Intro to Advertising PDF

Intro to advertising Advertising media selection Advertising media selection Introduction to advertising In this digital age, where consumers are constantly bombarded with an overwhelming number of advertisements, it has become increasingly important for businesses to make strategic decisions whe...

Intro to advertising Advertising media selection Advertising media selection Introduction to advertising In this digital age, where consumers are constantly bombarded with an overwhelming number of advertisements, it has become increasingly important for businesses to make strategic decisions when it comes to selecting the right advertising media to reach their target audience effectively. Various factors that influence the selection process for advertising media must be considered: 4 1. Objectives of Firm Company’s general and advertising objectives are the prime considerations in media selection. Those media capable to meet company’s expectations are likely to be selected. Advertising objectives may be to inform, remind, persuade, create prestige, or to increase sales and profits. Different media have varying capacity to meet these objectives. 5 1. If the objective is to inform the target audience about a new product or service, media channels that allow for detailed messaging and explanation may be preferred. This could include print media such as newspapers or magazines, digital platforms, television or radio. 2. When the objective is to remind the target audience about an existing product or brand, media channels that offer frequent and repetitive exposure can be effective. This could involve using television or radio ads, outdoor billboards, or even email marketing campaigns to consistently reinforce the brand message and stay top-of- mind with consumers. 3. If the objective is to persuade the target audience to take a specific action or change their perception, media channels that allow for compelling storytelling and emotional appeal may be chosen. This could include television commercials, online video ads, social media campaigns, or influencer marketing to leverage the power of personal recommendations. 6 4. When the objective is to create a sense of prestige or exclusivity around a product or brand, media channels that cater to a more upscale or niche audience may be considered. This could involve luxury magazines, high-end lifestyle websites, exclusive events, or targeted sponsorships that align with the desired image. 5. If the firm's objective is to maximize their advertising budget and achieve a high return on investment, they may consider cost-effective digital media channels such as social media advertising, search engine marketing, or email marketing. 6. If the firm's objective is to engage with their target audience and encourage interaction, they may explore interactive media channels such as social media platforms or mobile apps. These channels provide opportunities for two-way communication and create a more immersive brand experience. 7 2. Costs Media and Company’s Financial Position: Media selection decision is highly influenced by media costs and firm’s ability to pay. Company has to pay for space or time and preparing advertising copy fit for the media to be selected. 8 Expensive Media: 1. Television advertising, especially during prime time or popular shows, can be quite expensive due to its wide reach and high production costs. 2. Traditional print media such as national newspapers or glossy magazines can be costly, particularly for full-page ads or premium placements. 3. Out-of-Home (OOH): Billboards, digital signage, and other forms of outdoor advertising in prime locations or high-traffic areas can have significant costs associated with them. 4. Radio advertising can be more affordable compared to television or print, popular radio stations during peak listening hours may still command higher prices. 9 Moderately Priced Media: 1. Display ads on popular websites or online platforms can vary in cost depending on factors like website traffic, ad size, and placement. 2. Social media platforms like Facebook, Instagram, Twitter, and LinkedIn offer various advertising options with flexible budgeting, allowing businesses to control costs effectively. 3. Advertising on streaming platforms like YouTube can offer targeted options at a moderate cost. 10 Cost-Effective Media: 1. Pay-per-click (PPC) ads on search engines like Google or Bing can be cost-effective as businesses only pay when users click on their ads. 2. Email Marketing: Sending targeted promotional emails to a business's own customer database can be a cost-effective way to reach a specific audience. 3. Content Marketing: Creating valuable content through blogs, articles, or videos on owned platforms or through partnerships can be a cost- effective way to engage with audiences. 11 3. Reach or Number of People Exposed to the Message: Reach means the number of different people exposed to a particular medium at least once during a specified time period. 12 If the firm's objective is to reach a broad audience and increase brand awareness, they may choose mass media channels such as television, radio, or outdoor advertising. These platforms have a wide reach and can effectively generate awareness among a large number of people. If the firm's objective is to target a specific geographic region, they may choose localized media channels such as regional newspapers, local radio stations, or billboards in the targeted area. This allows them to focus their advertising efforts on the specific market they want to penetrate. 13 4. Company’s Advertising Policy and Approach: Company’s advertising policy and approach determine which of the media should be selected. For example, if company’s policy is not to spend more money for advertisement and to offer the product at a low price, it may go for cheaper media. 14 5. Types of buyers People to be influenced should be taken into account while selecting the media. Buyers can be classified into various classes, each medium has its special viewers, readers, or audience. For the firm, it is important to know whether the target groups can be exposed by the particular medium. 15 6. Condition under which Customers are Influenced: Readers’/viewers’ mood and interest determine receptivity of message. Television is the best-fit medium to associate advertising message when people are watching or enjoying related programs. However, it is difficult to determine mood or interest of readers for daily newspapers. It is relatively easy to determine mood of people during a specific programs in radio or television. In case of outdoors media, the place is very important to judge mood of people. For example, hoardings, posters, or banner near gardens or picnic places are more likely to be attracted. 16 7. circulation/coverage The area covered by the medium is an important criterion. Some media are capable to cover the globe while some can cover only the limited locality. 17 Local coverage: 1. Advertising on local radio stations can effectively reach consumers within a specific geographic area. 2. Placing ads in community newspapers or regional magazines can help target local buyers. 3. Billboards placed in high-traffic areas within the local community can generate awareness among local buyers. Global coverage: 1. Digital Advertising: Utilizing online platforms like search engine marketing (SEM), social media ads, or display advertising can help reach global audiences 2. Influencer Marketing: Collaborating with influencers who have a global reach and appeal can help businesses connect with diverse audiences worldwide. 18 8. Repetition/ frequency Repetition or frequency implies the number of times within specific time period an average person is exposed to the message by specific medium. Most of the outdoor media hold the message for relatively long time. Magazines or periodicals publish monthly or quarterly; mostly they publish advertisements only in a particular edition. The more is the repetition of advertising message; the more is the effect of the medium on people. Naturally, advertisement appears frequently is more likely to read or attend than if it appears only once. However, repetition in case of newspapers, TV, radio, etc., depends on company’s ability to pay 19  Reaching an audience without frequency is like whispering in a crowded room - your message gets lost in the noise. 20 9. Credibility and image of the media In case of newspapers and magazines, the factor is critical. Naturally, advertising message appears in the reputed newspapers or magazines carry heavy impression and effect than substandard media. People don’t trust the appeal published in the lower standard media. Prestige of media becomes the prestige of advertiser. Firms should search for credible or prestigious media to carry the advertising message. 21 10. Past Experience: Company’s own past experience may be instrumental to decide on advertising media. For example, if company has satisfactory experience of using a particular medium, there are more chances to use the same medium and vice versa. 22 11. Experience of other Companies: Experience of other companies is one of the important considerations in media selection. Company may try to know what other companies say about applicability and usefulness of various media. Views of other companies must be followed with care and caution. 23 12. Expert Opinion: Marketing experts or consultants who work on professional basis can be consulted to suggest an appropriate medium to carry the message. These experts, on the basis of analysis of market situations in relation to products to be advertised, can recommend the suitable media. Since they have experience and expertise in the field, they are in better position to judge the suitability of each of the media in relation to product and company’s financial position. They charge fees for their consultancy services. 24 13. Type of Advertising Message: Each advertising message needs specific advertising vehicle. If a message is simple, print media are sufficient. If a message is complicated, and the company wants to demonstrate and explain, audiovisual media suit the needs. 25 14. Other factors to be considered: a. Effectiveness of Media b. Availability of Media c. Government Rules and Regulations d. Time and Place are important considerations for advertising, Businesses should choose media channels that align with the timing and location of their target audience. 26 Other factors to be considered: e. Type of Products Different types of products require different approaches to advertising. For consumer goods, television and social media can be effective. Luxury products may benefit from print media and exclusive events. Technology products can be promoted through online platforms and YouTube. Service- based businesses can utilize content marketing and local advertising. Niche products may find success in targeted online communities and trade shows. 27 The Types of Advertising There are 14 Types of Advertising Print advertising Print advertising refers to printed advertisements, often seen in newspapers and magazines. However, this category also includes other printed materials, such as brochures, and flyers. Companies can place advertisements in local newspapers- whether throughout the paper or within the classifieds section—to target consumers within a geographic location. 29 For a more targeted audience, companies may seek advertising opportunities in magazines. Specialty magazines can help a company reach a specific group or type of people. For example, a company that sells golf equipment would place ads in magazines for golf enthusiasts because they know that audience is more likely to appreciate their product. Magazine advertising can also offer a better visual experience for consumers, as the full-page opportunities allow for more color and high-production images than newspaper advertisements. 30 Direct mail advertising Direct mail is a type of print advertising that sends advertisements to customers through the mail. Examples include brochures, catalogs, newsletters and flyers. This approach enables companies to identify an even more targeted market than other print advertising formats because it distributes ads via a direct mailing list. For example, someone who opens a hair salon can create a flyer that announces their grand opening. They can then send that flyer to a list of residents located within five miles of the salon. To attract new customers, the owner can also include a discount coupon with the mailer. 31 Television advertising Television advertising is a type of broadcast advertising where companies advertise their products or services through 20-, 30- or 60- second TV commercials. It can be costly but enables companies to repeat their advertisements regularly. The costs to air television commercials can vary due to the following factors: - The ad length - The time of day - The television show - Frequency of airing - The geographic reach - The number of networks 32 Radio advertising Radio is another form of broadcast advertising that plays ads during programming breaks. Customers can hear radio advertisements while conducting other activities, such as driving or doing household chores. Like television, radio enables the repetition of advertisements, which can give companies more recognition with consumers. Companies can research what radio stations are popular with their target customers. They can also learn what times of day these customers listen to the radio most. For example, they may try to advertise during a morning time slot when they know many of their customers will be driving to work. 33  Podcast advertising In podcast advertising, companies can sponsor podcasts or have advertisements for their products or services played during the episodes. Typically, podcasts play ads at the beginning, middle and end of episodes. Similar to radio advertising, companies can research which podcasts are most popular with their target audience. Some podcast hosts read from a script provided by the company or create their own, which can be an entertaining way for listeners to consume advertising content. 34 Mobile advertising Mobile advertising reaches consumers through any mobile device with internet connectivity, such as a cellphone or tablet. These advertisements may appear to consumers through social media, on web pages or within apps. For example, a customer playing a mobile game may receive ads for similar games between gameplay rounds. The benefit is that these advertisements can reach consumers no matter where they are. If individuals enable location settings, companies may even be able to target them via geographic location. 35 Social media advertising Companies use social media advertising to promote their products or services on various platforms. Social media advertising, like other digital advertising, enables companies to target specific audiences. They may focus on reaching customers based on their geographic location, age group or buying habits. They can either pay for the platforms to promote their advertisements, or they can use more organic methods For example, a small business can use organic social media advertising by asking its followers to like and re-share one of their posts. They then may pick a participant at random to receive a discount or gift. 36  Today's businesses also utilize online influencers, bloggers or celebrities to create posts promoting their brands or products. Rather than full advertising campaigns, these methods may serve as more cost-effective techniques that enable the business to spread awareness of their brand. 37 Paid search advertising Paid search is a type of online advertising, sometimes referred to as pay-per- click (PPC) advertising. Companies that use PPC advertising only pay a fee when users click on their ad. They bid on specific keywords, usually related to their business, along with the placement of their ad on the search engine. For example, a company that sells folding bicycles includes the keyword "foldable bikes". When users search that phrase, the company's products appear as an ad within the search results—typically at the top of the page When users click on the website (Ad), the advertiser pays. 38 Native advertising Native advertising is a type of digital advertising in which ads look similar to the rest of the page content. Pay-per-click advertisements can serve as a form of native advertising because the advertised product often blends in with the other results. Businesses enjoy using this format because it does not interrupt the user experience, unlike display advertising 39 For example, a website that publishes articles about professional development may also include sponsored articles. These look the same as the articles published by the site's writers and editors but came from a business looking to promote its products or services. A reader may find an article about time management tips and realize later that it is a sponsored post from a company that sells time-tracking software. In this scenario, the company also would likely mention or advertise its software within the article's content. 40 Display advertising Display advertising is a type of digital advertising that uses identifiable ads. These may include banner ads at the tops or sides of web pages and pop-up ads. Another example would be the video ads that appear before or during streaming video content. Display advertising encourages users to click on them to move to the company's website, often to make a purchase. These advertisements are very prevalent online, though sometimes that can make them easy for consumers to ignore 41 One method used in display advertising is remarketing or retargeting. When users visit a brand's website, they often accept browser cookies that allow the site to track their journey. If the user decides not to purchase anything on the site, the brand may target that customer and place ads for their products on other websites to remind them to return and buy the item 42 Outdoor advertising Outdoor advertising refers to advertisements that consumers see outside their homes. As a result, this type of advertising is sometimes called out-of-home advertising. Examples include billboards and advertisements seen in public places or transit vehicles, such as on the sides of buses or inside subway cars. Outdoor advertising aims to catch the attention of a large population. Usually, these ads help businesses build their brand awareness within a geographic location. The space allotted to outdoor advertisements may be limited, as can the amount of time a consumer takes to view the advertisements. Typically, these ads use bold images and fewer words so that the content is easily understood 43 44 Guerrilla advertising Guerrilla advertising refers to less conventional methods that are generally low-cost and employ creative techniques to draw attention. A common strategy in this category is ambient advertising, in which a company places ads in public places but uses an unconventional manner. For example, rather than advertising on a bus stop, a company may paint a mural on the sidewalk advertising their services. 45 46 47 Guerrilla marketing sometimes invites public interaction or participation. For example, the advertisement may encourage individuals to take a photo with the ad and post it on social media using a hashtag. That is why companies using guerilla advertising aim for eye-catching ads — to entice consumers to interact with their content. Advertising via word-of-mouth can serve as an effective and less costly way for companies to build brand awareness. 48 Product placement advertising In product placement advertising, a company pays to have their product embedded in media content, such as a television show or movie. The content sometimes does not explicitly mention the product, but it is viewable by the audience. This method can help companies reach targeted groups more discreetly. 49 PRESENTATION TITLE 50 CSR for Public service advertising Public service advertising refers to advertisements that promote a cause or initiative rather than a product. Often called public service announcements (PSAs), these ads aim to inform the public about a topic in a way that benefits them or others. Organizations can use public service advertising in various formats, such as television, radio or online video advertising. Providers will donate airtime to these ads, though they must meet particular requirements to qualify as a PSA. This type of advertising often is used by government agencies or charitable organizations to educate consumers on health and safety topics. For example, the Centers for Disease Control airs PSAs to inform citizens of the necessity to take health screenings or prepare for natural disasters. 51 Advertising agencies  Types of advertising agencies 1. Full-Service Agencies: These agencies offer a comprehensive range of advertising services, including strategy, creative development, media planning and buying, and campaign execution. 2. Digital advertising agencies Digital advertising agencies offer advertising services online. Clients may choose this agency when they only desire to have digital advertisements. 53 3. Media Buying Agencies: These agencies specialize in media planning and buying. They help clients identify the most effective media channels to reach their target audience and negotiate advertising space or airtime. 4. Creative Agencies: These agencies specialize in developing innovative and engaging advertising campaigns. They focus on creating compelling content and visuals to capture the target audience's attention. PRESENTATION TITLE 54 Types of advertising agencies 5. Social Media Agencies: These agencies focus on managing and optimizing social media campaigns for clients. They create content, engage with followers, and analyze data to maximize the impact of social media advertising. 6. Boutique Agencies: These are small agencies that specialize in a specific industry or niche. They offer specialized expertise and personalized service to clients within their area of focus. 7. In-House Agencies: Some companies choose to establish their own in-house advertising agency to handle all their marketing and advertising needs internally. 8. Research and Analytics Agencies: These agencies specialize in market research, consumer insights, and data analytics. They help clients gather valuable data, conduct market research studies, analyze consumer behavior, and provide insights to inform advertising strategies. 55 9. Public relations advertising agencies Public relations (PR) advertising agencies help their clients enhance and maintain their public image. A PR advertisement agency can work with companies to feature their business in the news, local or digital community and other industry websites. Clients may choose to use a PR advertising agency to improve the public image of their brand or increase public awareness about them. PRESENTATION TITLE 56 Creative agencies Research and Full-house agency Analytics Agencies 57  10 MAJOR FUNCTIONS OF ADVERTISING AGENCY Advertising agencies are independent organizations that work for other organizations. Their major role is to promote their client’s product or service to increase sales. To do that, they go through several steps and complete several tasks. With the changes in advertisement trends, the strategies might vary. However, some key functions are constant for most advertising agencies. 58 Attract clients The first and foremost duty of an advertising agency is to get clients. Without clients, they have no work to work for. They have to expand their reach to get new clients, they can achieve that with the corporation of a digital marketing company. When people learn about an advertisement agency and their work, they will become interested in working with them 59 Research A research team of an ad agency researches the market based on the client’s product. They research everything related to the product and analyze them for the best results. The factors that they research for a product are the following. Quality and features of the product Advantages and disadvantages of the product Client’s market situation Competition in the market Distribution method of the products Buyer’s preferences 60 Planning After doing market research and after collecting all the data, the agency starts planning for advertising the product. As the advertising agency knows about the competitors, and product details, they create a result-oriented advertising plan. After the plan is set, the agency presents it to the clients. Once the client approves the advertising plan, they move on to executing the plan 61 Prepare the creative team At this stage, the creative people come into play. Once a client is ready to go to execution, the advertisement agency gathers their skilled creative individuals for creating the ads. The team might include copywriters, graphic designers, photographers, videographers, etc. The creative team then comes up with unique and appealing ideas that can attract customers. They are challenged to come up with a new concept with each new product advertising. 62 Media planning After the research, the advertising agency selects the most suitable media for the client’s product. Selecting the appropriate media is a major responsibility of an advertising agency. Part of the research is done only for media planning. Depending on the client’s product, its potential customer demographics, the media is selected. If the media selection is not right, the client might not reach the expected audience and face a huge loss. Planning and selecting the proper platform where the product will get the most exposure is essential for an advertising agency 63 Account team The accounts team closely works with the client and plans the overall process. They handle the communication between the client and the agency. Additionally, they set up the initial strategy for advertising and then distribute work accordingly. In most cases, the account management team selects and decides who will work on what. 64 Advertising budget An advertising agency lets its clients know the expected budget. They ensure the client’s money does not get wasted. They plan the budget to utilize the finances estimated to them properly. The budget includes how much money in which sector is needed. Moreover, the agency also gets accurate payment for the work they put on. 65 Sales promotion Doing sales promotion is an important task for advertising agencies. They take the necessary steps to promote the client’s products to customers and dealers. Increasing sales is the main goal of advertising for a product. If sales promotion is not done correctly, there will be fewer sales 66 Coordination Coordinating all the departments or different advertising work is the job of an advertising agency. They ensure that everything is working smoothly. Without coordination, the final result will not be satisfactory. Again, the communication gap can create an unorganized ad campaign. Therefore, coordination between teams is very important 67 Thank you! Good luck! ☺