• Think about the people you tried to persuade over the last day or two.
– Who were the people?
– What were you trying to accomplish?
– Were you successful? If so, why? If not, why not?

Major Types of Advertising
Institutional
Advertising
Product
Advertising
Enhance corporation’s identify
Advocacy advertising
Pioneering
Competitive
Comparative

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

Determine the advertising objectives.
Make creative decisions.
Make media decisions.
Evaluate the campaign.

• Inform, Persuade, Remind
• Where in PLC?
• Where in AIDA?
• What other important factors?
• Be specific, quantifiable and time oriented

Profit
Health
Love or romance
Fear
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
Admiration
Convenience
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Fun and pleasure Key to advertising vacations, beer, parks
Vanity and egotism
Environmental
Consciousness
Used for expensive or conspicuous items
Centers around environmental protection

Musical
Scientific Slice-of-Life
Lifestyle
Demonstration
Mood or
Image
Real/
Animated
Product
Symbols
Common
Executional
Styles
Humorous
Spokesperson/
Testimonial
Fantasy

Newspapers
Magazines
Major Types of
Advertising
Media
Radio
Television
Outdoor
Internet
Alternative Media

• Video games ( Media & Marketing News July 28, 2004 )
• 14.2% people play videogames for leisure; 64 hours spent playing games in 2002; 42 million own gaming console
• Nascar 2005 Chase for the Cup – Advertisers include
AutoZone, Dodge, Levi’s Signature, Mr. Clean AutoDry,
Old Spice
• Jeep’s Trail of Life – 250,000 downloads & 40% intentions
• US Army – America’s Army PC online and CD-Rom
• Online tactics ( USA Today June 22, 2004 )
• Burger King is the King – subservient chicken & Ugoff
• BMW Films
• Online expected to exceed print advertising by 2007

• Longer Ads ( Wall Street Journal July 22, 2004 )
• Moving from :30 to 2 minute ads
• Stella Artois beer, P&G, Honda, Under Armour
• Advertainment ( USA Today June 22, 2004 )
• Mattel’s Hot Wheels will star in a feature length movie
• Yahoo’s Times Square billboard where 800 number got consumers racing cars for all to see
• Cinema Advertising
• Creativity in outdoor (adidas)

• Media planning – series of decisions involved in delivering the message to the target audience.
• Media objectives – objectives sought by the plan
• Medium – general category of media channels [broadcast, print]
• Media vehicle – specific carrier in the media category [television, magazine & specifics]

• Designated Market Areas (DMA) – NYC is largest
• Cost Per Thousand (CPM) – used for print cost comparison
• Cost Per Rating Point (CPRP) – used for broadcast cost comparison
• Sweeps – Neilson Grading (4 times a year) – currently testing a new method – The people meters.

Comparing Media Costs - Magazines
Per page cost
Circulation
Time Magazine
$156,000
4 million
Calculation of CPM
CPM
156,000 x 1000/4 million
$39.00
Newsweek Magazine
$144,000
3.1 million
144,000 x 1000/3.1 million
$46.45

Cost per
Contact
Reach
Frequency
Audience
Selectivity
The cost of reaching one member of the target market.
The number of target consumers exposed to a commercial at least once during a time period.
The number of times an individual is exposed to a message during a time period.
The ability of an advertising medium to reach a precisely defined market.

Continuous
Media Schedule
Flighted
Media Schedule
Pulsing
Media Schedule
Seasonal
Media Schedule
Advertising is run steadily throughout the period.
Advertising is run heavily every other month or every two weeks.
Advertising combines continuous scheduling with flighting.
Advertising is run only when the product is likely to be used.

• Brand recognition
• Brand recall
• Attitudes & intentions to purchase
• Use research tools again!!
• Share of expenditure, share of voice, share of mind and heart and share of market

• Incremental sales revenue created by marketing
• Changes in brand awareness
• Total sales revenue generated by marketing activity
• Changes in purchase intentions
• Changes in attitudes toward brand
• Changes in market share
• Number of leads generated
• Ratio of ad costs to sales revenues
• Cost per lead generated
• Reach/frequency
• Gross rating points
• Cost per sale generated
• Post buy analysis of media
• Increase in lifetime value

The Role of
Public Relations
Evaluates public attitudes
Identifies issues of public concern
Executes programs to gain public acceptance

• Press/media relations
• Product publicity
• Corporate communication
• Lobbying
• Counseling/crisis management
• Viral marketing
• Creating WOM

BW , 5.17/99

Publications
Events
Internal
& External
Audiences
Sponsorships
News
Speeches
Public Service Activities

Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase.
Consumer Promotions
Trade promotions

Competitor’s
Customers
Price Buyers
Type of Buyer
Loyal Customers
Brand Switchers
Desired Results
Sales Promotion
Examples
•
•
• Reinforce behavior
• Increase consumption
• Change timing
• Loyalty marketing
• Bonus packs
Break loyalty
Persuade to switch
• Sampling
• Sweepstakes, contests, premiums
• Persuade to buy your brand more often
• Price-lowering promotion
• Trade deals
• Appeal with low prices
• Supply added value
• Coupons, price-off packages, refunds
• Trade deals

Immediate Purchases
Increase Trial
Uses of
Sales
Promotion
Boost consumer inventory
Encourage repurchase
Increase ad effectiveness
Encourage brand switching
Encourage brand loyalty

• Samples
• Coupons
• Case refund offers
(rebates)
• Price packs
• Premiums
• Frequency programs
• Prizes (contests, sweepstakes)
• Patronage awards
• Free trials
• Warranties
• Tie in promotions
• Cross promotions
• POPs

• Price Off (off invoice, off list)
• Allowance
• Free Goods
• Trade shows
• Sales contests
• Specialty Advertising

• The use of consumer direct channels to reach and deliver goods and services to customers w/out intermediaries
• Talk more in retailing about direct marketing