Professional Documents
Culture Documents
Chapter 11
Advertising Media
Ad budgets are usually fixed, so choices must be made on how to allocate resources across media
1. How much do we spend? 2. When do we spend? 3. Which media do we use?
Ad budget approximately on par with competitors Service providers track companies ad expenditures
9.3 million viewers are exposed; thus, McDonalds needs 9.5% to purchase
880,000 / 9.3 million = 9.5%
Media Planning
Continuous: regularity in ad exposure
Periodicity depends purchase cycles
Coca-Cola, McDonalds, Ford, etc.
Seasonal: infrequent and focused on the preterm season for the product
School supplies in August, grills in April, etc.
Media Selection
The choice of media outlet is difficult because
There are more media outlets
e.g., more television stations, more radio stations via XM, the Internet, etc.
Audiences are fragmented across the many media and use technology to zip past ads
IMC
IMC: marketing messages must be seamlessly integrated across media
Positive relationship between IMC and good brand outcomes
High awareness, brand loyalty, sales, etc.
Some elements should be consistent, some should vary based on the strengths of the various media
Beyond Advertising
IMC goes beyond integrating across traditional media. It includes personal selling, sales promotions, public relations, etc.
Personal Selling
Personal selling and a companys sales force are essential communication vehicles for many industries Accounts for 14 million jobs
Over 10% of work force
Public Relations
PR communications are the attempt of an organization to reach
Customers, suppliers, stockholders, government officials, employees, general community
PRs intention is to convey a positive image and to educate a constituency about the companys objectives
Generate goodwill on behalf of the company
Publicity
Communication tool that the company doesn't pay for It has the appearance of objectivity
PR can prepare press releases, but there is no guarantee that they will be picked up
Product Placement
Product placement is when products are integrated into shows
More subtle than ads
e.g., Hannah Montana with Adidas
Event Sponsorship
Event sponsorship can occur in sports, cultural or artistic endeavors
Brands draw from their positive valence and high positive energy
Nascar racing
Media Effectiveness
If goal is awareness, reach matters
Can be measured by viewership, readership, circulation numbers, traffic indices, etc.
If goal is attitude adjustment, use surveys It can be difficult to assess ROMI because customers cant always tell you where they saw the ad
Media Effectiveness
If you spend more on advertising, do you see more in sales?
Increasing ad budget relative to the competition doesnt increase sales in general Qualitative differences, such as better ad copy, can increase the likelihood that TV advertising will positively affect sales Ads that evoke positive and not negative feelings have been related to sales
Media Effectiveness
Online advertising
Track click-thru rates, downloads, inquiries, purchases, returns, etc. & compare with cost per click, per download, per acquisition, etc.
Online ad cost effectiveness is not great, but cost is low