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BMAR322 SU4 (Ch5)

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by

Re-an Muller

on 23 October 2018

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Transcript of BMAR322 SU4 (Ch5)

Budget Allocation
Considerations
Dr. R. Müller
Advertising
Management

SU 4 (Ch5)
The role of advertising in the IMC effort
Select an in-house or external advertising agency
Advertising Campaign Parameters
Complete a Creative Brief
Demonstrate how a creative brief facilitate effective advertising
Identify the essential ingredients in advertising campaign management, including the role of advertising
What is advertising?
Identify the essential ingredients in advertising campaign management, including the role of advertising
Kotler: “any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor
Motivate when a company should employ an external advertising agency rather than completing the work in-house
In-House

vs.

External Advertising Agencies
Crowdsourcing
Boutique
Full-service
Public relations agencies

Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Online and digital agencies
Social media agencies
Steps in Selecting an Advertising Agency

Set goals

Request creative pitch
Reduce list to two or three viable agencies
Screen initial list of applicants
Select process and criteria
Figure 5.7
(Criteria)
Account Executives

Creatives

Traffic Managers

Account Planners

Outline the roles within advertising agencies and client companies
Positioning
Select media
Advertising Goals
Discuss the primary goals of advertising
Building Brand Awareness
Encouraging Action
Supporting Marketing Efforts
Persuasion
Providing Information
Media-usage habits of target market
Audience characteristics of media
Business-to-business media

Where to advertise? TV? Radio? Internet?
YouTube? Twitter? E-mails?
The basic components of a standard creative brief:
The Objective
The Constraints
The Support
The Message Theme
The Target Audience
Good planning and hard work lead to prosperity, but hasty shortcuts lead to poverty.
Proverbs 21:5
Size of the agency
Relevant experience of the agency
Conflicts of interest
Creative reputation and capabilities
Production capabilities
Media purchasing capabilities
Other services available
Client retention rates
Personal chemistry

Multi - Choice
Hierarchy of Effects Model
1. Awareness
6. Purchase
5. Conviction
4. Preference
3. Liking
2. Knowledge
Cognitive
Affective
Conative
Message Strategies (SU5)
Means-End Theory
Means-end chain
Message (means) lead to end state (personal values)
Means-End Conceptualization of Components of Advertising Strategy (MECCAS)

Product
attributes
Benefits
Personal
values
(Fig 5.2)
Means-End Chain for milk
Product
attributes
Benefits
Personal
values
(Fig 5.2)
Verbal and Visual Elements
Balance between
visual
and
verbal

Easier to recall
Stored both as pictures and words
Concrete vs. abstract
Radio
visual imagery
Visual
processing
Visual esperanto
Factors Impacting Relationship Between Promotions and Sales
The goal of the promotion (Brand awareness vs Increase sales)

Threshold effects
Diminishing returns
Carryover effects
Wear-out effects
Decay effects
Random events
Multi-choice
Services Provided :
Advice about how to develop target markets
Specialized services for business markets
Company image and theme guidance
Selecting logos and taglines
Advertising planning
Planning and purchasing of media

Taglines
Key phrase
Memorable
Conveys uniqueness
Consistency across platforms
Shorter than in past
Revised or new taglines

Consistency
Transfer to long-term memory

Variability theory
Repetition enhances recall
Visual consistency key
Different environments
Can vary content
Multiple media
Variability theory states that seeing an advertisement in different environments enhances recall and recognition.
Maintaining consistent product positioning throughout a brand’s life makes it easier for individuals to embed the brand within their cognitive map.


Consistent positioning avoids ambiguity and provides a clear, consistent message that is always the same.
Campaign duration
Goal is to embed in long-term memory
Too short impedes retention
Too long can make it stale
Typical length is 6 months / Length varies
Updated Work schedule
5 minutes
Come up with THREE different slogans for your softdrink brand

Write all three at the back of your landscape advertisement
ADVANTAGES OF EACH?
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