Voice
Media Scheduling and Buying
Heavy-up Scheduling
Media Buying
Agency of Record
Media-Buying Service
8.19
Cost Per Thousand Efficiency
in Some Media is Sacrificed
For Effective Reach
8.20