Applying Key Marketing Methodologies: Advertising

Topics: Advertising, Promotion and marketing communications, Communication design Pages: 6 (760 words) Published: June 6, 2013
Applying Key Marketing Methodologies: Advertising

COMPETENCIES FOR APPLYING KEY MARKETING METHODOLOGIES: ADVERTISING 1. Summarize advertising guidelines, and describe a sixstep advertising process that can help you develop a successful advertising campaign.

2. Describe criteria for selecting an ad agency. 3. Describe the trade-out and barter concepts. 4. Summarize advertising types and themes, and describe examples of hospitality industry advertising campaigns. 5. Discuss the concept of market coverage and media selection. © 2011, Educational Institute 1

ADVERTISING: STRENGTHS AND WEAKNESSES
Strengths:  Creates/maintains brand awareness  Helps to position a brand  Helps to demonstrate product attributes  Helps provide cost efficiencies for mass-marketed products  Is useful in controlling message content and timing © 2011, Educational Institute

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ADVERTISING: STRENGTHS AND WEAKNESSES
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Weaknesses:  Has low credibility  Potentially wastes high percentage of reach  Messages may be cluttered  Perceived as intrusive © 2011, Educational Institute 3

IDEAL USES FOR ADVERTISING
Advertising is ideally used for the following:
  

Establishing/maintaining brand awareness Creating images Creating lifestyle associations

© 2011, Educational Institute

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ADVERTISING GUIDELINES
Know the product or service  Advertise as part of total marketing strategy  Develop proposition  Create platform  Be realistic about level of expectation  Review for customer needs 
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SIX-STEP ADVERTISING PROCESS
1. 2. 3. 4. 5.

6.

Identify purpose Target audience Select medium Create ad Place and time the ad Fulfill expectations

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AD AGENCIES: MAJOR FUNCTIONAL AREAS
Account management/account executive area: Overall responsibility for client company; primary contact with clients/accounts; manages employees who do the work for clients  Research: Provides data on market, needs, benefits, competition, customers, and sp pm  Creative: Artists and copywriters who generate ideas to link brand/product to consumer needs 

© 2011, Educational Institute

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AD AGENCIES: MAJOR FUNCTIONAL AREAS
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Casting: Selects voices and actors  Media: Selects best reach and frequency for target audience given the budget  Production: Pulls together components from all areas and delivers final product 

© 2011, Educational Institute

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WAYS TO REDUCE ADVERTISING COSTS
Trade-outs  Barter agreements  Co-oping


© 2011, Educational Institute

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ADVERTISING TYPES AND THEMES
Reputation builders Product or service touters Brand identifiers Offers Human scenarios Benefit • • • • • Series Line art and silhouettes Trade Meetings Destinations

     

© 2011, Educational Institute

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MARKET COVERAGE
Global and nationwide campaigns  Major markets  Regional markets  Population markets  Viewer/Reader/Listener/Subscriber market areas  Feeder markets  Cities 
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MEDIA SELECTION
Broadcast Media  Television  Radio Print Media  Magazines, newspapers, supplements, catalogs, directories, brochures, flyers Electronic Media  Websites  Blogs  Twitter © 2011, Educational Institute 12

MEDIA PLANNING
Media Planning:  Selecting and sorting media in combinations and support levels that produce most efficient, effective plan to achieve marketing objectives An Advertising Media Plan should contain:  Media objective  Media strategies  Media plan calendar  Budget © 2011, Educational Institute

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MEDIA PLANNING
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An Advertising Media Plan should answer such questions as:  Who is the target audience?  Where (geographically) will advertising be directed?  When will advertising appear?  How much advertising is necessary for optimum communication? © 2011, Educational Institute 14...
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