Advertising Principles And Practice

Topics: Advertising, Marketing, Brand Pages: 114 (2136 words) Published: January 27, 2015
Advertising Principles and
Practice
Wells, Burnett & Moriarty

Effective Advertising






With down economy, tragedy of 9/11 and new
technology there is a need for a rethink to
make advertising effective
Clients expect proof, and proof must lead to or
actually produce sales
The Volkswagen campaign ads throughout the
1960s with Bill Bernbach’s creative genius
were a runaway success “Think small”,
“Lemon”, “The floating car”, “The egg car”,
“Ugly is only skin deep” being some of them

Advertising cannot save bad
products






Clio award is given to the ads that are creative and
effective, and this award is equivalent to the Oscar
However the Effie is one important award which is given for
effectiveness (visit EFFIE Worldwide at www.effie.org )
The New York American Marketing Association introduced
these awards in 1968 and it honors the ‘real world’ work of agency/client partnerships that create, manage, and build
brands
In August 1996 Nissan launched one of the most
memorable ads – lively, music-filled commercials featured
dogs, dolls, a grinning Japanese man, and the tag line
“Enjoy the Ride” yet the campaign failed as no car was
shown and Nissan lost share and posted losses that year

Characteristics of Effective
Ads










The ads should satisfy consumers’ objectives and
also must achieve advertiser’s objectives
Strategy, creativity and execution are all very
important in achieving the above
The length to which VW owners will go in order to
save their cars is a strong creative concept
Effective ads are well executed with details,
photos, setting, printing and production values all
fine-tuned
Other ad awards are Cannes, the One Show,
DNAD, and the Kelly Awards

Why Advertising Matters
More Than Ever








When times are good the corporate commitment to long-range brand building is very high, but when profits drop the ad budgets become the target for budget slashers
While it is not definitive research suggests that the best way to gain share is to sustain your spending during the downturns in economy as your rivals cut back That is how Kellogg leapfrogged C.W.Post during the Depression and how Pizza Hut and Taco Bell grabbed share from McDonald’s during the early 1990s dip To meet earning forecasts a lot of companies like Delta Airlines and General Motors reacted quickly to slowing growth in the beginning of 2001 by cutting budgets. Yet technology marketers need to stay on course and thus third-ranked IBM with a $650 million media budget “is absolutely going to stay the course” Their VP , Integrated Marketing Communication, says “Successful companies try to use the downturn to solidify their position and take some share. We see it as an opportunity.” This thinking was the reason they lost only 1% brand value last year

Effectiveness Factors







Advertisers try to get consumers to
perceive (at least notice) their ads first
Then they hope that consumers will learn
something or be persuaded by something in
the ads
Finally the advertisers try to get consumers
to behave in a certain way – ideally to buy
the product in the ad
Think (cognitive) ---Feel (emotion) ---- Do
(action) is the result of Learning,
Persuasion, and Behavior

Message Effectiveness Factors
Key message effects

Surrogate measures

Communication Tools

Perception

Exposure, Attention,
Interest, Memory,
Recognition/Recall

Ad Media, PR, Sales
Promotion, Personal
Selling, Direct
Marketing

Learning

Understanding, Image
and Association Brand
Links

PR, Personal Selling,
Sales Promotion

Persuasion

Attitudes, Belief,
Preference/Intention,
Emotions, commitment

PR, Advertising,
Personal Selling Events,
Direct Marketing

Behavior

Trial, Purchase, Repeat
purchase, Use More

Sales Promotion, Direct
Marketing, Personal
Selling

Chick-fil-A and Social
Responsibility
...
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