ACM 2133 Advertising PDF

+ ACM 2133 ADVERTISING + ACM 2133 ADVERTISING Lecture and Tutorial by SOFIA HAYATI YUSOFF CONTACT NUMBER: 016 268 5064 ROOM NUMBER: 36, 1ST FLOOR, FKP + ACM 2133 ADVERTISING LECTURE SEMESTER: A241 DAY: Thursdays TIME: 8:00– 11:00am HALL: DKS 1....

+ ACM 2133 ADVERTISING + ACM 2133 ADVERTISING Lecture and Tutorial by SOFIA HAYATI YUSOFF CONTACT NUMBER: 016 268 5064 ROOM NUMBER: 36, 1ST FLOOR, FKP + ACM 2133 ADVERTISING LECTURE SEMESTER: A241 DAY: Thursdays TIME: 8:00– 11:00am HALL: DKS 1.3FKP + Assessment Component % Continuous Assignment Mid term test 20 Assignment 1 20 Assignment 2 20 Final Exam 40 TOTAL 100 + Rationale of this course For student to understand the role of media in advertising and also to understand consumer behavior. + Objectives 1. To familiarize and provide student with the ability to understand the important of media in advertising 2. To provide basic application of advertising in communication and media studies. + Synopsis This course is designed: to introduce student to the structure of advertising, as well as its history, problems, and challenges locally and internationally. for those interested in its creative, business, or research aspects. for those simply interested in advertising while providing a foundation for those interested in pursuing a career in advertising. to introduce to the basic use of advertisements, its strategic planning and the production process of print and electronic advertising. as a foundation for advanced advertising courses in creative development, media planning, and management. + What is Advertising? + What is Advertising? + Defining Modern Advertising A complex form of communication using objectives and strategies to impact consumer thoughts, feelings and actions. A form of marketing communication (all the techniques marketers use to reach their customers and deliver their messages). + Defining Modern Advertising The evolution of the definition of advertising: Identification Simple images found in ancient Babylonia, Egypt, Greece and Rome identified a business, manufacturer or store. Information Gutenberg’s moveable type merchandized the printing process leading to mass communication. Promotion The Industrial Revolution led to surplus goods, improved transportation and the need for new media. Sales Advertisers became concerned about making ads that worked and defining standards of effective advertising. + ANCIENT EGYPTIAN DRAWING ANCIENT EGYPTIAN PACKAGING + Defining Modern Advertising Five basic factors of advertising: 1. Paid communication 2. Sponsor is identified 3. Tries to inform or persuade 4. Reaches the large audience 5. Message conveyed through many different kinds of largely nonpersonal mass media. + Components of Advertising The strategy is the logic and planning Strategy behind the ad that gives it direction. Creative Advertisers develop ads to meet objectives. idea Advertisers direct ads to identified Execution audiences. Advertisers create a message that speak Media to the audience’s concerns. Advertisers run ads in the most effective media. + Components of Advertising Thecentral idea grabs the Strategy consumer’s attention and sticks in memory. Creative idea Planning strategy require creative Execution problem solving. Research involves creativity. Media Buying and placing ads requires creative thinking. + Components of Advertising Effective ads are well Strategy executed reflecting the Creative idea highest production values in the industry. Execution Clients demand the best Media production the budget allows. + Components of Advertising Television, internet, magazines Strategy and other media are used to Creative idea reach a broad audience. Execution Deciding how to deliver the message requires creativity. Media Howyou say something and where you say it is just as important as what you say. + Roles of Advertising Marketing issatisfying customer wants and needs by Marketing providing products (goods, Communication services, ideas). Economic Themarketing department, is responsible for selling the Societal product using the 4Ps (product, price, place, and promotion) and brand development. + Roles of Advertising Advertising is a message to a Marketing consumer about a product, Communication designed to create a response. Economic It is also a form of marketing Societal communication. Uses mass communication to transmit product information to connect buyers and sellers in the marketplace. + Roles of Advertising Because it reaches large Marketing groups of people, advertising Communication makes marketing more cost- efficient and lowers prices for Economic consumers. Societal Advertising creates a demand for a brand using hard sell (persuading) and soft sell (image building) techniques. + Roles of Advertising Informs about innovations and issues. Marketing Helps us compare products. Communication Mirrors fashion and design trends. Economic Teachesconsumers about new Societal products. Help shape consumer self-image. Facilitates self-expression. Presents images about diversity in our world. + Types of Advertising Brand advertising Focused on long term identity and image Retail of local advertising Focused in selling merchandise in a geographical area Direct response advertising Tries to stimulate a sale directly Business-to-business Sent from one business to another + Types of Advertising Institutional advertising Focused on establishing on corporate identity or winning the public over to the organization’s point of view Nonprofit advertising Used by nonprofits like charities, hospitals, orchestras, museums, and churches for customer, members, volunteers and donors Public service advertising Usually produced and run for free on behalf of a good cause + The Key Players Advertiser Advertiser Wants to send out a (client) message about its business Agency Identifies a problem that advertising can solve Media Selects the target audience, Supplier sets the budget, and approves the ad plan Audience Hires the agency + The Key Players Agency Advertiser Agencies have the (client) strategic and creative Agency expertise, media knowledge, talent, and Media negotiating abilities to Supplier operate more efficiently than the advertiser. Audience Some large advertisers have in-house department. + The Key Players Media Advertiser Media are channels of (client) communication that carry the message to the audience. Agency They are vehicles, but also large media conglomerates Media Mass media advertising can Supplier be cost effective because the costs are spread over the Audience large number of people the ad reaches. + The Key Players Supplier Advertiser Service organizations that (client) assist advertisers, agencies and placing ads by Agency providing specialized Media services Artists, writers, directors, Supplier photographers, producers, Audience printers, freelancers and consultants + The Key Players Audience People to whom an ad is Advertiser directed –their responses (client) determine if advertising is Agency effective. Targeting is the process of Media identifying the people in the desired audience. Supplier Interactive technology allows Audience ads to be customized to the target audience’s individual needs. + The Development of Advertising Advertising Timeline Stage 1: Age of print Stage 2: Emergence of consumer society Stage 3: Modern advertising era Stage 4: Age of agencies Stage 5: The Creative Era Stage 6: The Accountability Era Stage 7: Age of Social Responsibility + Current Developments The New Advertising Electronic media are making advertising more intimate, interactive and personalized. Advertising must evolve to keep up with technology. Creativity involves more than just the ad’s big idea, but finding new ways to engage consumers beyond traditional mass media. + Current Developments Interactivity Buzz is getting people to talk about the event, idea or brand. People contact companies by phone, the internet, and through friends Advertising must change to also become more interactive. + Current Developments Integrated Marketing Communication (IMC) IMCmeans unifying all marketing communication messages and tools to send a consistent, persuasive message promoting the brand's goals. Stakeholders are also important in IMC Synergymeans messages have more impact working jointly than on their own. + Current Developments Globalization The elimination of trade barriers in the 1990s opened huge international markets. Agencies are forming multinational operations to address these markets. Should advertisers practice local or global advertising? + That’s all for today THANK YOU + ACM 2133 ADVERTISING + ACM 2133 ADVERTISING Lecture and Tutorial by SOFIA HAYATI YUSOFF CONTACT NUMBER: 016 268 5064 ROOM NUMBER: 36, 1ST FLOOR, FKP + ACM 2133 ADVERTISING LECTURE SEMESTER: A241 DAY: Thursdays TIME: 8:00– 11:00am HALL: DKS 1.3FKP + Assessment Component % Continuous Assignment Mid term test 20 Assignment 1 20 Assignment 2 20 Final Exam 40 TOTAL 100 + Rationale of this course For student to understand the role of media in advertising and also to understand consumer behavior. + Objectives 1. To familiarize and provide student with the ability to understand the important of media in advertising 2. To provide basic application of advertising in communication and media studies. + Synopsis This course is designed: to introduce student to the structure of advertising, as well as its history, problems, and challenges locally and internationally. for those interested in its creative, business, or research aspects. for those simply interested in advertising while providing a foundation for those interested in pursuing a career in advertising. to introduce to the basic use of advertisements, its strategic planning and the production process of print and electronic advertising. as a foundation for advanced advertising courses in creative development, media planning, and management. + What is Advertising? + What is Advertising? + Defining Modern Advertising A complex form of communication using objectives and strategies to impact consumer thoughts, feelings and actions. A form of marketing communication (all the techniques marketers use to reach their customers and deliver their messages). + Defining Modern Advertising The evolution of the definition of advertising: Identification Simple images found in ancient Babylonia, Egypt, Greece and Rome identified a business, manufacturer or store. Information Gutenberg’s moveable type merchandized the printing process leading to mass communication. Promotion The Industrial Revolution led to surplus goods, improved transportation and the need for new media. Sales Advertisers became concerned about making ads that worked and defining standards of effective advertising. + ANCIENT EGYPTIAN DRAWING ANCIENT EGYPTIAN PACKAGING + Defining Modern Advertising Five basic factors of advertising: 1. Paid communication 2. Sponsor is identified 3. Tries to inform or persuade 4. Reaches the large audience 5. Message conveyed through many different kinds of largely nonpersonal mass media. + Components of Advertising The strategy is the logic and planning Strategy behind the ad that gives it direction. Creative Advertisers develop ads to meet objectives. idea Advertisers direct ads to identified Execution audiences. Advertisers create a message that speak Media to the audience’s concerns. Advertisers run ads in the most effective media. + Components of Advertising Thecentral idea grabs the Strategy consumer’s attention and sticks in memory. Creative idea Planning strategy require creative Execution problem solving. Research involves creativity. Media Buying and placing ads requires creative thinking. + Components of Advertising Effective ads are well Strategy executed reflecting the Creative idea highest production values in the industry. Execution Clients demand the best Media production the budget allows. + Components of Advertising Television, internet, magazines Strategy and other media are used to Creative idea reach a broad audience. Execution Deciding how to deliver the message requires creativity. Media Howyou say something and where you say it is just as important as what you say. + Roles of Advertising Marketing is satisfying customer wants and needs by Marketing providing products (goods, Communication services, ideas). Economic Themarketing department, is responsible for selling the Societal product using the 4Ps (product, price, place, and promotion) and brand development. + Roles of Advertising Advertising is a message to a Marketing consumer about a product, Communication designed to create a response. Economic It is also a form of marketing Societal communication. Uses mass communication to transmit product information to connect buyers and sellers in the marketplace. + Roles of Advertising Because it reaches large Marketing groups of people, advertising Communication makes marketing more cost- efficient and lowers prices for Economic consumers. Societal Advertising creates a demand for a brand using hard sell (persuading) and soft sell (image building) techniques. + Roles of Advertising Informs about innovations and issues. Marketing Helps us compare products. Communication Mirrors fashion and design trends. Economic Teachesconsumers about new Societal products. Help shape consumer self-image. Facilitates self-expression. Presentsimages about diversity in our world. + Types of Advertising Brand advertising Focused on long term identity and image Retail of local advertising Focused in selling merchandise in a geographical area Direct response advertising Tries to stimulate a sale directly Business-to-business Sent from one business to another + Types of Advertising Institutional advertising Focused on establishing on corporate identity or winning the public over to the organization’s point of view Nonprofit advertising Used by nonprofits like charities, hospitals, orchestras, museums, and churches for customer, members, volunteers and donors Public service advertising Usually produced and run for free on behalf of a good cause + The Key Players Advertiser Advertiser Wants to send out a (client) message about its business Agency Identifies a problem that advertising can solve Media Selects the target audience, Supplier sets the budget, and approves the ad plan Audience Hires the agency + The Key Players Agency Advertiser Agencies have the (client) strategic and creative Agency expertise, media knowledge, talent, and Media negotiating abilities to Supplier operate more efficiently than the advertiser. Audience Some large advertisers have in-house department. + The Key Players Media Advertiser Media are channels of (client) communication that carry the message to the audience. Agency They are vehicles, but also large media conglomerates Media Mass media advertising can Supplier be cost effective because the costs are spread over the Audience large number of people the ad reaches. + The Key Players Supplier Advertiser Service organizations that (client) assist advertisers, agencies and placing ads by Agency providing specialized Media services Artists, writers, directors, Supplier photographers, producers, Audience printers, freelancers and consultants + The Key Players Audience People to whom an ad is Advertiser directed –their responses (client) determine if advertising is Agency effective. Targeting is the process of Media identifying the people in the desired audience. Supplier Interactive technology allows Audience ads to be customized to the target audience’s individual needs. + The Development of Advertising Advertising Timeline Stage 1: Age of print Stage 2: Emergence of consumer society Stage 3: Modern advertising era Stage 4: Age of agencies Stage 5: The Creative Era Stage 6: The Accountability Era Stage 7: Age of Social Responsibility + Current Developments The New Advertising Electronic media are making advertising more intimate, interactive and personalized. Advertising must evolve to keep up with technology. Creativity involves more than just the ad’s big idea, but finding new ways to engage consumers beyond traditional mass media. + Current Developments Interactivity Buzz is getting people to talk about the event, idea or brand. People contact companies by phone, the internet, and through friends Advertising must change to also become more interactive. + Current Developments Integrated Marketing Communication (IMC) IMCmeans unifying all marketing communication messages and tools to send a consistent, persuasive message promoting the brand's goals. Stakeholders are also important in IMC Synergymeans messages have more impact working jointly than on their own. + Current Developments Globalization The elimination of trade barriers in the 1990s opened huge international markets. Agencies are forming multinational operations to address these markets. Should advertisers practice local or global advertising? + That’s all for today THANK YOU + Strategic Research + FINDING CONSUMER INSIGHTS + 6-3 Research: The Quest for Intelligence and Insight Market research Compiles information about the product, product category, and other details of the marketing situation Consumer research Used to identify people who are in the market for the product + 6-4 Research: The Quest for Intelligence and Insight Advertising research Focuses on all the elements of advertising IMC research Used to assemble information in planning the use of a variety of marketing communication tools Strategic research Uncovers critical information that becomes the basis for strategic planning decisions + The Basic Types of Research Secondary Research Primary Research Quantitative Research Qualitative Research Experimental Research + Secondary Research …Background research that uses available published information about a topic is secondary research + Primary Research …Information that is collected for the first time from original sources is called primary research + Quantitative Research + Quantitative Research Delivers numerical data such as number of users and purchases, their attitudes and knowledge, their exposure to ads, and other market-related information. Use large sample sizes (100-1000) and random sampling to conduct surveys and studies that track, count or measure things like sale and opinions. Investigates the attitudes, opinions, and behaviors of large numbers of people in order to make conclusions that can be generalized to the total population. Quantitative research can be used to draw conclusions about how much and how often. + Qualitative Research + Qualitative Research Qualitative research provides insight into how and why consumers think and behave. Explores underlying reasons for consumer behaviour. Qualitative research answers questions about why and generates questions for quantitative methods. Tools include observation, ethnography studies, in-depth interviews, and case studies. Exploratory in nature and designed for generating insights, as well as questions and hypotheses for more research. + Experimental Research + Experimental Research Experimental research is designed using formal hypothesis- testing techniques that compare different message treatments and how people react to them. Scientifically tests hypotheses by comparing different message treatments and how people respond to them. Reactions may be electronically recorded using MRI or EEG machines, or eye-scan tracking devices to measure emotional responses. Neuro-marketing is a subfield or experimental research in which planners try to determine how the brain and emotions react to various stimuli. + The Uses of Research Market Consumer Information Insight Media Message Research Development Evaluation Research + The Uses of Research Market Consumer Information Insight Media Message Research Development Evaluation Research + The Uses of Research Market Information Marketing research involves conducting surveys, in-depth interviews, observation and focus groups to use in developing a marketing plan and later an advertising plan. Market information includes consumer perceptions of the brand, product category and competitors’ brand. Brand information includes an assessment of the brand’s role and performance in the marketplace—leader, follower, challenger or a sub-brand of a bigger and better know brand. + The Uses of Research Market Information (cont.) This research also investigates how people perceive brand personalities and images. There are four common methods used to gather information about a brand and the marketplace: The brand experience – learn about brand’s history, plans for the future, and relationship with the customer. Competitive analysis – try other brands to compare. An advertising audit – collect and asses client’s and competitor’s advertising, plus related products. Content analysis – review competitors’ approaches and strategies, compare your position to theirs. + The Uses of Research Market Consumer Information Insight Media Message Research Development Evaluation Research + The Uses of Research Consumer Insight Research Both the creative team and media planners need to know as much as they can about the people they are trying to reach. Researcher try to find out what motivates people to buy a product or become involved with a brand. The goal is to find key consumer insight that members of the target audience will respond to. + The Uses of Research Market Consumer Information Insight Media Message Research Development Evaluation Research + The Uses of Research Media Research Media planners and account planners decide which media formats will help accomplish the advertising objectives. Media research gather information about all the possible media and marketing communication tools that might be used to deliver a message. Researchers then match that information to what is known about the target audience. + The Uses of Research Market Consumer Information Insight Media Message Research Development Evaluation Research + The Uses of Research Message Development Research Planners, account managers, media researchers and the creative team conduct their own informal and formal research. Writers and art directors often conduct their own informal research—visit stores, talk to salespeople, watch buyers, look at client’s past ads and competitors ads. Concept testing is used during creative process to evaluate the relative power of various creative ideas. + The Uses of Research Market Consumer Information Insight Media Message Research Development Evaluation Research + The Uses of Research Evaluation Research Evaluate an ad for effectiveness after it has been developed and produced; before and after it runs as part of a campaign. Pretesting is research on a finished ad before it runs in the media. Evaluative research (also called copy testing) is done during and after a campaign. Aided recognition (or recall) Unaided recognition (or recall) + THE MOST COMMON RESEARCH METHODS Consumer research Used to better understand how users, prospects, and nonusers of a brand think and behave Uses both qualitative and quantitative methods + Quantitative Methods of Contact Door-to-Door Interview Internet Survey Phone Surveys Research Interview Mail Surveys + Quantitative Methods of Contact Door-to-Door Interview Internet Survey Phone Surveys Research Interview Mail Surveys + Quantitative Methods of Contact Survey research Door-to-door interviews:- The interviewer walks from the door of one house to the door of another house to research something to the general public. The benefit of door to door interview provides accurate, comprehensive, considerable model for the government, and help it to analysis the population trend. Time and economically concern are the disadvantages of door to door interview, besides the interviewers may expose to danger while doing their tasks. + Quantitative Methods of Contact Door-to-Door Interview Internet Survey Phone Surveys Research Interview Mail Surveys + Quantitative Methods of Contact Survey research Phone interviews:- Telephone surveys can be cheaper and more efficient than face- to-face interviews, and they can draw a random sample from phone directories and permit greater control over data collection. The principal advantages of telephone surveys over face-to-face interviews are the savings in cost and time. Telephone interviewers have more safety than do in-person interviewers, and they may have a smaller effect on the interview itself. However, this method also faced its challenges when consumers used call-screening devices to filter their incoming calls. + Quantitative Methods of Contact Door-to-Door Interview Internet Survey Phone Surveys Research Interview Mail Surveys + Quantitative Methods of Contact Survey research Mail surveys:- A popular method after the World War II because researchers do not have to do live interviews, in addition, special mailing lists are available to assist researcher in reaching the target population. Advantages of this method include: it is easy and relatively low-cost to let the postal service do the leg work of delivering the surveys; mailing costs are geographically uniform; respondents can answer at their leisure; and any potential interviewer bias may be reduced due to lack of contact with the interviewer. Disadvantages of this method include: response rates from individuals with lower literacy levels are often too small to be useful, thereby eliminating immigrant populations in many areas that represent substantial markets; overall response rates are historically very low, averaging approximately less than 10% and, depending on your target population, sending surveys only to people with high literacy levels or with specialized interests could result in a biased sample. + Quantitative Methods of Contact Door-to-Door Interview Internet Survey Phone Surveys Research Interview Mail Surveys + Quantitative Methods of Contact Survey research Internet surveys:- The internet surveys can also be a useful tool for monitoring online behaviour. Contact through the internet require access to the consumers via e-mail, social network (e.g. facebook), or instructions on how to click through to a research site in order to view the test ad. Concurrently, consumers are sent a set of questions about the ad, which they can return electronically. Online surveys have many of the strengths and weaknesses of mail surveys. Although they are cheaper to conduct, it can be difficult to ensure that the respondents represent a more general population. + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact In-Depth Interviews Qualitative method conducted one-on-one using open- ended questions that require respondents to generate their own answers Interviews are more flexible and unstructured. Use smaller sample sizes so results cannot be generalized to the population. + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact Focus Groups A group of users or potential users who gather around a table (or online) to discuss a topic (product, brand or advertising). Usefulin testing ideas or exploring various alternatives in message strategy development Directed by a moderator, observed by client and agency personnel. Specific types include expert groups or friendship panels. + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact Suggestions and Comments An informal feedback that always been available in stores through SUGGESTION BOXES and CUSTOMER SATISFACTION CARDS. Therecompanies or stores use ONLINE SUGGESTION BOX, such as Starbucks, Airasia, Etiqa Insurance, etc. From the feedback, the companies could enhance their services as what requested by the customers. + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact Panels An expert panel gathers experts from various fields into a focus group setting. A marketing or customer research panel is an ongoing group of carefully selected people interested in a topic or product category. A standing panel can be maintained over time and also can be contacted by phone, mail or internet in order to stimulate new ways of looking at a brand, product or customer pattern. + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact Observation Takesresearchers into natural settings where they note the behavior of consumers. A qualitative method using video, audio and cameras to record. Closer and more personal than quantitative research. + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact Ethnographic Research Involves the researcher in living the ‘lives’ of the people being studied. Has the advantage of or revealing what people actually do, not what they say they do. Their ‘lives’ may be videotaped or a researcher may go to rally. + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact Diaries Consumersare asked to record their activities, such as media usage. Theytell media planners what programs and ads the consumers watched. Providea more realistic, normal representation than surveys or interviews. + Qualitative Methods of Contact Depth Interviews Others Focus Groups Suggestions/C Diaries omments Ethnographic Panels Research Observation + Qualitative Methods of Contact Other Qualitative Methods Fill-in-the-blanks Purpose-driven games Story elicitation Artifact creation Photo elicitation Photo sorts Metaphors + 6-53 Choosing a Research Method Validity Reliability The research actually measures Researchers can run the same what it says it measures test again and get the same answer Three Big Objectives in Advertising Research 1. Test hypotheses 2. Get information 3. Get insights + RESEARCH TRENDS AND CHALLENGES + 6-55 Research Challenges Globalization The challenge is how to arrive at an intended message without cultural distortions or insensitivities. New media technology As technology changes, old research measures become less valid. Researchers and planners use multiple media vehicles to deliver different effects. Internet and virtual research Offers opportunities for virtual interviews. Embedded research The research is part of a real purchase and use situation. Call centre personnel, personal shoppers and the internet gather information and feed it back to planning and marketing. Insightful analysis The goal of research is to make sense of the findings to uncover unexpected insights into consumers, products or the marketplace. + That’s all Thank you + STRATEGIC PLANNING + What is strategic planning? For marketing communication, strategic planning is the process of: identifying a problem that can be solved with marketing communications determining objectives (what you want to accomplish) deciding on strategies (how to accomplish the objectives) implementing tactics (actions that make the plan come to life) 7-2 + What is strategic planning? What do each of these terms mean? Objective: what you want to accomplish. Strategy: how to accomplish the objectives. Tactics: actions that make the plan come to life. 7-3 + WHAT IS STRATEGIC PLANNING? The Business Plan The Marketing Plan The IMC Plan + WHAT IS STRATEGIC PLANNING? The Business Plan The Marketing Plan The IMC Plan + The Business plan The business plan and marketing plan provide direction for advertising planning and other areas of marketing communication. The business plan may cover an SBU (strategic business unit), which is a line of products or all offerings of a brand. 7-6 + The Business Plan Objectives focus on profit or return on investment (ROI). ROI is revenue earned above the amount invested. Business planning starts with a business mission statement; an expression of broad goals and policies. 7-7 + WHAT IS STRATEGIC PLANNING? The Business Plan The Marketing Plan The IMC Plan + The marketing plan Developed for a brand or product line, usually annually. Parallels the business strategic plan and contains many of the same components. A market situation analysis assesses the environment affecting marketing. 7-9 + The marketing plan Here, the “SWOTs” are also defined: Strengths Weaknesses Opportunities Threats 7-10 + The marketing plan For marketing communication managers, the marketing mix strategy is key. It includes decisions about: Target market Brand position Product design and performance Pricing Distribution Marketing communication 7-11 + WHAT IS STRATEGIC PLANNING? The Business Plan The Marketing Plan The IMC Plan + The advertising or IMC plan Principle: An advertising plan seeks to match the right audience to the right message and present the message in the right medium to reach that audience As with business and marketing plans, advertising and marketing communication plans also includes objectives, strategies, and tactics. The focus is on the communication program supporting a brand. Audience insight Message Medium …are at the heart of an advertising plan. 7-13 + COMPONENTS OF A CAMPAIGN PLAN Situation Analysis Objectives Targeting CAMPAIGN PLAN COMPONENTS Positioning Communication Campaign Strategies + What’s in a campaign plan? A campaign plan is more tightly focused on solving a particular problem in a specified time. It includes a variety of marketing communication messages carried in different media and sometimes targeted to different audiences. 7-15 + COMPONENTS OF A CAMPAIGN PLAN Situation Analysis SWOT Key Problems Analysis Objectives Targeting Positioning Communication Campaign Strategies + Situation analysis Backgrounding Research and review the state of the business that is relevant to the brand and gather all pertinent information. In the situation analysis, the goal is to identify a problem that can be solved with communication. 7-17 + Situation analysis SWOT analysis Finding ways to leverage the strengths and opportunities, address the weaknesses and threats. Strengths: positive traits, conditions and good situations Weaknesses: traits, conditions, situations perceived as negative Opportunities: areas in which the company could develop an advantage over its competition Threats: a trend or development in the environment that will erode business unless the company takes action 7-18 + Situation analysis This two-week Kellogg’s Special K challenge promises customers they will lose up to six pounds in two weeks by replacing two meals a day with Special K and eating a sensible third meal. Reaching consumers at the moment they are in need and delivering a simple diet was highly effective 7-19 + Situation analysis Key Problem(s) Analyze the market situation for communication problems that hinder successful marketing. Find opportunities advertising can create or exploit. Advertising can’t solve price, availability, or quality problems, but it can address the perception of these marketing mix factors. 7-20 + COMPONENTS OF A CAMPAIGN PLAN Situation Analysis Objectives Main Effects Measurable Objectives Targeting Positioning Communication Campaign Strategies + Objectives  Formal goal statements outlining what the message is supposed to achieve and how it will be measured.  Main effects and objectives: Recall the six categories in the facets model of advertising effects: Perception Emotion Cognition Persuasion Association Behavior  These can be used to identify common consumer-focused objectives. 7-22 + Objectives Some objectives are tightly focused on a single effect; others require a complex set of effects. For example, a campaign to create brand loyalty must: generate cognitive (rational) effects. generate affective (emotional) effects. move people to repeat buying (behavioral). 7-23 + Objectives Measureable objectives Every campaign is guided by specific, clear and measurable objectives. Objectives must be measurable so advertisers know whether the campaign or advertising is effective. Benchmarking: a similar product or prior brand campaign is used to predict a logical goal. 7-24 + Objectives Measureable objectives Five requirements: 1. A specific effect that can be measured 2. A time frame 3. A baseline (where we are or where we begin) 4. The goal (a realistic estimate of change to be created) 5. Percentage change (subtract the baseline from the goal; divide the difference by the baseline) 7-25 + COMPONENTS OF A CAMPAIGN PLAN Situation Analysis Objectives Targeting Positioning Communication Campaign Strategies + Targeting Marketing communication strategy is based on accurately targeting an audience that will respond to a particular message. Targeting is identifying and profiling an audience. Targeting is also getting inside the heads and hearts of the audience to find out what kinds of messages will motivate them. 7-27 + COMPONENTS OF A CAMPAIGN PLAN Situation Analysis Objectives Targeting Features & Competitive Brand Positioning Repositioning Positioning Attributes Advantage Communication Campaign Strategies + Positioning A brand’s position is how consumers define the product or brand in comparison to its competitors. A position must be based on a particular feature or attribute that is important to the consumer. 7-29 + Positioning Product features and attributes  Product differentiation is a strategy that focuses attention to product differences that distinguish the company’s product from others in the eyes of consumers.  Competitive advantage is found: 1. where the product has a strong feature 2. in an area that is important to the target 3. where the competition is weaker 7-30 + Positioning Locating the brand position A number of factors can be used, including: Superiority position Benefit position Preemptive position Usage position Value position Competitor’s strategy Psychological position Category factors 7-31 + Repositioning Repositioning can only work if the new position is related to the brand’s core concept. Although advertising shapes the position, the position is anchored in the target audience’s minds by their personal experiences. The role of the brand communication strategy is to relate the product’s new position to the target market’s life experience and associations. 7-32 + COMPONENTS OF A CAMPAIGN PLAN Situation Analysis Objectives Targeting Positioning Communication Campaign Strategies + Brand communication strategy Brand identity Must be distinctive and familiar in terms of name, logo, colors, typeface, design, and slogan. Brand personality and liking It should have human characteristics like loving, trustworthy, sophisticated. Brand position and understanding The soul or essence of the brand; it stands for something that matters to consumers. 7-34 + Brand communication strategy Brand image The mental impression customers construct for a product based on symbols and associations that customer link to a brand. Brand promise and brand preference Believing the promise that a brand will meet your expectations leads to brand preference. Brand loyalty A connection built over time that leads to repeat purchases. 7-35 + COMPONENTS OF A CAMPAIGN PLAN Situation Analysis Objectives Targeting Positioning Communication Campaign Strategies Budgeting Evaluation + Campaign strategies and management Determining how to achieve objectives requires a general strategy statement. Strategies may focus on: branding positioning countering the competition creating category dominance 7-37 + Campaign strategies and management Budgeting Five common methods: 1. Historical Method:Last year’s budget plus inflation; not based on goals. 2. Objective-Task Method: What do we want to do and what will it cost? Based on goals. 3. Percentage-of-Sales Method: Compares total sales with total advertising to get ratio. 4. Competitive Budgets: Use competitors’ budgets as benchmarks and relates to the product’s share of market. 5. All you can afford: Whatever is left over; not a strategic approach. 7-38  + Campaign strategies and management Evaluation: determining effectiveness Evaluation is the process of determining the effectiveness of a campaign. It’s impossible without established, measurable objectives. In effect, evaluation is a research proposal. 7-39 + ACCOUNT PLANNING + Account planning The research and analysis process used to gain knowledge of the consumer, and uncover key consumer insights about how people relate to a brand or product. An account planner is the agency person who uses a disciplined system to research a brand and its consumer relationships to devise message strategies to effectively address consumer needs and wants. 7-41 + Account planning The account planner’s mission is to discover: Who? Who are you trying to reach and what insight do you have about how they think, feel, and act? How should they respond to your advertising message? What? What do you say to them? What directions from consumer research are useful to the creative team? Where? How and where will you reach them? What directions from research are useful to the media team? 7-42 + Account Planning The account manager is seen as the voice of the client. The account planner is seen as the voice of the consumer. 7-43 + The Research Foundation + The Research Foundation Understanding begins with consumer research, which is at the core of account planning. Account planners are: information integrators who bring it all together. synthesizers who express what it all means in one simple statement. 7-45 + Consumer Insights + Consumer Insight: The Fuel Of Big Ideas Account planners look at advertising as an “insight factory” instead of an “idea factory.” Consumer insights are the fuel that fires the ideas. Account planners interpret consumer research to find relevant consumer insights that explain why consumers will care about a brand message. 7-47 + Consumer Insight: The Fuel Of Big Ideas Insight mining Finding the “a-ha” in a stack of research reports, data, and transcripts is the greatest challenge for an account planner. Account planners are looking for clues about the brand’s meaning, usually phrased in terms of: Brand essence Brand personality Brand image 7-48 + The Communication Brief + The communication brief The outcome of research, the communication brief or creative brief is a document that explains the consumer insight and summarizes the basic strategy decisions. The first step in the creative process, it is designed to spark creativity and serve as a springboard for ideas. 7-50 + The communication brief Problem: What’s the problem that communication can solve? (establish position, increase loyalty, increase liking, etc.) Target audience: To whom do we want to speak? (brand loyal, heavy users, infrequent users, competition’s users, etc.) Consumer insights: What motivates the target? What are the “major truths” about the target’s relationship to the product? Brand imperatives: What are the important features and competitive advantage? What’s the brand position, essence, personality and/or image? 7-51 + The communication brief Communication objectives: What do we want customers to do in response to our messages? (perception, knowledge, feelings, symbolic meanings, attitudes and conviction, action) The proposition or selling idea: What is the single thought that the communication will bring to life in a provocative way? Support: What is the reason to believe the proposition? Creative direction: How can you best stimulate the desired response? How can we best say it? Media imperatives: Where and when should we say it? 7-52 + PLANNING FOR IMC CAMPAIGNS + IMC Campaign Planning Integrated Marketing Communications (IMC) planning is similar to advertising planning but is broader in scope and involves more marketing communication areas. The objective is to most effectively use all marketing communications tools and functions and to control the impact of other communication elements. Effective IMC leads to profitable long-term brand relationships. 7-54 + IMC Campaign Planning Objectives Stakeholders Contact Points + IMC Campaign Planning Objectives Stakeholders Contact Points + IMC Campaign Planning Objectives IMC objectives are tied to the effects created by the various forms of marketing communication. The main areas of IMC: Public Relations Direct marketing Consumer sales promotion Sponsorship and events Trade sales promotion Packaging Point of purchase Specialties 7-57 + IMC Campaign Planning Objectives Stakeholders Contact Points + IMC Campaign Planning Stakeholders Any group who has a stake in the success of a company or brand (employees, shareholders). The sixth principle of IMC: Stakeholders overlap. 7-59 + IMC Campaign Planning Objectives Stakeholders Contact Points + IMC Campaign Planning Contactpoints IMC maximizes all contacts stakeholders have with the brand; where a message is delivered. The seventh principle of IMC: All contact points deliver brand messages. + Synergy and Strategic Consistency + Synergy and strategic consistency IMC planning involves many messages delivered through multiple media at different contact points. Synergy: the brand impact of all messages together is greater than what any one message could deliver. The eighth principle of IMC: Consistency drives synergy. Synergy requires cross-functional planning. Everyone involved in creating and delivering messages should be involved in planning to ensure consistency. 7-63 + That’s all Thank you + MEDIA BASICS + WHAT DO WE MEAN BY MEDIA? Media Classifications What Do Media Do? The Evolution of Media Roles The Media Industry Key Media Players + WHAT DO WE MEAN BY MEDIA? Media refers to the way messages are delivered to target audiences and increasingly, back to companies and among audience members. Media is the go-between step in the communication model; the way messages are sent and returned by the source and receiver. Here, the source and receiver are the company or brand, and its customers. 11-3 + What do media do?  All marketing communication areas use a variety of media to deliver messages to customers.  In traditional mass media, it is a one-way process from source to receiver.  Today’s media are also interactive, because they offer opportunities for dialogue and two-way conversation.  Media also offer engagement opportunities and connect a brand with its audience. 11-4 + Media Classifications Television network (terrestrial), cable, satellite Radio network, sattelite, local, ethnic Newspapers national, local, ethnic Magazines consumer, B2B, Sunday, local, international Internet www, online banner Outdoor billboard, banner, poster Branded Entertainment Branded entertainment is becoming more popular as a way to reach consumers. It allows brands to represent their products and their brand identity in a format that viewers seek out and naturally share. + IMC and Media + IMC and media Mediaserve as contact points because they connect a brand with the audience. Delivery is the first step in connecting. Delivery opens the door to touching a customer in a meaningful way with a brand message. IMC plans are multiplatform, multichannel, and multitargeted. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 11-7 + The media industry The recession, combined with the explosion of The Evolution of Media Roles online media, seriously hurt traditional media. Television continues to dominate media Print Era budgets, partially because television costs are higher than other Broadcast Digital media. Era Era New forms of unmeasured media are an exciting growth area, but hard to track. + The evolution of media roles We can summarize the evolution of media as follows:  The Print Era Ink and print images reproduced as newspapers, magazines, and posters.  The Broadcast Era Visual and audio information in the form of radio and television programs.  The Digital Era Electronic information transmitted through the Internet, cable and satellite. 11-9 + The evolution of media roles Every technological advance has threatened the older media, and every new medium is launched in the footprints of its predecessor media. A more serious shift is occurring in the 21st century, as computers and the Internet personalize media. Word of mouth also delivers personalization. It is a powerful new marketing communication force. 11- 10 + The evolution of media roles Wire dancers on an oversized billboard brought the Microsoft logo to life for the launch of the Vista operating system—an example of a highly engaging use of outdoor advertising. 11- 11 + The Media Industry The modern media landscape features: Up to 200 TV channels in some markets Numerous special-interest publications Millions of websites New media forms unimaginable 20 years ago Refer Figure 11.1 (Pie-chart, page 359): media landscape + Key Media Players Media Media Sellers Buyers + Key Media Players Media Salespeople Media Reps Media Media Sellers Buyers + Key media players On the selling side: Media salespeople work for a magazine or TV station; provide sales kits with information about audience and medium. Media reps or brokers are people/companies who sell space and time for a variety of media, allowing the media buyer to make an entire buy with one order. 11- 15 + Key Media Players Media Researchers Media Planners Media Buyers Media Buying Companies Media Media Sellers Buyers  + Key media players Media researchers compile audience measurement data, media costs, and availability for various media. Media planners develop the strategic decisions outlined in the media plan, such as where and when to advertise and which type of media to use. Media buyers implement the media plan by contracting for specific amounts of time or space, based on the plan developed by the media planner. Media buying companies specialize in media research, planning, and buying. They may be a spinoff from an advertising agency, and work for a variety of clients. 11-17 + THE FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Strategic Media Concepts The Basis for the Buy + THE FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Strategic Media Concepts The Basis for the Buy + The media plan The challenge is to manage all available media opportunities, yet maximize budgets. All of this decision-making comes together in a media plan. The goal is to maximize message impact while minimizing cost. 11- 20 + THE FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Media Mix Strategic Media Concepts Targets and Audiences The Basis for the Buy + Key strategic media concepts Media Mix The way various types of media are strategically combined to create a certain kind of impact. Multiplatform Describes multichannel and multimarketing opportunities, including: Social media Branded entertainment Video games Product placement Guerilla marketing 11- 22 + Key strategic media concepts Targets and Audiences Thegoal of the media plan is to match the advertiser’s target audience with the audience of a particular medium. 11- 23 + Key strategic media concepts Media audiences Traditionalists grew up with newspapers magazines, and radio. Boomers, now in their 50s and 60s, also grew up with television. Gen Xers, now in their 30s and 40s, also grew up with tape recorders, video games, VCRs and cable TV. 11- 24 + Key strategic media concepts Media audiences… Gen Yers, now twenty-somethings, also grew up with the computer, satellite TV, the Internet, CDs, and cell phones. Millennials, the most recent generation, have grown up with DVDs, satellite radio, iPods, smart phones, Ipad, MySpace, Facebook, and Twitter. Themedia planner’s challenge is to match the target audience with the medium’s audience. 11- 25 + THE FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Strategic Media Concepts Reach and Frequency The Basis for the Buy Intrusiveness + The basis for the buy  Exposure Where all media effects all begin.  Impressions One person’s opportunity to be exposed one time to an ad in a specific vehicle.  Circulation Refers to number of copies sold.  Gross Impressions The estimation of total impressions across a publication’s total circulation.  Ratings A measure that converts gross impressions to percentage of households.  Share Refers to the percent of viewers based on the number of sets turned on. 11- 27 + The basis for the buy Reach and frequency Reach is the percentage of the media audience exposed at least once to the advertiser’s message during a specific time frame. Frequency is the number of times a person is exposed to an advertisement You have to hear/see an ad three times for it to make an impact. The goal of a media plan is to reach as many people in the target audience as often as the budget allows. 11- 28 + The basis for the buy Intrusiveness The ability of a medium to grab attention by being disruptive or unexpected. The more intrusive a medium, the more it can be personalized, but also more costly to use. If a message is too disruptive or irritating, it may not help build a positive brand relationship. 11- 29 + THE CHANGING MEDIA ENVIRONMENT IMC and Media Channels to Contact Points New Consumer Media Use Patterns New and Alternative Forms of Contact + THE CHANGING MEDIA ENVIRONMENT IMC and Media  11- + 32 THE CHANGING MEDIA ENVIRONMENT IMC and the media IMC works to create, sustain, and strengthen brand relationships over time. Relationship marketing shifts the focus from a one-time purchase to long-term involvement from all critical stakeholders. All stakeholders are seen as communicators who can send either positive or negative messages about the brand. + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA 11- 34 ENVIRONMENT Channels to contact points Contact points are the various ways a consumer comes in contact with a brand.  These can be: ◦ Newspapers and magazines ◦ Outdoor boards and posters ◦ Radio and television  But also: ◦ The Internet ◦ Packages and labels ◦ Company trucks and cars  11- + 35 THE CHANGING MEDIA ENVIRONMENT Channels to contact points Recall the seventh principle of IMC: “All contact points deliver brand messages.” In other words: “Everything that delivers a message to a stakeholder about a brand is a contact point.”  11- + 36 THE CHANGING MEDIA ENVIRONMENT Channels to contact points A touch point is a brand experience that delivers a message that touches emotions leading to positive and negative judgments. A critical touchpoint (CTP) is one that connects the brand and customer on an emotional level and leads to a yes or no decision about a brand relationship. Experiential marketing utilizes events, store design, and other means to engage customers in a personal and involving way. + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA ENVIRONMENT Channels to contact points Packaging: is both a container and a communication vehicle. isthe last ad a customer sees before making a decision on which brand to buy. is a constant brand reminder in the home or office. presents brand image and communicates critical benefits such as recipes. 11- 38 + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA Channels to contact points ENVIRONMENT Word of mouth Buzz is important because it means people are talking about a brand. The goal of buzz-builder strategies is to the right people saying the right things about the brand. 11- 40 + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA Channels to contact points ENVIRONMENT Viral communication Viral marketing strategies create a groundswell of demand for a brand. Consumers create buzz through: E-mails Blogs The “Subservient Chicken” interactive video website for Facebook Burger King. YouTube Twitter 11-42 + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA Channels to contact points ENVIRONMENT Customer service representsa company’s attitude and behavior during interactions with customers. sendssome of the most impactful brand messages that customers receive. 11- 44 + THE CHANGING MEDIA ENVIRONMENT New consumer media use patterns +THE CHANGING MEDIA ENVIRONMENT New consumer media use patterns Consumers’ use of media is changing as fast as the technology. Significanttrends: Media consumers are active, in control, and entertained. Lives are media focused. Personal life has become public. Global has become local. 11- 46 +THE CHANGING MEDIA ENVIRONMENT New consumer media use patterns  Rather than controlling media choices, consumers are designing their own media landscapes.  This is known as consumer-generated content.  Two major changes in media use patterns: 1. Media-driven lives 2. Media multitasking 11- 47 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media + THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact This is the most creative time in the history of commercial media. Oldermedia are converging with new media and new forms are being created faster than we can learn how to use them. The search for new ways to reach target audiences is key for advertisers trying to reach the elusive youth market. 11- 49 +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Guerilla marketing Uses the power of involvement to create memorable brand experiences. Creates unexpected personal encounters with a brand. 11- 50 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Product placement A company pays for verbal or visual brand exposure in a movie or TV program. It is less intrusive than conventional advertising. The product is the star. Celebrities demonstrate product in natural setting. Unexpected; occurs when viewer resistance is down. 11- 52 +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Product placement However, it may go unnoticed. It may not match the movie or audience. The movie may not be successful. Movie examples: Up in the Air: American Airlines and Hilton Hotels The World is not Enough: BMW Z28 TV examples: American Idol: Coca-Cola and Ford Survivor: Target Stores 11-53 +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact These painted stairs at the Denver Pavilions, an entertainment complex in downtown Denver, advertise membership in the nearby Colorado Athletic Club. 11- 54 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Video games A major new medium for advertisers to target 12-to-34- year-old males, and other groups. Opportunitiesexist both in creating games and placing products within games. 11- 56 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Branded entertainment (or advertainment) Companies produce films for the Internet where the brand is integrated into the storyline. Webisodes have created a new form of Web advertising. Foran example, review the “Inside Story: Axe Cleans Up.” 11-58 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Mobile marketing The phone is a classic example of how the media are shifting. Smart phones have computing and photographic capabilities, and can access the Internet. Text messaging and instant messaging are now being used as advertising vehicles. Mobile marketing is the strategy of reaching people via their cell phones. 11- 60 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Branded apps Software that runs on your computer, cell phone or social networking site. Marketerslike them; they are generally free but prominently linked to a brand. 11-62 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Other new media Streamingvideos are joining homemade creations on YouTube and on smart phones. Withviral video, interesting videos form a variety of sources can be sent from one friend to another. Possibilities are limitless. New media can also include a range of “low-tech” ideas. 11-64 +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Cell phones are important to young people, especially young women, who use their phones as fashion and personal style statements. 11- 65 + Traditional Media + CHARACTERISTICS OF PRINT MEDIA Newspapers Magazines Directories Others + What Are The Key Print Media Characteristics? Print media vehicles include: Newspapers Magazines Brochures Posters Outdoor Print provides more information, richer imagery, and longer messages than broadcast media. 12- 68 + What Are The Key Print Media Characteristics? Printis often used to generate cognitive responses. Itis more flexible, less fleeting, and more engaging when targeted to special interest audiences. Printcan engage the senses of sight, touch, and smell. 12- 69 + CHARACTERISTICS OF PRINT MEDIA The Newspaper Industry Newspaper Ad Sales Types of Newspaper Advertising Newspapers Magazines Newspaper Readership Measurement Directories Others + Newspaper basics Newspaper’s primary function is news, making it useful for ads announcing sales, events, other news. People read newspapers as much for the ads as they do for the news stories. Newspapers are a local, mass medium. Market selectivity allows newspapers to target specific consumer groups. 12- 71 + Newspaper basics This beautifully illustrated newspaper ad conveys the idea of worldwide coverage for telecom giant AT&T. 12- 72 + Newspaper basics The newspaper industry Readership is declining, particularly among young people. The recession has brought double-digit declines in advertising. Newspapers are third to television in advertising revenue. Online delivery is becoming an industry growth area. 12- 73 + CHARACTERISTICS OF PRINT MEDIA The Newspaper Industry Newspaper Ad Sales Types of Newspaper Advertising Newspapers Magazines Newspaper Readership Measurement Directories Others  12- + 75 Newspaper basics Newspaper ad sales Ads are sold based on size of the space and the newspaper’s circulation. Localadvertisers and volume buyers get discounts; national advertisers pay a higher rate. + Newspaper basics Newspaper ad sales Ads are sold by local sales staff or brokers on the one- order, one-bill system. The introduction of standard advertising unit (SAU) in the 1980s made national buying much easier. With coop advertising, a local retailer places an ad and the manufacturer pays for part of the ad. 12- 76 + CHARACTERISTICS OF PRINT MEDIA The Newspaper Industry Newspaper Ad Sales Types of Newspaper Advertising Newspapers Magazines Newspaper Readership Measurement Directories Others + Newspaper basics Types of newspaper advertising Display Can be any size, placed anywhere except editorial section. May be local (retail) or national (brand). Run-of-paper rate (can run anywhere) or preferred-position rate (advertiser selects sections where ad runs). Classified Advertising by individuals to sell their personal goods and advertising by local businesses. Supplements Magazine-style publications inserted into newspapers. A free-standing insert (FSI) is a preprinted ad inserted for a fee. 12- 78 + CHARACTERISTICS OF PRINT MEDIA The Newspaper Industry Newspaper Ad Sales Types of Newspaper Advertising Newspapers Magazines Newspaper Readership Measurement Directories Others + Newspaper basics Newspaper readership measurement Readership is declining, particularly among young people. Newspaper production costs are increasing. Internet delivery is becoming a growth area for the industry. Story are delivered through smart phones, tabs, emails and blogs. 12- 80 + CHARACTERISTICS OF PRINT MEDIA Newspapers Magazines Directories Others + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement  + Magazine basics  Before new media become popular, over 90% of all U.S. adults read one magazine per month, spending 44 minutes per issue.  Quality of reproduction is their greatest strength. This campaign makes the case that magazines can be an effective ad mediuEducation even in the age of the Internet. 12- 83 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Health of the magazine industry It has weathered the recession and changing media environment relatively well. New magazines continue to emerge, especially those that target business markets and other growing segments. Zines, online versions of traditional magazines, represent the greatest growth area. 12- 85 + Magazine basics Health of the magazine industry  Zines also create interesting dilemmas.  Online magazine has been on the cutting edge of the digital community.  However, its website is the most popular version. 12- 86 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Types of magazines Consumer magazines Aimed at consumers who buy products for personal use. Business magazines These target business readers. Examples: Trade papers Industrial magazines Professional magazines Farm magazines Corporate publications 12- 88 + Magazine basics Types of magazines In assembling their media mix, planners consider:  Geography: national, regional editions  Demographics:age, income, occupation, etc.  Editorial Content: general, women’s, shelter, business, and special interest.  Physical Characteristics: 8 ½” x 11,” 6” x 9” most common.  Ownership: publishing companies vs. organizations  Distribution and Circulation: subscriptions vs. single-copy sales. 12- 89 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Controlled versus uncontrolled circulation Controlled circulation Traditional delivery through newsstand purchases or home delivery v