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CHAPTER
16
BE CREATIVE
WITH ADVERTISING
16-1 What Is Advertising?
16-2 Advertising Planning
16-3 Advertising Execution and
Evaluation
Chapter 16
MARKETING
© 2009 South-Western, Cengage Learning
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©WINTERFRESH POLAR ICE
Focus Questions:
 Advertising is capable of
communicating messages in
many different ways,
sometimes several
messages at once. In this
Winterfresh ad, the main
message is communicated
visually. What is the main
message?
 How does it make you feel?
 Does it make you want to try
Winterfresh gum?
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16-1
WHAT IS ADVERTISING?
GOALS
 Define product advertising and brand
advertising and distinguish between the two
types.
 Describe the major roles at the an advertising
agency.
Chapter 16
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© 2009 South-Western, Cengage Learning
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Two Approaches to Advertising
Product advertising
Brand advertising
Chapter 16
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The Advertising Agency
 Specializes in creating advertising
 Major roles at the an advertising agency
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Account executive
Account planner
Media planner
Art director
Copywriter
Creative director
Producer
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© 2009 South-Western, Cengage Learning
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16-2
ADVERTISING PLANNING
GOALS
Describe the process of setting
objectives, determining the budget, and
developing the creative strategy.
Describe the different types of media
and the factors that must be considered
when selecting which media to use.
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The Planning Process
Set objectives
Determine the budget
 What you can afford
 Percentage of sales
 Competition matching
 Objective and task
Develop the creative strategy
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Advertising Objective
Elements
Sales Objective
Communication
Target Market
Chapter 16
Plan for Seaside Resorts
Increase reserved summer rentals
by 10% by February 15
Make reservations by February 15
and save $100 off the weekly rate
Families living in California who
spend one week or more at the
beach every year
MARKETING
© 2009 South-Western, Cengage Learning
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Select the Media
Cost
Reach
Frequency
Lead time
Creative, brand, and corporate fit
Chapter 16
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© 2009 South-Western, Cengage Learning
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Advantages and Disadvantages of
Major Advertising Media
Television
Radio
Chapter 16
 Reaches large
audiences
 Low cost per viewer
 Has emotional impact
 Highly segmented
markets
 Highly mobile
 Relatively low cost
 Short lead time
 Highly segmented
markets
MARKETING
 High total cost
 Long lead time
 Strong potential for
interference from
other
 sources
 Message limited to
audio
 Strong potential for
interference from
other
 sources
© 2009 South-Western, Cengage Learning
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Advantages and Disadvantages of
Major Advertising Media
Outdoor
 Low cost
 High visibility
 Short lead time
Direct Mail
 Highly segmented
 Easy to measure
effectiveness
 Stimulates action
 Hidden from
competition
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MARKETING
 Increasingly regulated
 Message length is
limited
 Strong potential for
interference from
other
 sources
 Often considered junk
mail
 Expensive
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Advantages and Disadvantages of
Major Advertising Media
Magazines
Newspapers
Chapter 16
 Long life span
 Can carry response
vehicles (coupons,
 response cards)
 High pass-along rate
 Highly segmented
 Short lead time
 Large circulation
 Can carry response
vehicles (coupons)
 Inexpensive
MARKETING
 High cost
 Long lead time
 Lower print quality
 Short life
 Limited segmentation
 High clutter
(competing ads)
© 2009 South-Western, Cengage Learning
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Advantages and Disadvantages of
Major Advertising Media
Internet
Chapter 16
 Highly targeted
 Instantly measurable
 Built-in response
vehicles
 Interactive
MARKETING
 Limited audience
 High clutter
(competing ads)
 Security and privacy
concerns
© 2009 South-Western, Cengage Learning
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Questions to Consider
When Selecting Media
Cost
 What is the total cost of the medium?
 What is the cost per viewer?
 Does the cost fit into the advertising budget?
 Is it the most effective use of advertising dollars?
Reach
 What is the overall circulation or viewership?
 Will it reach the target audience?
 Is there a strong pass-along rate?
Frequency
 How often will the target audience see the advertising
message?
 How many viewings does it take for the message to
“stick”?
 After how many viewings does “wear-out” occur?
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Questions to Consider
When Selecting Media
Lead Time
 How long before running the advertising does the
medium outlet require
 the ad materials?
 How flexible is this medium?
 Can the ad materials be ready by the medium’s
deadline?
Creative,
Brand, and
Corporate Fit
 Does the medium fit the message?
 Is the medium a good fit for the brand?
 Does the medium fit the company philosophy?
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16-3 ADVERTISING EXECUTION
AND EVALUATION
GOALS
 Name common creative advertising formats.
 Explain what happens during the production
phase of the advertising process.
 Differentiate between quantitative and
qualitative research.
 Name the four types of advertising regulation.
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Creative Development
 Creative Formats
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Musical
Dramatization
Testimonial
Comedy
Image advertising
Product demonstration
Competitive
 The creative concepts
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Production
Strategic Brief
Creative Development
Client Presentation
Creative Research
Production
Client Presentation
Advertising Runs
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Gauging Advertising Effectiveness
Quantitative research
Qualitative research
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Regulating Advertising
Government regulation
Network regulation
Regulatory board
Competitive regulation
Corrective action
 Cease-and-desist order
 corrective ads
 fine
Chapter 16
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© 2009 South-Western, Cengage Learning