CH.8 Creative strategy : Planning and Development
Creative strategy: determines what the advertising message will say or
communicate
Creative tactics: how the message strategy will be executed
Determinants of creativity
- Originally: rare, surprising
- Flexibility: different ideas
- Elaboration: unexpected detail
- Synthesis: combine, connected
- Artistic value: verbal impressions
Creative process
- Immersion: get raw material
- Digestion: take the information
- Incubation: turn the information
- Illumination: I have it
- Verification: study the idea
Getting creative input
-read anything related to the product or market
-work in and learning about the client’s business
- listen to what people are talking about
-ask everyone involved for information
-using the products to become familiar with it
An advertising campaign
- Marketing communication activities: interrelated, integrated, coordinated
- Centered on a theme or idea: in different media, over a time period
Creative brief
- Basic problem or issue the advertising must address
- Advertising and communications objectives
- Target audience
- Major selling idea or key benefits to communicate
- Creative strategy statement
- Supporting information and requirements
Search for a major selling idea
1. Use a unique selling position
- Benefit on product: dink to get more handsome
- Unique: Apple product
- Potent: promise
2. Creating a brand image
3. Finding the inherent drama: ads that has story inside
4. Positioning: Establish a particular place in the customer’s mind for the product
or service
CH.9 Creative strategy : Implementation and Evaluation
Information/rational appeals
- Feature: product benefit
- Competitive: comparison to other brand
- Price: special price offers
- News: News announcement about the product
- Popularity: Stresses the brand’s popularity
Emotional appeals
- Personal: safety, security, fear, love
- Social-based: recognition, status, respect
- Transformation ads: feelings, meaning, image, beliefs
- Making richer, warmer, more enjoyable, more exciting
Additional type of appeals
- Reminder advertising: Just remind you
- Teaser advertising: Just release unfinished ads that not show the brand to make
people become more excited. After that continue the episode next one period of
time
Advertising Execution
- Straight-sell: present the information
- Scientific/technical: use of brand presenter
- Demonstration: slim thin light of product
- Comparison: compare with others product
- Testimonial
- Slice of life.
- Animation
- Personality symbol: person or cartoon that people can remember brand easily
- Imagery
- Dramatization
- Humor: Adorable ads
- Combination: Animation + Humor
Creative Tactics for print advertising
Headline: is the word lead position ad
Subheads: smaller than headline bigger than body copy
Body copy: the main text portion of print ad
Visual Elements: illustration such as drawings or photos
Layout: How elements are blended into a finished
The Power of audio in commercials
- Voicesover: speaker presenting product without face showing
- Needledrop: short melody in specific brand that can easily to recognize
- Jingles: the music that use in specific brand
CH.10 Media Planning and Strategy
Media planning: a series of decision involved in delivering the promotional
message to audience
Media objectives: goals to be attained
Media strategy: decision on how the media objective can be attained
Medium: general category of available delivery system
Media vehicle: specific carrier within a medium category
Reach: number of audience exposed at least one time
Coverage: the potential of audience that might receive the message through the
vehicle
Frequency: number of times the receiver is exposed to the media vehicle in a time
period
Scheduling methods
- Continuity: lunch ads in every day continually
- Fighting: lunch ads in specific season
- Pulsing: lunch ads in every day continually but put more ads depending on the
season
Problems in media planning
- Lack of information
- Time pressure
- Measurement problems
- Inconsistent terminologies
Message or creative factors
- Message complexity: simple message less frequency
- Message uniqueness: more unique lower the frequency
- New versus continuing campaigns: new campaigns higher levels
- Image versus product sell: creating an image higher levels
- Message variation: a single message less frequency variety more
- Wearout
- Advertising units: larger units less frequency
CH.11 Evaluation of Media: Television and radio
Television advantage
-creativity and impact: both visual and verbal
-coverage and cost effective: reach large audience
-captivity and attention: draws customer’s attention
-selectivity and flexibility: variety programs can be selected
Limitation of television
- Cost
- Low selectivity
- Fleeting message: sometime ads lunch too fast, people might not pay attention to
it
- Clutter: too many ads, people can’t see it all at the same time
- Limited viewer attention: zipping, zapping
- Distrust and negative evaluation: audience not believe at all
Buying TV time
- Sponsorship: 3-5 minutes in one ads
- Participations: just give money and our name will appear in the program
- Spot announcement: may be purchased by daypart or adjacency
Advantage of radio
- Cost and efficiency: cheaper than ads
- Receptivity: can be repeated at many times
- Selectivity: can choose in local area
- Flexibility: can be in any time
- Mental imagery: can control image by ourselves
- integrate marketing
Limitation of radio
- Creative limitation
- Audience fragmentation
- Chaoric buying
- Limited research data
- Limited listener attention
- Competition from digital media
- Clutter
Chapter 11: Evaluation of Media: Television and Radio
TELEVISION
Combine visual images, sound, motion, and color presents the advertiser with the
opportunity to develop the most creative and imagination appeals of any medium.
Advantages of television
TV has numerous advantages over other media, including creativity and impact,
coverage and cost effectiveness, captivity and attention, and selectivity and
flexibility.
Limitations of television
- Cost
- Lack of selectivity
- Fleeting message
- Clutter
- Limited view attention: Zipping, zapping
- Distrust and negative evaluation
Methods of buying time
Sponsorship an advertiser assumes responsibility for the production and usually the
content of the program as well as the advertising that within it.
Participations: with several advertiser buying commercial time or spots on a
particular program. An advertiser can participate in a certain program once or
several times on a regular or irregular basis.
Measuring the TV audience
-Audience measures
-Television households
- Program rating
- Household using television
- Share of audience
RADIO
The importance of radio to advertisers is best demonstrated by the numbers, as it is
pervasive medium. Radio plays an integral role in the lifestyle of consumers and
has the power to reach and influence their purchase behavior.
Advantage of radio
- Cost and efficiency
-Receptivity
- Selectivity
- Flexibility
- Mental imagery
Limitations of radio
- Creative limitations
- Fragmentation
- Chaotic buying procedures
- Limited listener attention
Chapter 12: Evaluation of print media
The role of magazine and newspapers
The role of magazines and the newspaper in the advertiser’s media plan differs
from that of the broadcast media because they allow the presentation of detailed
information that can be processed at the reader’s own pace and often referred to as
high-involvement.
MAGAZINE
Magazines are the most specialized of all advertising media. There is a magazine
designed to appeal to nearly every type of consumer in terms of demographics,
lifestyle, activities, interests, or fascination.
Classifications of magazines
-Consumer magazines: special-interest magazines assemble consumers with
similar lifestyles or interest and offer marketers an efficient way to reach these
people with little wasted coverage or circulation.
-Farm Publications
-Business Publications
1. Magazines directed at specific professional groups
2. Industrial magazines directed at businesspeople in manufacturing and
production industries
3. Trade magazine targeted to wholesalers, dealers, distributors, and retailers
4. General business magazines aimed at executives in all area of business.
5. Health care publications reach specify types of professional people with
particular interests.
Advantages of magazines
There are selectivity, excellent reproduction quality, creative flexibility,
permanence, prestige, readers high receptivity and involvement, and services the
offer to advertiser.
Pop-up: Some advertisers have grabbed readers’ attention by developing threedimensional pop-up ads the jump off the page
Disadvantages of magazines
1. Costs
2. Limited reach and frequency
3. Long lead time
4. Clutter and competition
Chapter13: Support media
Support media are referred to by several titles, among them Alternative media,
below-the-line media, nonmeasured media, and nontraditional media
Out-of-home advertising: as can be seen, the outdoor advertising association
billboards, street furniture, alternative media, and transit-as well as specific forms
of radio.
Alternative out-of-home media
Aerial advertising - airplanes pulling banners, skywriting and blimps all constitute
another form to outdoor advertising available to the marketer
Mobile Billboards – some companies paint their cars with ads; others paint trucks
and vans. Still others put ads on small billboards, mount them on trailers, and drive
around and/or park in the geographic area being target.
In-store media such as in-store ads, aisle display, store leaflets, shopping cart
signage, and in-store TV to reach shoppers at the place where they buy.
Transit advertising - to commercial transportation facilities, including busses, taxi,
commuter train, trolleys, airplanes, and subways.
Types of Transit advertising
-Inside cards
-Outside posters
-Station, Platform, and terminal posters
Miscellaneous other media
- Videogame ads
-Parking lot ads
- Gas station pump ads
- Place-based-media
- Others
Chapter 14: Direct Marketing
Direct marketing – a system of marketing by which organizations communicate
directly with target customers to generate a response or transaction. Direct
marketing uses a set of direct response media, including direct mail, telemarketing,
interactive TV, print, the internet, and other media.
Objective of Data Base Marketing
- Improving the selection of market segments
- Stimulate repeat purchases
- Cross-sell
- Customer relationship management
Sources of Database Information
- Census Bureau
- Postal Service
- Standard Rate and Data Service
- Experian Simmons Market Research Bureau
- Direct Marketing Association
Determining the Effectiveness of the Database
RFM scoring method – stand for the recency, frequency, and monetary transaction
between the company and the customer.
Direct-Marketing Strategies and Media
-One-step approach: the medium is used directly to obtain an order
-Two-step approach: may involve the use of more than one medium. The first
effort is designed to screen, or qualify, potential buyer. The second effort generates
the response.
Direct Mail – often called “junk mail”-the unsolicited mail you receive
Catalogs
- TV Spots – referred to in the direct-marketing industry as short-form program,
these spots include direct response commercials commonly seen on television.
-Infomercials – a long commercial that is designed to fit into 30 minute or 1-hour
time slot. Many are produced by the advertisers and are designed to be viewed as
regular TV program.
- Homeshopping
- Print Media
- Telemarketing – sales by telephone.
EVALUATING THE EFFECTIVENESS OF DIRECT MARKETING
Cost per order (DPO) – advertisers can evaluate the relative effectiveness of an
ad in only a few minutes based on the number of calls generated.
Chapter 15: The Internet and Interactive Media
Why the Rapid Adoption of the Internet?
: The speed and convenience of acquiring this information, as well as the ability to
control what and how much is received. The ability to conduct e-commerce
through one’s personal computer.
Communications Objectives
- Create awareness
- Generate interest
- Disseminate information
- Create an image
- Create a strong brand
- Stimulate trial
- Create buzz
- Gain consideration
Advertising on The Internet – employ a variety of forms as follow:
- Banners
- Sponsorships
- Pop-up/ Pop-unders
- Interstitials
- Links
- Paid search
- Behavioral targeting
- Contextual ads
- Rich media – broad range of internet digital media that exhibit dynamic motion,
taking advantage of enhanced sensory features such as video, audio, and
animation. Types of rich media include Online commercials Video on demand
Webisodes Other forms of the rich media advertising Web 2.0 Podcasting RSS
Really Simple Syndication (RSS) Blogs
Chapter 16: Sales Promotion
The Scope and Role of Sales Promotion
Sales promotion – a direct inducement that offers an extra value or incentive for
the product to the sales force, distributors, or the ultimate consumer with the
primary objective of creating an immediate sale.
Consumer-oriented sales promotion – directed to consumers, the end purchasers of
goods and services, and are designed to induce them to purchase the marketer’s
brand.
- Sampling
- Coupon
- Premiums
- Contests and sweepstakes
- Refunds and rebates
- Bonus packs
- Price-offs
- Frequency programs
- Event marketing
Trade-oriented sales promotion – designed to motivate distributors and retailers to
carry a product and make an extra effort to push it to their customers
- Dealer contests and incentives
- Trade allowances
- Point-of-purchase displays
- Sales training programs
- Trade show
- Cooperative advertising
- Other programs
Consumer-oriented Sales Promotion
Objectives of Consumer-oriented Sales Promotion
- Obtaining trial and repurchase
- Increasing consumption of an established brand
- Defending current customers
- Targeting a specific marketing segment
- Enhancing integrated marketing communications and building brand equity
Consumer-oriented Sales Promotion Techniques
 Sampling – consumers are given some quantity of a product for no charge to
induce trial
Its criteria:
1. The products are relatively low unit values
2. The product can be broken into small sample sizes that are adequate for
demonstrating the brand’s features and benefits
3. The purchase cycle is relatively short
Sampling Methods
- Door-to-door sampling – the product is delivered directly to the prospect’s
residence
- In-store sampling – the marketer hires temporary demonstrators who set up a
table or booth, prepare small samples of the product and pass them out to shoppers
- On-pack sampling – a sample of a product is attached to another item
- Event sampling
- Magazine and newspaper – a sample of product is attached in magazine or
newspaper
 Couponing
Types of Coupons
In/On Pack Coupon
- Bounce-back coupon – give consumers an inducement to repurchase the brand
- Cross-ruff coupon – redeemable on the purchase of a different product
- Instant coupon – attached to the outside of the package so the consumer can rip it
off and redeem it immediately at the time of purchase
In-Store Coupon
- Tear-off pads
- Handouts
- Dispensers
- Register printout
 Premiums – an offer of an item of merchandise or service either free or at a low
price that is an extra incentive for purchasers
Types of Premium
- Free Premiums – small gifts or merchandise included in the product package or
sent to consumers who mail in request along with a proof of purchase
- Self-Liquidating Premiums – require the consumers to pay some or all the cost of
the premium plus handling and mailing costs
 Contest and Sweepstakes
- Contest – a promotion where consumers compare for prizes or money on the
basis of skills or ability. Determines winners by judging the entries or ascertaining
which entry comes closest to some predetermined criteria
- Sweepstakes – promotion where winners are determined purely by chance; it
cannot require a proof of purchase as a condition for entry. Choosing the winning
entry in a sweepstakes requires number to match those held by sweepstakes
entrants
Trade-Oriented Sales Promotion
Objectives of Trade-Oriented Sales Promotion
- Obtain distribution for new product
- Maintain trade support for established brands
- Encourage retailers to display established brands
- Build retail inventories
Types of Trade-Oriented Promotions
- Contests and incentives – manufacturers often sponsor contests for resellers and
use prizes such as trips or valuable merchandise as rewards for meeting sales quota
or other goals
- Trade Allowances – a discount or deal offered to retailers or wholesalers to
encourage them to stock, promote, or display the manufacturer’s products
1. Buying Allowances – a deal or discount offered to resellers in the form of a price
reduction on merchandise ordered during a fixed period
2. Promotional Allowance – give retailers allowances or discounts for performing
certain promotional or merchandising activities in support of their brands
3. Slotting Allowance – fees retailers charge for providing a slot or position to
accommodate the new product
- Display and point-of-purchase materials
- Sales training programs - manufacturers provide sales training assistance to retail
salespeople
Chapter 17: Public Relations, Publicity, and Corporate Advertising
The Traditional Definition of PR – the management function which evaluates
public attitudes, identifies the policies and procedures of an organization with the
public interest, and executes a program of action (and communication) to earn
public understanding and acceptance
Marketing Public Relationship Functions (MPR) – adds values to the integrated
marketing program in a number of ways:
- Building marketing excitement before media advertising breaks
- Improve ROI
- Creating advertising news where there is no product news
- Introducing a product with little or no advertising
- Providing a value-added customer service
- Building brand-to-customer bonds
- Influencing the influential
- Defending products at risk and giving consumers a reason to buy
The Process of Public Relations
- Determining and evaluating public attitudes
- Establishing a PR plan
- Developing and executing the PR program
- Measuring program effectiveness
Implementing the PR program
-Press releases
-Press conference
-Exclusive
-Community involvement
-The internet
-Interviews