Advertising

Advertising Definition of advertising

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. (Kotler). Advertising is mass, paid for communication which is used to transmit information, develop attitudes and induce some form of response from the audience

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Dr. Harald Fien

Advertising Characteristics of advertising

Non personal form of communication aimed at a target audience. Used by commercial and by not for profit organisations. Advertising is paid for. Most advertising is concerned ultimately with selling. It is a major element in the promotional mix.

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Dr. Harald Fien

Advertising Objectives
An advertising objective is a specific communication task to be achieved with a specific target audience during a specified period of time. Like all objectives they should be SMART. In essence the main advertising objectives are: To inform- to provide information about a product To persuade- to persuade people to buy To remind- to remind people about a mature product

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Dr. Harald Fien

Advertising Possible objectives

To raise awareness of the product To communicate the benefit of the product To generate leads for the sales force To encourage prospects to buy directly through a direct response campaign To persuade prospects to switch brands To support a special marketing event To ensure that customers know where to obtain the product To build confidence in the organisation

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Dr. Harald Fien

Advertising AIDA
Advertising should seek to: A - increase awareness I - create interest D - develop a desire

A - encourage consumers to buy.

Advertising seeks to move potential buyers through these stages

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Dr. Harald Fien

Advertising Developing an advertising campaign

Set the advertising objectives. Define target market. Determine the advertising budget. Determine the key advertising message. Decide which media to use. Plan campaign timing. Evaluate the results of the campaign.

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Dr. Harald Fien

Advertising 5 Ms of advertising
Mission - objectives. Money - to pay for the campaign. Message - to be delivered. Media - choice of advertising media. Measure - measuring the impact.

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Dr. Harald Fien

Advertising Determining the budget

The advertising budget will be set in terms of one of: What can be afforded A given % of sales Comparison with rivals Objective and task- whatever is needed to achieve objectives

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Dr. Harald Fien

Advertising Media

Advertising Main advertising media

Print media - newspaper and magazines Television Radio Cinema Outdoors (billboards) Internet

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Dr. Harald Fien

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Factors in the choice of media

Marketing mix Relative Cost Target audience Impact of the media Reach and selectivity of the media Competition Legal constraints Permanence of the media The nature of the product Size and spread of the market Advertising budget The message to be conveyed

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Dr. Harald Fien

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Advertising AIMRITE - choice of media

Audience - does it reach the target audience? Impact - does it have the impact to ensure the message has a chance of getting through? Message - does it ensure the message is clearly communicated? Response - does it make responding easy? Internal management - does it enhance the efficient management of the campaign? The End response - costs and projected likely revenue

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Dr. Harald Fien

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Advertising Television
Advantages Large audience Low cost per exposure High impact- colour, sound and movement Can target specific groups Disadvantages Very high overall cost Limited prime time space Short-lived May not be watched- visual wallpaper Proliferation of channels reduces audience Conveys only a limited message

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Dr. Harald Fien

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Advertising Radio
Advantages Relatively inexpensive Can target specific segment Relatively mobile Local Disadvantages Limited impact No vision Short life Listeners attention limited Audio wallpaper Mainly local rather than national

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Dr. Harald Fien

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Advertising Newspapers Advantages Widely read Can target specific segments Frequent publication Short lead time Inexpensive compared to television Local, regional and national papers available Colour printing adds to impact Disadvantages Short life Low impact May get lost in the rest of the paper Not every group reads a paper High costs especially for national newspaper

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Dr. Harald Fien

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Advertising Magazines
Advantages Useful for targeting specific groups Good reproduction- high quality gloss images Long life-read at leisure Can be linked to features All consumer interests catered for Disadvantages Can be expensive Long lead time Some magazines are only published monthly Moderate impact Slow impact due to long life Magazines with limited readership are not suitable for mass marketing

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Dr. Harald Fien

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Advertising Cinema
Advantages High impact Captive audience Can be specifically targeted Local audience Visual, sound, movement Disadvantages Limited audience Mainly young audience Short lived message May only be seen once

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Dr. Harald Fien

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Advertising Outdoor (Billboards) Advantages Repeatedly seen 24/7 coverage Target particular area May encourage impulse buying if close to shops Local media Disadvantages Message must be short and simple Cannot target socio economic groups Rarely attract full attention Short lived May be seen as traffic hazard Difficult to measure effectiveness

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Dr. Harald Fien

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Advertising Advertising on transport Advantages Low cost Target certain areas Captive audience Reaches wide diverse audience Disadvantages Harder to target by socioeconomic class Quick results unlikely Difficult to measure effectiveness Rarely gains readers full attention Space for only a short message

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Advertising Internet advertising

Advantages Cheap Easy to set up Easily updated Number of hits can be monitored-useful measure of effectiveness Disadvantages Problems of connecting Limited audience Technical problems Banner adverts not very effective Search engine listing can be costly (e.g. click fraud)

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Dr. Harald Fien

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Advertising Measures of advertising effectiveness

Advertising awareness - the ability of a consumer to remember a particular advertisement. Advertising coverage - the % of the target market who have at least one opportunity to see an advertisement during a campaign Advertising share of voice - the proportion of overall advertising in a market accounted for by a brand or company Advertising to sales ratio - expenditure on advertising as a proportion of sales

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Dr. Harald Fien

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Advertising A word of caution

Even good advertising cannot overcome problems caused by
Poor product Inefficient service Uncompetitive pricing

Half of all advertising is wasted-the problem is we dont know which half. (Lord Leverhulme (founder of Unilever)

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Dr. Harald Fien

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Advertising Lessons Learned

Give the definition of advertising. What are the objectives for advertising? What is meant by AIDA? Explain the development of an advertising campaign. What are the 5 Ms of advertising? Name some typical advertising media. What are factors in the choice of media?

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