A specific communication task to be accomplished with a specific target audience during a specific time
Advertising objective
Advertising objectives are classified by what 3 primary purposes
inform, persuade, remind
the strategy by which the company accomplishes its advertising objectives and consists of:
Creating advertising messages
Selecting advertising media
Advertising strategy
What are the 3 parts to creating and advertising message?
1. message strategy
2. creative concept
3. message execution
the general message that will be communicated to consumers. Identifies consumer benefits
and points of differentiation.
message strategy
the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign
creative concept
characteristics of the appeals used in the creative concept
meaningful, believable, distinctive
when the advertiser turns the big idea into an actual ad execution that will capture the target market's attention and interest.
message execution
The approach, style tone, words, and format used for executing an advertising message. Captures attention and interest
message execution style
message execution style: typical people using product in normal setting
splice of life
message execution style: focus on specific lifestyle
lifestyle
message execution style:use of product leads to fulfilling fantasy
fantasy
message execution style: few claims. focus is on image/emotions
mood or image
message execution style: music or jingle is prominent
musical
message execution style: shows expertise in making product
technical expertise
message execution style: survey or evidence to support product quality
scientific evidence
message execution style: Highly believable or likeable source who endorses the product. Also, normal people giving testimonial.
testimonial evidence or endorsement
Message execution also includes...
tone, attention getting words, format
4 major steps in selecting advertising media
1. decide on reach-frequency-impact
2. select media type
3. select specific media vehicles
4. decide on media timing
a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
Reach
a measure of how many times the average person in the target market is exposed to the message
Frequency
the qualitative value of a message exposure through a given medium
Impact
Selecting media vehicles involves presenting the media effectively and efficiently to the target customer and must consider the the message's:
impact, effectiveness, cost
used heavily when introduction of new product. Objective is to build primary demand
informative purpose
more important when competition increases. Objective is to build selective demand
persuasive purpose
important in mature products. Primarily builds and maintains relationships
reminder purpose
6 functions of public relations
1. press relations or press agency
2. product publicity
3. public affairs
4. lobbying
5. investor relations
6. development
major public relations tools
news
speeches
special events
written materials
audiovisual materials
corporate identity materials
public service activities
buzz marketing
social networking
website
When selecting specific media vehicles, the planner must consider the cost of the media as compared to its effectiveness by evaluating:
Audience quality
Audience engagement
Editorial quality