BAMM PROF 5:ADVERTISING
MODULE FOR FINALS
WEEK 13: Advertising Media
a. Describe traditional types of advertising media; and
b. Identify advertising media selection criteria.
c. Describe various types of Internet advertising; and
d. Recognize alternative forms of advertising media outlets; and
e. Describe the latest advertising media trends.
WEEK 14: Effective Advertising and Sales Promotion
a. Explain the need for creativity in advertising; and
b. Describe the desired results of an advertising campaign.
c. Explain the marketing research process; and
d. Describe the benefits and limitations of marketing research.
WEEK 15-17: Management of Effective Advertising
a. Identify the steps in creating an advertising plan; and
b. Recognize the various types of analyses that should be performed when creating an advertising
plan.
c. Describe different advertising creative formats; and
d. Identify processes involved in the copywriting, art, and production stages of advertising.
e. Describe various methods used to evaluate advertising effectiveness; and
f. Identify simple approaches to use in determining advertising effectiveness.
g. Define consumer-oriented advertising and explain how it is used; and
h. Explain why branding is important to the success of a business
WEEK 13: Advertising Media
a. Describe traditional types of advertising media; and
b. Identify advertising media selection criteria.
c. Describe various types of Internet advertising; and
d. Recognize alternative forms of advertising media outlets; and
e. Describe the latest advertising media trends.
Part 1: Types of Advertising Media
A business cannot succeed without effective and targeted advertising. An important aspect of
advertising involves choosing the appropriate media, which are the channels of communication
used to send a message to the target market.
1. Television Advertising
Advantages of Television Advertising Television gives advertisers the ability to convey
their message using sight, sound, and motion. It provides many creative opportunities for
advertisers. Television advertising is more likely to have an emotional impact on consumers than
any other type of advertising. It reaches a large number of people, making the cost per viewer
low.
Disadvantages of Television Advertising
Although the cost per viewer is low, the overall cost of television advertising is quite
high.
Television advertisers’ have to pay to produce the commercial. In addition, they have to pay the
networks to air the commercial, which can be very expensive depending on the time of day, the
television show's ratings (number of viewers), and the length of the advertisement. The average
length of commercials is 30 seconds, which limits the amount of information that can be
communicated. Because of the lengthy creative and production processes, it could be months
before a television advertisement is ever aired. When the commercial is finally aired, advertisers
cannot be assured that consumers will watch it. Consumers may use the remote to channel surf
during commercials.
2. Radio Advertising
Radio can be an effective way to advertise. Radio station listeners can be segmented by
demographics. For example, a pop rock station will attract younger listeners, while a classic rock
station will attract older adults. Radio commercials can be created and produced in a relatively
short period of time at a much lower cost than television commercials.
One of the biggest disadvantages of radio advertising is that it provides only an audio
message because the product cannot be seen. Also, listeners can casily tune out commercials or
change the station. Because listeners usually are doing something else while listening to the
radio, it can be difficult to get their attention with an ad.
3. Print Advertising
Print advertising is one of the best ways to promote a business and its products. However,
a print ad may have to work harder than a television ad to get the consumer's attention. Creative
headlines and appealing visual images are necessary. Print advertising includes newspapers,
magazines, direct mail, flyers, and brochures.
A. Newspapers
There are several advantages of newspaper advertising. Newspapers reach large numbers
of people, and newspaper advertising is relatively inexpensive. Newspapers sell advertising
space based on the advertisement's location, size, and color. Newspaper advertising allows
businesses to target a specific geographic area. Newspapers are not the best type of media when
trying to reach a niche market. They are more effective for mass
marketing. Since newspapers are published daily, the advertisement will have a short life span.
B. Magazines
Another popular form of media is magazines. One of the biggest advantages of magazine
advertising is the ability to target specific markets.
On the downside, magazine advertising can be expensive in comparison to newspaper
advertising. Also, it takes much more time to produce and place an ad in a magazine.
C. Direct Mail
Direct mail can be a highly segmented advertising strategy when businesses use mailing
lists that correlate with their target markets. Also, with the use of mailing lists, the advertising
message can be personalized, which will elicit a more positive response. Direct mail campaigns
are hidden from competitors, making it difficult for them to react quickly. It is easy to measure
the effectiveness of direct mail advertising because the business can track the replies or orders
received in response to the ad.
D. Flyer and Brochures
Flyer may be mailed, distributed door to door, or placed on car windshields to advertise
numerous things, such as community events, grand openings, and special sales. Businesses such
as landscapers and painters use flyers to advertise their services. They are an inexpensive form of
advertising.
Brochures are used to describe a product or service in an easy-to-read, eye-catching
format.
4. Outdoor Advertising
Outdoor advertising can take a variety of forms, including billboards, posters; ads on the
sides of buses and at bus stop shelters, signs in malls, sports arenas, and airports, and any other
space designed specifically for ads outside the home. It is effective at reaching a broad market
and provides wide exposure for local businesses. Local retailers, service businesses,
entertainment venues, hotels, and restaurants are the leading outdoor advertisers. Billboards are
attention-getting and provide around-the-clock exposure. Digital billboard displays let advertisers
rotate their messages throughout the day. The biggest drawback to outdoor advertising is the limit
on the length of the message. People must be able to view the ad quickly as they drive or walk by
it. The location of outdoor advertising has an impact on its effectiveness. Advertisers must
evaluate sites to find the most desirable ones.
Part 2: Media Selection Criteria
Media planning is required to ensure that a business's advertising message is carried out
effectively. There are several key factors to consider when selecting the media for advertising,
including the reach, frequency, lead time, and cost.
1. Reach
When choosing a media outlet, advertisers must consider the exposure it offers. The
reach is the total number of people who will be exposed to an advertisement over a period of
time. For a television ad, the reach is based on a show's ratings.. A show that has higher ratings
wil have a higher reach. The potential reach of a billboard can be measured by examining traffic
statistics.
2. Frequency
Radio, television, and newspaper advertisements are repeated frequently to remind
consumers about a product or service. Frequency is the number of times a person is exposed to
an advertisement. Advertisers must consider the number of times the target market needs to be
exposed to a message to meet its objectives.
Continuous advertising is a strategy in which advertisements are run steadily over an
extended period of time to continuously remind consumers of a product or service.
Pulsing strategy, advertising is heavier during certain times of the year, such as holidays.
Although retailers may advertise year-round, they advertise more often during the Christmas
Holiday
3. Lead Time
Lead time is the amount of time required to produce and place an advertisement.
The lead time for outdoor advertising can depend on the complexity of the ad and the 'availability
of the desired location.
4. Cost
Cost could be the most important factor when it comes to selecting advertising media.
The goal is to reach the most people at the lowest cost while staying within the advertising
Budget.
A common way to measure cost efficiency is to determine the cost-per thousand (CPM), which is
the dollar cost of reaching 1,000 members of an audience. (The "M" in CPM comes from the
Roman numeral for 1,000.)
Cost per mille (CPM) is a pricing model and metric commonly used in marketing and advertising.
Also called cost per thousand impressions, CPM refers to the the total ad spend for every 1,000
impressions an ad receives.
The CPM formula is as follows:
CPM = cost of media/ total audience X 1,000
For example, if it costs $75,000 for an advertisement in a magazine with a circulation of
1.2 million people, the CPM would be S62.50.
Advertisers can use this formula to compare the cost efficiency of two or more media
choices.
Part 3: The Internet and Advertising
The Internet has had a major impact on the advertising industry. Online advertising is a form of
promotion that uses the Internet and World Wide Web as the advertising medium to deliver
marketing messages that attract customers. Online advertising is growing faster than any other
type of advertising.
Types of Online Advertising
Online advertising can be approached in many ways. Over the years, it has advanced
from simple e-mail and banner advertisements to inter active social media advertising. Choosing
the right approach depends on the product or service being advertised and the target market.
1. E-Mail Advertising
E-mail is one of the quickest and easiest ways to reach customers. Many businesses
collect e-mail addresses from customers and prospective customers, making it easy to send out
information about promotions. Company websites often have an opt-in feature that allows
customers to sign up for e-mails about the company and its products.E-mail advertisements
sometimes get a bad reputation because of spam, which is an unwanted online communication
that is sent out in mass.
2. Banner and Pop-Up Advertising
If you have spent any time surfing the Internet, you have most likely seen banner and
pop-up ads. A banner ad is a small, rectangular advertisement that usually appcars at the top or
side of a web page and contains a link to the advertiser's site. Banner ads are also referred to as
display ads. Pop-up ads can also be used to acquire e-mail addresses of individuals who are
interested in receiving product
information or other special offers for a product or service. Many consumers think pop-up ads
are annoying and use pop-up blocking software to avoid them.
3. Search Engine Advertising
A popular approach to online advertising is a search engine ad. Search engine ads (also known as
paid search) are a form of online advertising where businesses pay to have their ads displayed on
Google, Yahoo!, and other major search engines. Search engine ads allow businesses to reach a
wider audience than they would be able to through organic search.
Advertisers pay a certain amount each time someone clicks on their link. Marketers must carefully
evaluate website visits resulting from search engine advertising to determine which keywords are
producing results.
3.1 Search engine optimization (SEO) is the process of improving the visibility and ranking of
a website or web page in search engines through organic practices.
3.2 Search engine marketing (SEM) utilizes paid or unpaid methods to promote a website or
web page in search engines.
3.3 Search engine advertising (SEA) refers to the use of ads placed on Google, Bing, Yahoo!,
and other major search engines.
4. Website Advertising
Large companies spend millions of dollars to develop, launch, and maintain their websites.
However, there are some inexpensive ways for smaller businesses to set up websites. Website
advertising may be a good choice for startup companies that have limited capital. It is also the
fastest way to reach a global market
5. Blogs
A blog (web log) is a website maintained by an individual or business where entries
(posts) that are intended for public access are made on a regular basis. Posts could include
commentary on various topics, descriptions of events, reviews, and targeted advertising
messages.
6. Social Media Advertising
Advertisers are realizing the value of social media and have begun to shift significant
amounts of their advertising dollars into this technology. Social media are websites where users
create and share information. Web-based and mobile technologies are used to turn
communication into interactive dialogue
Advertisers often use social media to create buzz about a product or brand. Once they
have created interest, they rely on consumers to spread the word through their communications
on social media sites. Customer satisfaction and company image can be tracked based on these
communications.
Advantages and Disadvantages of Online Advertising
Online advertising offers several advantages, including flexibility to update messages quickly,
interactive communication between businesses and consumers, broad global reach, and ease in
targeting specific audiences. For example, companies can place ads on relevant platforms to
attract their desired market, such as a hotel advertising on a tourism website.
However, online advertising also has disadvantages. Companies have limited control over negative
or inaccurate information posted by others, which can harm their reputation. Additionally, threats
like spamming and phishing are significant concerns. Spamming floods the internet with mass
advertisements, often annoying users but still effective in generating responses. Phishing scams
deceive individuals into sharing personal information, leading to identity theft. To counter phishing,
recipients should verify requests directly with the organization instead of responding to suspicious
emails.
Part 4: Alternative Forms of Advertising Media Other Advertising Outlets
1. Transit Advertising
Transit advertising includes ads that appear on the interior or exterior of public
transportation (buses, taxis, subways) and other vehicles. This form of advertising is closely
related to billboard advertising. Transit advertising now uses digital signage, making it easy to
customize and change messages. Although many transit ads are placed on signs in or on a
vehicle, vehicle wraps are ads consisting of pictures and graphics that completely encase the
vehicle.
2. Aerial Advertising
Advertising in the sky is known as aerial advertising. Banners with advertising
messages are hooked onto planes that fly over stadiums, beaches, and entertainment venues to
capture the interest of potential customers. Some of the airplanes use loud speakers, combining
audio and visual elements. Skywriting delivers messages in the form of white cloud formations.
Blimps are used to advertise at outdoor college and professional sporting events. Some have full
color LED screens. Small blimps are also available for rental.
Hot air balloons imprinted with company names and logos can be seen flying over special
events.
3. Cinema Advertising
Cinema advertising includes ads that run in movie theaters before the start of movies.
Theaters offer 40-foot screens and great sound systems for viewing ads. Now ads can even be
shown in 3D. Ads can be targeted based on the film's rating (G, PG, PG-13, and R). Both local
and national companies can advertise. With all of these benefits, big screen advertising is
becoming more popular. Over $600 million.IS invested each year in cinema advertising.
Advertising is also included on popcorn boxes and cups that are sold at movie concession stands.
Sometimes the concession stands offer product samples. Upcoming movies are advertised using
tranlers (previews) shown before the feature presentation.
4. Product Placement Advertising
Consumers often skip over commercials and use the remote control to flip to other
channels when commercials are playing. Thus, advertisers are finding other ways to get their
brands noticed. Product placement is a form of advertising in which a business's product,
service, or name is used in a television show, movie, video game, or other form of entertainment.
Because specific brands are being promoted, this form of advertising is also known as brand
placement. Coca-Cola cups sit on a table in front of the judges for American Idol. Charmin
bathroom tissue and Pringles" snacks have been included as part of the challenge prizes awarded
to contestants on Survivor. The film Iron Man 2 featured more than 64 brands. Companies pay
for product placement on popular television shows and movies to increase brand awareness. TV
shows and movies offer large audiences and a global reach. When viewers develop an emotional
connection with the show or movie and its characters, they have a higher recall of the brands
used.
Video game advertising, also called advergaming, is a way to promote brands using video
games. Companies pay to have their brands featured in the games played by millions of
consumers every day
5. Directory Advertising
Telephone directories like the Yellow Pages have been around for a long time.
Specialized telephone directories have been designed for neighborhoods, ethnic groups, and
other special interest groups. A telephone directory is an advertising medium that consumers use
to seek out products or services. Larger ads that use color and higher-quality graphics attract
more attention. Directory advertising is often used to supplement other advertising media.
Latest Advertising Media Trends
1 Video Advertising
Video advertising is one of the fastest-growing forms of online advertising. While
traditional advertising is on the decline, the number of video ads seen online is rising.
Videos can be embedded on company websites or exported to other websites, such as
You'Tube. Marketers have found that when a video is featured within an online article, website
visitors tend to play the video before they start reading the article. Videos can run from 15
seconds to several minutes.
Companies are slipping advertisements under the radar by using viral videos. Viral videos
become popular through Internet sharing. Marketers create videos and post them on video
sharing websites like YouTube. People that think the videos are funny, cool, or informative share
them on social networking sites and through personal C-mails. When the video is circulated, it
could get over a million views. In some instances, product users will create and post videos that
go viral.
2 Mobile Advertising
Another trend that is having a major impact on the advertising industry is mobile
advertising. Mobile advertising directs messages to consumers Internet-enabled mobile devices,
such as smartphones, MP3 players, and digital tablets like the iPad. The growing number of
mobile devices represents many opportunities for advertisers to reach potential customers,
especially younger consumers. Ads can be sent directly to mobile devices. Marketers believe
mobile advertising can be very effective for local retailers, restaurants, entertainment businesses,
and service providers if used to send promotional offers, such as coupons and price discounts.
WEEK 14: Effective Advertising and Sales Promotion
e. Explain the need for creativity in advertising; and
f. Describe the desired results of an advertising campaign.
g. Explain the marketing research process
Part 1: The Need for Creativity in Advertising
Advertising agencies typically have creative departments where print ads, television
commercials, and other marketing communications are produced. These departments are staffed
by writers who choose the words in advertisements, graphic
artists who plan and construct visual layouts, and other specialists who transform the strategy
into actual advertisements.
Creativity can be defined in many ways. It could be described as a different way of
looking at things or a new way of thinking. Creativity often is associated with fresh, new ideas.
Creativity is a key element in effective advertising campaigns. It makes an advertisement stand
out from the crowd, earning it more attention and making it more memorable. Creative ads make
an emotional connection with the audience.Although creativity is important, an advertisement
cannot be judged on creativity alone.
Creative advertising must have a purpose to influence consumers' product and brand buying
decisions.
A. Elements of Creativity in Advertising
There are many kinds of creative styles used in the advertising industry, but creative ads
share common features. Creative ads that have one or more of these elements are more
memorable and are more likely to influence the consumers' buying behavior
 Creative ads make a connection with the target audience.
 Creative ads have an element of unexpectedness.
 Creative ads use mischief in the form of tricks, pranks, and playfully naughty behavior to
 keep the audience interested.
 Creative ads provide concrete images.
 Creative ads use storytelling.
 Creative ads build momentum. Momentum can be measured by the buzz generated by an
advertising campaign. When an advertising campaign gets people talking, leads to news
stories, results in a following among celebrities and everyday consumers, it is building
brand momentum.
B. Synergy from Teams
Successful advertising campaigns are created by teams consisting of members who have
different areas of expertise. Advertising teams get direction from the creative brief, which is a
description of what the advertising campaign is to accomplish. It states the objective of the
advertising effort, which is to be carried out by the team. The client (advertiser) and various
members of the advertising agency must work together to define the advertising objective and
develop a creative, unique advertising campaign to achieve the objective.
Synergy, which is the sum of the results produced by a team, is important to creative advertising.
The idea behind synergy is that the whole is greater than the individual parts. Under the direction
of a team leader, each team member will have a specific assignment. But through coordination
and collaboration, the team as a whole will produce and implement the advertising campaigns.
Brainstorming is one way to generate creative ideas. Brainstorming is an organized approach of
generating a large number of ideas in a group setting. During brainstorming sessions, team
members generate a list of ideas to help achieve objectives. In the case of advertising, teams may
brainstorm ideas about the best way to communicate a message to the target audience. Ideas
should not be judged or criticized because this will discourage participation.
C. Determine the Desired Results of an Advertising Campaign
Advertising objectives identify the desired results of an advertising campaign. All
advertising efforts are directed toward the achievement of the advertising objectives. Often the
objectives depend on the target market's level of experience with the brand. Objectives are set to
move consumers from brand awareness to brand loyalty.
Build brand awareness. This is the initial objective for new brands of products and
services. If consumers are not aware of the brand's existence, few sales will be made.
To build brand awareness, advertisers may use many forms of promotion, including
advertising, sales promotion, and publicity.
Communicate product benefits. In addition to making consumers aware of a brand,
companies need to communicate its benefits. To do this, advertisers must supply
information that explains the benefits obtained from purchasing the product. A
consumer wants to know, "What's in it for me?" Advertisers may promote benefits
related to money, health, convenience, leisure time, family, the environment, or other
issues.
Encourage trial purchases. Companies must encourage consumers to try a specific
brand for the first time. Advertisements and sales promotions work in conjunction to
meet this objective. Advertisements draw attention to the product, and sales
promotions (coupons, free samples, price discounts, and rebates) motivate consumers
to try it. At this stage, it is important that the brand live up to expectations so
consumers have a positive experience.
Create, change, or reinforce consumers’ attitudes about a brand. After consumers try
a brand, they develop beliefs and attitudes about it. If the brand meets their needs,
consumers' attitudes will be positive. Advertising is used to remind consumers about
the product's benefits and encourage repeat purchases. Advertisers try to convince
consumers that their brand is superior and persuade consumers to switch brands.
Attain brand loyalty. This is the objective that every company strives to meet. When
consumers develop a strong brand preference, they become loyal customers. A
company must continue to provide a brand that provides more satisfaction than competitive
brands, and the advertising campaign must continue to communicate the
benefits of the brand.
Part 2: What Is Marketing Research?
Marketing research is the process of planning, collecting, and analyzing the data needed to solve
marketing problems.
Marketing research provides information about consumers, products, services, brand awareness,
advertising, prices, wants and needs, and much more. The information collected during the
marketing research process can be used to create a new marketing plan or analyze the current
one to determine if changes are needed. Marketing research also helps businesses understand
what is happening in the marketplace. It identifies opportunities in new, untapped markets.
Although marketing research can be a costly and time-consuming process, the benefits usually
outweigh the costs.
Steps in Marketing Research
1. Identify and Define the Problem
2. Develop the Research Design - The research design is the plan that specifies how the
marketing research process will be implemented. It identifies which research questions
must be answered, how and when the data will be gathered, and how the data will be
analyzed.
3. Determine the Method for Collecting Data 4. Collect the Data
5. Analyze the Data
6. Report and Present the Data
Developing an Effective Sales Promotion Strategy
Sales promotion generally involves short-term, incentive-offering and interest-creating marketing
activities, other than advertising, personal selling, and public relations. The purpose of sales
promotion is to motivate and influence a purchase or other desired action from the company's
customers. Sales promotion offers a direct incentive to act by providing value that is over and
above the product's value at its regular price. These temporary incentives can be offered at a time
and place where the buying decision is made to increase the likelihood of an immediate sale. Sales
promotions are increasing at a fast pace because of competitive market conditions and consumer
demand for greater value.
Sales promotion is an important component of a business's overall marketing strategy. It
often is used in conjunction with the other forms of promotion-advertising, public relations, and
personal selling. A business's profitability is greatly enhanced with an effective sales promotion
strategy
Several sales promotion techniques are used to attract attention and create demand for
a product
or service.
1.Coupons
A coupon is a certificate that entitles the buyer to a price reduction on a product or
service. Coupons are the most common form of sales promotion.
2.Price Deals
Price deals can have an immediate impact on consumer demand. They are used
frequently to encourage the trial use of a new product, to recruit new customers for a mature
product, or to convince existing customers to purchase larger quantities.
3.Rebates
A rebate is a refund of money offered to consumers who purchase a specific product.
Rebates are used to increase the quantity or frequency of a purchase. Although rebates are
offered on a wide variety of products, they often are used as a value enhancement for higher
priced products, such as automobiles, computers, and major appliances
4.Premiums
A premium is an item offered to consumers for free or at a reduced price with the
purchase of another item. Premiums reinforce the consumer's buying decision and increase
consumer demand. Examples of premiums include a free prize inside of a cereal box or a free
garden tool for attending the grand opening of a hardware store.
5.Loyalty Marketing Programs
Companies use loyalty marketing programs, or frequent-buyer programs, to reward
customers for making repeat purchases. Loyalty marketing programs require that consumers
keep buying the same brand or shopping at the same store to get the reward. By offering ongoing
incentives, companies are able to build long-term relationships with customers.
6.Sampling
An important goal of any promotional campaign is to get the product into the hands of the
consumer. Sampling provides consumers with the opportunity to use a product on a risk-free trial
basis. Sample products must have benefits or features that will be obvious while being tested by
the consumer. Sampling is a useful technique for new products, but it also works well for brands
that want to increase their market share.
7.Contests and Sweepstakes
Companies use contests and sweepstakes to gain publicity and to create interest in a
product or brand. Contests allow consumers to compete for a prize based on their skills or
abilities.
8.Point-of-Purchase Displays
Retailers use point-of-purchase (POP) displays to promote a particular brand and
encourage impulse buying. POP displays include special racks, display cartons, banners, signs,
price cards, and mechanical product dispensers. They are commonly found at the end of aisles or
near cash register checkout lanes. High product visibility is the goal of POP displays. POP
displays provide or remind consumers about a brand and its benefits.
WEEK 15-17: Management of Effective Advertising
a. Explain the four Cs of communication; and
b. Describe how to create effective advertising messages.
c. Identify the steps in creating an advertising plan; and
d. Recognize the various types of analyses that should be performed when creating an advertising
plan.
e. Describe different advertising creative formats; and
f. Describe various methods used to evaluate advertising effectiveness; and
g. Identify simple approaches to use in determining advertising effectiveness.
h. Explain why branding is important to the success of a business
The Four Cs of Communication
Effective communication is the key to successful advertising and promotional campaigns.
It can be achieved by using the 4Cs Model - comprehension, connection, credibility, and
contagiousness. Messages that contain these four components make a bigger impact with the
audience.
 Comprehension
Communication should be simple enough for the target audience to understand. Messages
should be short and concise. A lengthy message that uses technical jargon will not be well
received by the audience. Repetition aids comprehension. Advertisers should repeat the most
important elements of the communication, such as the brand name.
 Connection
Making a connection means that the message evokes some kind of reaction from the
audience. The message will have meaning and significance for the audience and will usually
trigger emotions, such as excitement, anger, empathy, guilt, happiness, or sadness. When the
message makes a connection, audience members are more likely to make a change in their
behavior or take some kind of action.
 Credibility
The audience must believe who is saying the message (the brand or communicator's
voice) and what is being said. When this does not happen, the connection begins to break down.
The message should come from a person of authority or a trustworthy source. When backed by
data and research, the message is more credible. Even if the audience comprehends the message
and connects with it on an emotional level, it will not have the intended effect on the audience if
it isn't credible.
 Contagiousness
Have you ever noticed that when you see a television commercial that is clever or
humorous, you share it with your friends, reenact it, or repeat the slogan or catch phrase in
conversations? This is an example of a contagious message. Contagious messages are energetic,
new, different, memorable, and relevant. The message should evoke an emotional response,
make an impact, and motivate the target audience to do something.
Put the 4Cs in Action
As advertisers develop advertising and promotional messages, they should apply the 4Cs
Model. Messages should be easy to comprehend, make a connection with the audience, have
credibility, and be contagious. By showing the advertising or promotional message to a test
group of consumers before releasing it to the general public, advertisers can determine if the 4Cs
have been achieved. Questions to ask to help evaluate the effectiveness of the communication
include the following:
Does the audience understand the main idea or point of the message?
What does the message instantly communicate to the audience?
Can the audience recall the message?
Does the message evoke an emotional response from the audience?
Does the audience think the message or messenger is believable?
Does the message motivate audience members to react in some way?
Would audience members be likely to spread the message to others?
Based on the answers to these questions, advertisers can make modifications as needed to
ensure their message has the maximum impact on the target audience.
What Is Effective Advertising?
As businesses develop their advertising campaigns, they need to consider how to create effective
advertising. Effective advertising has the following characteristics:
1. It is created from the consumer's perspective. Advertising must relate to the
consumer's, not the businesses, needs and wants. Effective advertising
demonstrates a keen insight into what consumers are looking for when making
buying decisions about products and services.
2. It finds a unique way to break through the clutter. Advertisements can be found in
every medium-newspapers, magazines, television, radio, and the Internet.
Because consumers see a massive number of advertisements daily, advertisers
find it difficult to stand out from the crowd. Advertisers must compete for the
consumers' attention by using unique and memorable advertising techniques.
3. It never overpromises and underdelivers. Once consumers have been deceived by an
advertiser that promised results or benefits that went undelivered, they will lose
respect for the business. Effective advertising must be truthful. If an ad says that
a car can go from O to 60 mph in 6 seconds, the product better be able to meet
that promise.
4. It does not allow creativity to overwhelm the marketing strategy. Although creativity is
important, it should not over shadow the purpose of advertising, which is to
inform, persuade, or remind the audience about the product or service. An
advertisement that doesn't meet its objectives is ineffective no matter how clever
or humorous it might be.
5. It works in conjunction with the other elements in the marketing strategy. Using an
integrated marketing communication strategy ensures all advertising and
promotional messages about a product or service are compatible and deliver
consistent messages.
Processing Advertising Messages
When creating advertising messages, advertisers should consider how to increase
consumers’ motivation, opportunity, and ability to process advertising messages. Because brands
in most product categories are similar, advertisers must create advertising messages that
generate enthusiasm and interest among consumers about a specific brand.
Ability to Process Advertising Messages
To ensure that consumers will fully understand an advertising message, advertisers need
to determine the consumers' existing knowledge about the product or service. If consumers are
already familiar with the product or service, advertisers can spend more time promoting the
brand and less time explaining the product features. For example, an effective advertisement for
Snickers" might consist of only the Snickers brand name and a picture of a person eating the
candy bar. However, this advertising strategy would not work well for a new product that is
unfamiliar to consumers. Without knowing about the product and its benefits, consumers would
not fully comprehend such an advertisement.
The Advertising Plan
The advertising plan describes the goals of an advertising campaign, methods to use to accomplish
those goals, and ways to evaluate whether those goals are achieved.
Developing the advertising plan requires research about the audience, product, and type of media
to use to deliver the most effective message. Although the content of an advertising plan will vary
based on the product or service and market the general outline of an advertising plan will be
similar. Steps for creating the advertising plan are described below.
1. Perform a Situational Analysis
A situational analysis describes the environment in which a business is operating.
Before planning an advertising campaign, a business needs to review its history and take a look
at where things stand currently. It needs to review its current products, target market,
competitors, and financial condition. Industry and market trends and the state of the economy
should also be considered. An analysis of all of these factors will help advertising planners
determine the best type of message, timing of the message, and the most effective forms of
media for a successful advertising campaign.
A SWOT analysis, which is an examination of a business's strengths, weaknesses,
opportunities, and threats, is often conducted as part of a situational analysis. Strengths and
weaknesses are internal factors
2. Set Advertising Objectives
Advertising plans are based on objectives that describe the desired results of the
advertising campaign. In many cases, a business has more than one advertising objective for a
campaign. Common advertising objectives include the following:
 Build consumer awareness of a product or brand Communicate product or brand benefits
 Generate interest in a product or brand
 Create, change, or reinforce consumers attitudes about a brand
 Persuade consumers to switch brands
 Attain brand loyalty
 Increase sales
3. Determine the Budget
After the advertising objectives have been identified, it is time to create the budget. There
are several methods businesses can use to determine the budget. Unfortunately, some businesses
base the budget on what they can afford. In other words, the advertising budget depends on how
much money is left over after all of the business's expenses are covered. This is not the best
method because it doesn't always meet the business's advertising needs.
4. Develop the Creative Strategy
The creative strategy describes who the target market is, what the advertising message
should be, and how the message will be communicated. Before an ad can be created, the business
must determine the purpose of the advertising message, such as to inform, to compare, to
persuade, to remind, or to defend. It must also determine the best medium for communicating the
message to the target audience.
5. Execute the Plan
Once the strategy is in place, the creative development process begins. The business often
works with copywriters and art directors to create the advertising concept. Ad copy, slogans,
headlines, designs, illustrations, photos, and scripts are important elements of the creative
development process.
Marketers frequently test their advertising campaigns in focus groups consisting of
members of the target audience. Feedback may suggest that changes are needed. Once the
business approves the creative concept, the actual advertisement(s) will be produced. Producers
and directors help create television commercials.
6. Evaluate the Plan
The advertising campaign must be evaluated to determine if the objectives outlined in the
advertising plan were met. The criteria stated in the objectives can be used to measure the
effectiveness of the advertising campaign.
When it comes to advertising, businesses are highly interested in their return on
investment (ROI), which is the amount is earned as a result of money invested, expressed as a
percentage. The equation for ROI is as follows:
Advertising Plan Analyses
Industry Analysis
An industry analysis focuses on the developments and trends within an entire industry. It
helps a business understand its position relative to other businesses producing similar products
and services. It also identifies opportunities and threats that can be addressed in the planning
process. Questions to ask when performing an industry analysis include the following:
What is the estimated size of the industry (in total sales or number of products/services
sold)?
What is the expected outlook of the industry? (Is it on the rise or decline?)
What are the sales trends in the industry over recent years?
What are the product/service trends in the industry?
Who are the leading businesses (top brands) in the industry?
What types of marketing strategies are commonly used in this industry?
Is the industry sensitive to economic conditions?
Market Analysis
A market analysis is performed to learn more about current and potential users of a
product or service. It helps clearly define the target market and its needs. Questions to ask about
the market include the following:
Who is the target customer?
What is the size of the overall target market?
What features and benefits are most important to the target customer?
What would motivate the target customer to buy our company's product or service instead
of the competitors?
What is the best way to reach the target customer?
How is the market changing?
Competitor Analysis
After studying the industry and the market, it is important to take a look at the
competitors. A competitive analysis will help a business determine its competitive advantages or
disadvantages relative to other businesses. Businesses can use this information to develop
strategies to overcome the competition. Questions to ask about competitors include the
following:
Who are the competitors?
What threats do they pose?
What are the strengths and weaknesses of the competitors?
What marketing strategies do the competitors use and how successful are those
strategies?
How are the competitors likely to respond to changes in our marketing strategies?
Global Analysis
Many businesses are expanding into international markets. Even if a business's
advertising strategy has been successful in its own country, the same advertising may not work
well in different countries or cultures. Target markets differ from country to country in terms of
how they perceive or interpret the advertising message. Businesses must decide when they can
standardize advertising campaigns throughout the world and when they must customize
advertisements for different cultures.
Creation of the Advertising
The information outlined in the creative strategy portion of the advertising plan is used
by the creative team to develop the advertisement. Numerous creative formats can be
used to convey the advertising message to the target customers. The advertiser must select the
format that will be the most effective at meeting the advertising objectives. The format used must
make an advertising appeal, which serves to capture the audience's attention and identify a
reason for the consumer to buy the product.
Advertising Formats:
 Slice-of-Life Advertising
Slice-of-life advertising portrays a scene from everyday life. Advertisements depict
people in normal social settings, such as at the dinner table, at a park, or in their car. The
audience feels like it is watching or listening to a real event. The goal of slice-of-life advertising
is to socially embed the brand in the consumer's everyday life.
 Lifestyle Advertising
When using lifestyle advertising, advertisers have to understand the psychographic
characteristics interests, attitudes, and opinions-of their target audience. This form of advertising
attempts to develop an image or identity for the brand. It not only promotes the product, but it
also promotes a way of living. Lifestyle advertising is depicted in Mountain Dew commercials.
The brand presents itself as the choice for consumers who have a young attitude and active
lifestyle.

Testimonial Advertising
When a spokesperson endorses a product in an advertisement, it is known as a
testimonial. The endorser may be a well-known celebrity or athlete, a knowledgeable
professional such as a doctor, or a satisfied customer who uses the product. The idea behind
testimonial advertising is that prospective customers are more likely to trust a recommendation
coming from a third party than from the business itself
 Humorous Advertising
Humor is used in advertising as a way to make an emotional connection with the
audience. When humor is used appropriately, consumers develop a positive and memorable
association with the brand. People actually enjoy humorous ads and talk about them with others.
However, humorous ads have to do more than just entertain. There must be a direct link between
the humor and the brand; otherwise, people will remember the joke but not the brand.
Advertising humor works best for established and commonly purchased products. Unknown,
risky, expensive, or sensitive products are not normally suitable for advertising humor.
 Image Advertising
Image advertising promotes the general perception of a product or service rather than its
function or purpose. It is effective at building brand awareness, creating familiarity, and
contributing to the development of a mental picture of the brand or product in the minds of
consumers. Celebrities often are used to help promote the desired image. Image advertising
attempts to generate positive attitudes about a brand, company, or concept through the use of
visual images.
 Scientific Advertising
Scientific advertising uses research or scientific evidence to promote a brand. This type
of advertising is effective when showing the results of pain relievers, hair growth products,
weight loss remedies, and skin creams. The Federal Trade Commission (FTC) carefully monitors
scientific advertising to make sure that it is accurate and not misleading.
 Product Demonstration Advertising
Product demonstration ads show how to use the product, identify the benefits of using the
product, and emphasize the value of owning the product. Product demonstrations are based on
the motto, "seeing is believing."
 Musical Advertising
Advertisers often choose to convey their message through the use of music. Music
functions as a bridge between the target audience and the advertisement. The audience becomes
more engaged when a familiar tune or catchy jingle is used. In addition, music can trigger an
instant emotional response from the target audience.
 Comparison Advertising
Comparison advertising is used to promote the superiority of a brand by comparing its
features to those of a competitive brand.
Copywriting and Art Directing
Copywriting is the process of using words to express creative ideas and concepts. In
advertising, copywriters must effectively communicate the benefits and value of a brand in a new
or unique way. The copywriting process varies depending on the media used. However, one
element of copywriting is common across all media formats. Copywriters must create a slogan,
or tagline, that will appear in all of a company's advertisements. A slogan is a short, memorable
phrase that establishes an identity for a brand
Print Advertising
Components of print advertising include the headline, subhead, and body copy. A
headline is used to capture the reader's attention. It may provide information about the brand,
emphasize a brand claim, or arouse the reader's curiosity. The subhead, which usually appears
below the headline, provides brand information not included in the headline. Body copy
describes the brand in more detail. Copywriters are challenged to use familiar words and phrases
in an interesting and exciting way.
Art directors are responsible for the visual elements of print advertising. One of the most
important visual elements is the illustration, which is the actual drawing, photography, or other
type of art used in the advertisement. The illustration should work with the ad copy to attract the
attention of the target audience and communicate brand features or benefits. By creating interest,
illustrations entice people to read the ad copy. Illustrations also help create the desired image for
the brand. If a clothing manufacturer is targeting teenagers, its print ads may contain pictures of
teens having fun while wearing the manufacturer's clothing. The pictures set the tone for the ad.
Evaluate Advertising Effectiveness
The final step in the advertising plan is to evaluate the effectiveness of the advertising
campaign. There are many reasons to measure the effectiveness of advertising. It determines
whether the advertising message made an impact on the target audience.
It identifies which strategies worked and which didn't. It also provides useful information that
advertisers can use to make future advertising messages more effective. Finally, it is used to
justify the investment in advertising.
In most cases, measuring the results of an advertising campaign is directly related to the
advertising objectives. It is important to determine if the advertising objectives were met.
A recognition test measures a lower level of brand awareness by determining whether audience
members remember seeing the ad. Audiences are asked if they recognize the ad and if they can
name the company sponsoring the ad or the brand name of the product in the ad. Recall requires
more actual memory of an ad.
A recall test measures how much the audience remembers about the advertising message. If
audiences indicate they recognize the ad, they are then asked more specific questions relating to
brand attributes. Results are tabulated from both tests to determine the recognition and recall
scores.
A common advertising objective is to create, change, or reinforce consumers' attitudes
about a brand. An attitude study measures consumer attitudes before and after exposure to an
ad. Target audience members are recruited and surveyed about their attitude toward the
advertised brand and competitors’ brands before being shown the ad. Then audience members
are shown the ad, and their attitudes are measured again to see if they have changed. The goal of
the advertising message is to produce a positive attitude about the brand and build brand
preference.
Emotional Measures
One way to generate interest in a brand and attain brand loyalty is to make an emotional
connection with consumers. Ads that appeal to consumers emotions have a stronger and longer
lasting effect. To make an emotional connection, advertising messages must be relevant and
meaningful. A resonance test measures the extent to which an advertising message resonates or
strikes a chord with the target audience. This type of test usually is given in a group setting. The
ad is shown to the group and then discussed. Advertisers question group members to see if the
advertisement matches their own experiences
Behavioral Measures
The main purpose of an advertising campaign often is to influence consumers' behavior.
Advertisers want consumers to take some kind of action, such as visit a website or make a
purchase. There are several behavioral-based measures that advertisers can use, many of which
are related to sales. Businesses can measure the effectiveness of their advertising campaign by
comparing sales before, during, and after the ad campaign.