Marketing Communications

Advantages and Disadvantages of Public Relations

Like the other program elements, public relations has both advantages and disadvantages. Because public relations communications are not perceived in the same light as advertising that is, the public does not realize the organization either directly or indirectly paid for them they tend to have more credibility. The fact that the media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible.

Advantages and Disadvantages of Corporate Advertising

A number of reasons for the increased popularity of corporate advertising become evident when you examine the advantages of this form of communication 1. It is an excellent vehicle for positioning the firm. Firms, like products, need to establish an image or position in the marketplace. Corporate image ads are one way to accomplish this objective. A well-positioned product is much more likely to achieve success than is one with a vague or no image. The same holds true of the firm. Stop and...

Communications Pyramid

Figure 7-2 Effect of advertising on consumers movement from awareness to action various steps in the Lavidge and Steiner hierarchy of effects model as the consumer moves from awareness to purchase, along with examples of types of promotion or advertising relevant to each step. Communications Effects Pyramid Advertising and promotion perform communications tasks in the same way that a pyramid is built, by first accomplishing lower-level objectives such as awareness and knowledge or...

Personal versus Nonpersonal Channels

There are a number of basic differences between personal and nonpersonal communications channels. Information received from personal influence channels is generally more persuasive than information received via the mass media. Reasons for the differences are summarized in the following comparison of advertising and personal selling From the standpoint of persuasion, a sales message is far more flexible, personal, and powerful than an advertisement. An advertisement is normally prepared by...

Problems in Media Planning

Unfortunately, the media strategy decision has not become a standardized task. A number of problems contribute to the difficulty of establishing the plan and reduce its effectiveness. These problems include insufficient information, inconsistent terminologies, time pressures, and difficulty measuring effectiveness. Insufficient Information While a great deal of information about markets and the media exists, media planners often require more than is available. Some data are just not measured,...

Distribution Channel Decisions

As consumers, we generally take for granted the role of marketing intermediaries or channel members. If we want a six-pack of soda or a box of detergent, we can buy it at a supermarket, a convenience store, or even a drugstore. Manufacturers understand the value and importance of these intermediaries. One of a marketer's most important marketing decisions involves the way it makes its products and services available for purchase. A firm can have an excellent product at a great price, but it...

Classifications of Magazines

To gain some perspective on the various types of magazines available and the advertisers that use them, consider the way magazines are generally classified. Standard Rate and Data Service SRDS , the primary reference source on periodicals for media planners, divides magazines into three broad categories based on the audience to which they are directed consumer, farm, and business publications. Each category is then further classified according to the magazine's editorial content and audience...

Using Q Scores and the Fame Index to Help Choose a Celebrity Endorser

Obviously many marketers believe strongly in the value of celebrity spokespeople, as the amount of money paid to them continues to soar to record levels. Companies look for a celebrity who will attract viewers' attention and enhance the image of the company or brand. But how do they choose the right one? While some executives rely on their own intuition and gut feeling, many turn to research that measures a celebrity's appeal as well as other factors that will provide insight into his or her warmth, trust, and credibility among the target audience.

Advertising as Offensive or in Bad Taste

Another common criticism of advertising, particularly by consumers, is that ads are offensive, tasteless, irritating, boring, obnoxious, and so on. In the recent study by Shavitt and her colleagues, about half of the respondents reported feeling offended by advertising at least sometimes. A number of other studies have found that consumers feel most advertising insults their intelligence and that many ads are in poor taste.18 Sources of Distaste Consumers can be offended or irritated by...

Source Credibility

Credibility is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. There are two important dimensions to credibility, expertise and trustworthiness.

Copy Platform

The written copy platform specifies the basic elements of the creative strategy. Different agencies may call this document a creative platform or work plan, creative brief, creative blueprint, or creative contract. The account representative or manager assigned to the account usually prepares the copy platform. In larger agencies, an individual from research or the strategic account planning department may write it. People from the agency team or group assigned to the account, including...

Creative Tactics for Television

As consumers, we see so many TV commercials that it's easy to take for granted the time, effort, and money that go into making them. Creating and producing commercials that break through the clutter on TV and communicate effectively is a detailed, expensive process. On a cost-per-minute basis, commercials are the most expensive productions seen on television. TV is a unique and powerful advertising medium because it contains the elements of sight, sound, and motion, which can be combined to...

Limitations of Radio

Several factors limit the effectiveness of radio as an advertising medium, among them creative limitations, fragmentation, chaotic buying procedures, limited research data, limited listener attention, and clutter. The media planner must consider them in determining the role the medium will play in the advertising program. Creative Limitations Amajor drawback of radio as an advertising medium is the absence of a visual image. The radio advertiser cannot show the product, demonstrate it, or use...

Personal Selling

The final element of an organization's promotional mix is personal selling, a form of person-to-person communication in which a seller attempts to assist and or persuade prospective buyers to purchase the company's product or service or to act on an idea. Unlike advertising, personal selling involves direct contact between buyer and seller, either face-to-face or through some form of telecommunications such as telephone sales. This interaction gives the marketer communication flexibility the...

An Army of One Campaign Accomplishes Its Mission

During the early to mid 1990s, the U.S. Army had little trouble attracting enough young men to enlist for military service. The collapse of the Soviet Union had all but ended, and the cold war and military warfare was becoming more high tech, which meant that fewer soldiers were needed. Thus, the Army was downsized by 40 percent, making it easy to reach modest recruitment goals. Recruitment advertising used the Be All That You Can Be tagline and relied primarily on expensive television...

Sales Promotion Has an Interesting History as Well

Advertising has a long and fascinating history and has had a major impact, both good and bad, on our culture. Advertising has entertained, moved, and motivated consumers for more than a century, and many of the images created by advertisers have become cultural icons Ronald McDonald, the Marlboro Man, Tony the Tiger, and the Energizer Bunny, to name just a few. Much has been written about the history of advertising and how it reflects society and its whole range of activities. However, sales...

Combining Personal Selling and Public Relations

The job descriptions presented earlier demonstrate that personal selling involves much more than just selling products and or services. The personal selling agent is often the firm's best source of public relations. In their day-to-day duties, salespeople represent the firm and its products. Their personalities, servicing of the account, cooperation, and empathy not only influence sales potential but also reflect on the organizations they represent. The salesperson may also be used directly in...

The Perpetual Debate Creative versus Hard Sell Advertising

For decades there has been a perpetual battle over the role of advertising in the marketing process. The war for the soul of advertising has been endlessly fought between those who believe ads should move people and those who just want to move product. On one side are the suits or rationalists, who argue that advertising must sell the product or service and that the more selling points or information in the ad, the better its chance of moving the consumer to purchase. On the other side are the...

Celebrities Sell Out But Only in Japan

Many American celebrities make huge sums of money endorsing products and serving as advertising spokes-people. Other big stars won't appear in ads because they don't want fans to think they've sold out. But many celebrities who resist the temptation to cash in on their fame in the United States are only too happy to appear in ads in foreign countries. And nowhere are ads starring American celebrities more prevalent than in Japan. Even the rich and famous have trouble saying no to Japanese...

Combining Personal Selling and Direct Marketing

Companies have found that integrating direct marketing, specifically telemarketing, into their field sales operations makes their sales efforts more effective. The cost of a sales call and the cost associated with closing the sale are already very high and on the increase. Many marketers have reduced these costs by combining telemarketing and sales efforts (a typical telesales call costs about 11 cents for each 1 in revenue generated).17 A number of companies now offer consulting services to...

How Many Truly Global Brands Are There

In his classic 1983 book The Marketing Imagination, Harvard marketing professor Theodore Levitt argued that the world was becoming a Itejctihitf Lhe Biilmn tJolliir Atari Itejctihitf Lhe Biilmn tJolliir Atari common marketplace where people have the same basic needs, wants, desires, and tastes no matter where they live. Levitt called on marketers to develop global marketing strategies and true global brands that could be sold under one name around the globe. Many multinational companies heeded...

McDonalds Deals with Public Relations Problems in France

One of the challenges facing multinational companies operating in foreign markets is that various groups such as consumers, government, the media,and other relevant publics may feel threatened by their presence. Resentment and concerns over their presence in a country can make public relations problems and crisis situations even more difficult for large multinational companies, as McDonald's has learned from problems it has encountered in France over the past few years. McDonald's opened its...

Does It Really Matter What We Spend on Advertising

As you can imagine, marketers have probably always wondered whether their advertising dol lars have an impact. This is particularly true now, as advertising budgets are being slashed in virtually every industry due to the downturn in the U.S. economy. Simply put, marketers want to know whether it is worth advertising their brand, and how much they should be spending if it is. There are some out there who think that the amount spent on media has little or no impact at least as it relates to...

Characteristics of Objectives

A second major contribution of DAGMAR to the advertising planning process was its definition of what constitutes a good objective. Colley argued that advertising objectives should be stated in terms of concrete and measurable communications tasks, specify a target audience, indicate a benchmark starting point and the degree of change sought, and specify a time period for accomplishing the objective s . Concrete, Measurable Tasks The communications task specified in the objective should be a...

The Promotional Mix The Tools for IMC p

The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.25 While implicit communication occurs through the various elements of the marketing mix, most of an organization's communications with the marketplace take place as part of a carefully planned and controlled promotional program. The basic tools used to accomplish an organization's communication objectives are often referred to as the...

Advertising

Advertising is defined as any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.26 The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. An occasional exception to this is the public service announcement (PSA), whose advertising space or time is donated by the media. The nonpersonal component means that advertising involves mass media (e.g., TV, radio,...

Advertising To Business And Professional Markets

Advertising targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. Industrial goods are products that either become a physical part of another product raw material or component parts , are used in manufacturing other goods machinery , or are used to help a company conduct its business e.g., office supplies, computers . Business services such as insurance, travel services, and health care are also included in this category. Advertising...

Interactive Internet Marketing

As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to dramatic growth of communication through interactive media, particularly the Internet. Interactive media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the...

Review of the Marketing Plan

The first step in the IMC planning process is to review the marketing plan and objectives. Before developing a promotional plan, marketers must understand where the company (or the brand) has been, its current position in the market, where it intends to go, and how it plans to get there. Most of this information should be contained in the marketing plan, a written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a...

Set Tentative Marketing Communication Budget

Monitor, evaluate, and control integrated marketing communications program Monitor, evaluate, and control integrated marketing communications program Examine overall marketing plan and objectives Role of advertising and promotion Competitive analysis Assess environmental influences Analysis of Promotional Program Situation organization Firm's ability to implement promotional program Agency evaluation and selection Review of previous program results External analysis Consumer behavior analysis...

Developing the Integrated Marketing Communications Program

Developing the IMC program is generally the most involved and detailed step of the promotional planning process. As discussed earlier, each promotional-mix element has certain advantages and limitations. At this stage of the planning process, decisions have to be made regarding the role and importance of each element and their coordination with one another. As Figure 1-4 shows, each promotional-mix element has its own set of objectives and a budget and strategy for meeting them. Decisions must...

Monitoring Evaluation and Control

The final stage of the promotional planning process is monitoring, evaluating, and controlling the promotional program. It is important to determine how well the promotional program is meeting communications objectives and helping the firm accomplish its overall marketing goals and objectives. The promotional planner wants to know not only how well the promotional program is doing but also why. For example, problems with the advertising program may lie in the nature of the message or in a media...

Look Out Sony The Koreans Are Coming

Have you ever heard of Samsung Probably not, unless you own a microwave oven the com pany's preeminent U.S. brand presence . But then again, not too many people had heard of Sony back in the early 1960s. Like Sony, which was initially known for its clock radios and small black-and-white TVs and was a secondary player relative to Motorola, Philips, and Zenith, Samsung has been known in the United States for low-end products, such as VCRs, TVs, and microwave ovens. Now the company wants to be...

Fiona Morrisson

Director, Corporate Communications JetBlue Airways My career-path, especially the first ten years of it, has been one that text books never recommend, guidance counselors are paid to discourage, and parents fear the most. I grew up in a small country town in Australia where it wasn't a given that everyone would graduate from high school and go on to university. I left school after grade ten and spent the next eight years of my working life in jobs that provided me with an extremely useful work...

Marketing Promotional Program Communications Programs

The objective and task method of budget setting uses a buildup approach consisting of three steps: (1) defining the communications objectives to be accomplished, (2) determining the specific strategies and tasks needed to attain them, and (3) estimating the costs associated with performance of these strategies and tasks. The total budget is based on the accumulation of these costs.

What Do Ab Rockers Ginsu Knives Mercedes and Kitchen Appliances Have in Common

If you don't know the answer to the above question, perhaps a few more hints will help. What if we added Monsters, Excite Home, and the Indy Races to the list That's right, all of the above are sponsors of infomercials an advertising form that has long been considered appropriate only for Ronco Vegematics, Whopper Choppers, and Dione Warwick's Psychic Friends. The infomercial, or as those in the industry like to refer to it long-form advertisement, is a 30- to 60-minute television segment...

The Growth of Sales Promotion

While sales promotion has been part of the marketing process for a long time, its role and importance in a company's integrated marketing communications program have increased dramatically over the past decade. Consumer sales promotion-related spending increased from 56 billion in 1991 to nearly 100 billion in 2001.4 Marketers also spend an estimated 150 billion each year on promotions targeted at retailers and wholesalers. Consumer packaged goods firms continue to be the core users of sales...

Objectives of Consumer Oriented Sales Promotion

As the use of sales promotion techniques continues to increase, companies must consider what they hope to accomplish through their consumer promotions and how they interact with other promotional activities such as advertising, direct marketing, and personal selling. When marketers implement sales promotion programs without considering their long-term cumulative effect on the brand's image and position in the marketplace, they often do little more than create short-term spikes in the sales...

Intel Inside The Coop Program That Changed the Computer Industry

If you were to ask most owners of personal computers what is inside their PCs, chances are they would respond by saying, an Intel. And there's a good reason why. Over the past decade consumers have been exposed to hundreds of millions of dollars' worth of ads for personal computers each year that carry the Intel Inside logo. The logo has become ubiquitous in PC ads as a result of a landmark cooperative advertising program that is lauded as the most powerful ever and the definitive model for...

Does the Success of Public Relations Mean the Death of Advertising

Just about a decade ago, some people involved in the public relations PR industry were asking marketers to stay out of their domain. These tra ditional PR people were arguing that marketing and public relations always have been separate communications functions and that they should forever stay that way. My how things have changed Recently, two very well known marketing consultants released a book titled The Fall of Advertising and the Rise of PR. The gist of the book is that while advertising...

Motivating the Sales Force Not an Easy Task

Regardless of how good one's advertising, public relations, and other IMC programs are, for many companies, it is the sales force that is called on to close the deal particularly those in the business-to-business market. As you might imagine, there is always a need for good salespeople, and companies do whatever they can to attract and retain them and to motivate them to continue to do good work regardless of the industry. As the business environment changes, so too do the needs and wants of...

The Nature of Personal Selling

To integrate the personal selling effort into the overall promotional program, we must understand the nature of this tool. Let us look at how personal selling has evolved over the years and then examine some of its characteristics. The personal selling task encompasses a variety of responsibilities some of which we discuss in the next section . Like other aspects of the promotional mix, these responsibilities are constantly changing. As noted by Thomas Wotruba, the personal selling area is...

How Companies Integrate Personal Selling into the IMC Program

For many companies, personal selling has been the primary focus for promoting their goods and services. Other IMC program elements have assumed more of a support role and, in many instances, have not been used effectively by the marketing managers or the sales force. For many companies, all of this is changing as reflected in the following examples Xerox testing ads and sales promotions. Barbara Basney,director of marketing communications at Xerox's Office Printing Business, is responsible for...

Reasons Not to Measure Effectiveness

Companies give a number of reasons for not measuring the effectiveness of advertising and promotions strategies 1. Cost. Perhaps the most commonly cited reason for not testing particularly among smaller firms is the expense. Good research can be expensive, in terms of both time and money. Many managers decide that time is critical and they must implement the program while the opportunity is available. Many believe the monies spent on research could be better spent on improved production of the...

Discuss The Challenges Marketers Face As They Develop Advertisements And Other Forms Of Marketing Communications For

Communication, 139 source, 141 encoding, 141 message, 141 semiotics, 142 channel, 143 mass media, 143 receiver, 143 decoding, 143 field of experience, 143 noise, 145 response, 145 feedback, 145 AIDA model, 147 hierarchy of effects model, 148 information processing model, 148 model, 151 low-involvement hierarchy, 152 cognitive responses, 157 counterarguments, 157 support arguments, 157 source derogations, 158 source bolsters, 158 ad execution-related thoughts, 158 attitude toward the ad, 158...

Budgeting Approaches

The theoretical approaches to establishing the promotional budget are seldom employed. In smaller firms, they may never be used. Instead, a number of methods developed through practice and experience are implemented. This section reviews some of the more traditional methods of setting budgets and the relative advantages and disadvantages of each. First, you must understand two things (1) Many firms employ more than one method, and (2) budgeting approaches vary according to the size and...

Essentials of Effective Testing

Simply put, good tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to accomplish this is by following the decision sequence model in formulating promotional plans. Establish communications objectives. We have stated that except for a few instances most specifically direct-response advertising , it is nearly impossible to show the direct impact of advertising on sales. So the marketing objectives established for the promotional...

Measuring the Effectiveness of Sales Promotions

Sales promotions are not limited to retailers and resellers of products. Sports marketers have found them a very effective way to attract crowds and have been able to measure their relative effectiveness by the number of fans attending games. Major Figure 19-18 Measuring the effects of FSIs A study by Promotion Decisions Inc. examined the actual purchase data of users and nonusers of 27 coupon promotions in its National Shopper Lab 75,000 households over a period of 18 months. The findings FSI...

Organizing for International Advertising

One of the first decisions a company must make when it decides to market its products to other countries is how to organize the international advertising and promotion function. This decision is likely to depend on how the company is organized overall for international marketing and business. Three basic options are centralization at the home office or headquarters, decentralization of decision making to local foreign markets, or a combination of the two. Centralization Many companies prefer to...

Purchasing Magazine Advertising Space

Cost Elements Magazine rates are primarily a function of circulation. Other variables include the size of the ad, its position in the publication, the particular editions (geographic, demographic) chosen, any special mechanical or production requirements, and the number and frequency of insertions. Advertising space is generally sold on the basis of space units such as full page, half page, and quarter page, although some publications quote rates on the basis of column inches. The larger the...

Reasons to Measure Effectiveness

Assessing the effectiveness of ads both before they are implemented and after the final versions have been completed and fielded offers a number of advantages 1. Avoiding costly mistakes. The top three advertisers in the United States spent over 7.3 billion in advertising and promotion in 2001. The top 10 spent a total of over 21 billion. This is a lot of money to be throwing around without some understanding of how well it is being spent. If the program is not achieving its objectives, the...

The Evolution of IMC

During the 1980s, many companies came to see the need for more of a strategic integration of their promotional tools. These firms began moving toward the process of integrated marketing communications IMC , which involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers.9 As marketers embraced the concept of integrated marketing communications, they began asking their ad agencies to coordinate the use of a variety of...

Types of Newspaper Advertising

The ads appearing in newspapers can also be divided into different categories. The major types of newspaper advertising are display and classified. Other special types of ads and preprinted inserts also appear in newspapers. Exhibit 12-18 Newspaper inserts are used to reach target markets Exhibit 12-18 Newspaper inserts are used to reach target markets Display Advertising Display advertising is found throughout the newspaper and generally uses illustrations, headlines, white space, and other...

Promotional Program Situation Analysis

After the overall marketing plan is reviewed, the next step in developing a promotional plan is to conduct the situation analysis. In the IMC program, the situation analysis focuses on the factors that influence or are relevant to the development of a promotional strategy. Like the overall marketing situation analysis, the promotional program situation analysis includes both an internal and an external analysis. Internal Analysis The internal analysis assesses relevant areas involving the...

Advantages of Global Marketing and Advertising

A global marketing strategy and advertising program offer certain advantages to a company, including the following Economies of scale in production and distribution. Lower marketing and advertising costs as a result of reductions in planning and control. Lower advertising production costs. Abilities to exploit good ideas on a worldwide basis and introduce products quickly into various world markets. A consistent international brand and or company image. Simplification of coordination and...

Getting Consumers to Love the Valpak Blue Envelope

Cox Target Media provides direct-marketing services and solutions to advertisers who want to reach specific target audiences. Its first branded product, the Valpak blue envelope, has been mailed to consumers for over 35 years and is currently distributed to more than 50 million homes and businesses throughout the United States, Canada, Puerto Rico, and the United Kingdom. Every year, 500 Valpak mailings deliver over 15 billion coupons and advertising offers to consumers in highly recognizable...

Spanish Speaking TV Stations Go Mano a Mano

The television industry has grown accustomed to fierce battles among the major networks for viewers, as ABC,CBS,NBC,and Fox have always gone head-to-head with one another. However, the fiercest battle being waged right now in the television industry is the struggle between the two largest Spanish-language television networks in the United States Univision and Telemundo. The two companies are fighting to lure the eyeballs of the 35 million Hispanics in the United States, a market segment that is...

Variations in Consumer Decision Making

The preceding pages describe a general model of consumer decision making. But consumers do not always engage in all five steps of the purchase decision process or proceed in the sequence presented. They may minimize or even skip one or more stages if they have previous experience in purchasing the product or service or if the decision is of low personal, social, or economic significance. To develop effective promotional strategies and programs, marketers need some understanding of the...

Types of Trade Oriented Promotions

Manufacturers use a variety of trade promotion tools as inducements for wholesalers and retailers. Next we examine some of the most often used types of trade promotions and some factors marketers must consider in using them. These promotions include contests and incentives, trade allowances, displays and point-of-purchase materials, sales training programs, trade shows, and co-op advertising. Contests and Incentives Manufacturers may develop contests or special incentive programs to stimulate...

Creative Tactics for Print Advertising

The basic components of a print ad are the headline, the body copy, the visual or illustrations, and the layout the way they all fit together . The headline and body copy portions of the ad are the responsibility of the copywriters artists, often working under the direction of an art director, are responsible for the visual presentation.

Miller Lite Searches for the Right Campaign Theme

One of the most memorable and successful advertising campaigns of all times was the Tastes Great, Less Filling theme for Miller Lite beer, which began in 1974. The campaign used humorous commercials featuring famous and not-so-famous ex-athletes and other celebrities arguing over whether the brand's main appeal was its great taste or the fact that it contained fewer calories than regular beer and was less filling. The campaign ran for 17 years and helped make Miller Lite the second-best-selling...

Chapter Objectives

To understand how companies organize for advertising and other aspects of integrated marketing communications. 2. To examine methods for selecting, compensating, and evaluating advertising agencies. 3. To explain the role and functions of specialized marketing communications organizations. 4. To examine various perspectives on the use of integrated services and responsibilities of advertisers versus agencies. Belch Advertising and I II. Integrated Marketing I 3. Organizing for I I The...

The Centralized System

In many organizations, marketing activities are divided along functional lines, with advertising placed alongside other marketing functions such as sales, marketing research, and product planning, as shown in Figure 3-2. The advertising manager is responsible for all promotions activities except sales in some companies this individual has the title of Marketing Communications Manager . In the most common example of a centralized system, the advertising manager controls the entire promotions...

The Decentralized System

In large corporations with multiple divisions and many different products, it is very difficult to manage all the advertising, promotional, and other functions through a centralized department. These types of companies generally have a decentralized system, with separate manufacturing, research and development, sales, and marketing departments for various divisions, product lines, or businesses. Many companies that use a decentralized system, such as Procter amp Gamble, Gillette Co., and Nestl...

Sales versus Communications Sales Oriented Objectives

To many managers, the only meaningful objective O biect ives for their promotional program is sales. They take the position that the basic reason a firm spends money on advertising and promotion is to sell its product or service. Promotional spending represents an investment of a firm's scarce resources that requires an economic justification. Rational managers generally compare investment options on a common financial basis, such as return on investment ROI . As we'll discuss later in this...

Age Of Sales Method

Objectives and 7. Establishing Objectives The McGraw-Hill Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003 Marketing Promotional Program Communications Programs there will be sufficient monies to cover this budget, with increases in sales leading to budget increases and sales decreases resulting in advertising decreases. The percent-age-of-sales method is simple, straightforward, and easy to implement. Regardless of which basis...

Product Placements in Movies and on TV

An increasingly common way to promote a product or service is by showing the actual product or an ad for it as part of a movie or TV show. While such product placement does not constitute a major segment of the advertising and promotions business, it has proved effective for some companies and has taken on increased importance with advertisers' concerns over viewers' ability to avoid watching commercials. Note Like specialty advertising, product placement is sometimes considered a promotion...

Proving That Magazine Ads Work

For years magazine publishers focused most of their attention on selling ads in their magazines and devoted less attention to proving the ads were effective. At many magazines, efforts at measuring effectiveness were often limited to tracking consumer response to 800 numbers that appeared in print ads. However,the carefree days are over as many new advertising media have emerged, such as niche-oriented cable TV networks, narrowly targeted radio stations, and the Internet. Moreover, there are...

Dotcom Advertising Fails to Inspire a New Creative Revolution

I'm always hoping that one day some young man will come into my office and say, 'Your 96 rules for creating good ads are for the birds. They're all based on research that is out of date and irrelevant. Here are 96 new rules based on new research. Throw yours out the window You're an old dodo, living in the past. Moreover, I have written a new dogma, a new dialectic, and I am the prophet of the future.' This appeal for someone to lead a new creative revolution in advertising was written by...

Source Attractiveness

A source characteristic frequently used by advertisers is attractiveness, which encompasses similarity, familiarity, and likability. Similarity is a supposed resemblance between the source and the receiver of the message, while familiarity refers to knowledge of the source through exposure. Likability is an affection for the source as a result of physical appearance, behavior, or other personal traits.

The Changing World of Advertising and Promotion

Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and...

Identifying the Target Audience

The marketing communication process really begins with identifying the audience that will be the focus of the firm's advertising and promotional efforts. The target audience may consist of individuals, groups, niche markets, market segments, or a general public or mass audience Figure 5-2 . Marketers approach each of these audiences differently. The target market may consist of individuals who have specific needs and for whom the communication must be specifically tailored. This often requires...

The Growth of Direct Marketing

Direct marketing has been around since the invention of the printing press in the 15th century. Ben Franklin was a very successful direct marketer in the early 1700s, and Warren Sears and Montgomery Ward you may have heard of these guys were using this medium in the 1880s. The major impetus behind the growth of direct marketing may have been the development and expansion of the U.S. Postal Service, which made catalogs available to both urban and rural dwellers. Catalogs revolutionized America's...

Reasons for the Growing Importance of IMC

The move toward integrated marketing communications is one of the most significant marketing developments that occurred during the 1990s, and the shift toward this approach is continuing as we begin the new century. The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing consumer products and services as well as business-to-business marketers. There are a number of reasons why marketers...

Problems with Global Advertising

Opponents of the standardized global approach argue that very few products lend themselves to global advertising.57 Differences in culture, market, and economic development consumer needs and usage patterns media availabilities and legal restrictions make it extremely difficult to develop an effective universal approach to marketing and advertising. Advertising may be particularly difficult to standardize because of cultural differences in circumstances, language, traditions, values, beliefs,...

Different Perspectives on Advertising Creativity

Perspectives on what constitutes creativity in advertising differ. At one extreme are people who argue that advertising is creative only if it sells the product. An advertising message's or campaign's impact on sales counts more than whether it is innovative or wins awards. At the other end of the continuum are those who judge the creativity of an ad in terms of its artistic or aesthetic value and originality. They contend creative ads can break through the competitive clutter, grab the...

Problem Recognition

Figure 4-1 shows that the first stage in the consumer decision-making process is problem recognition, which occurs when the consumer perceives a need and becomes motivated to solve the problem. The problem recognition stage initiates the subsequent decision processes. Problem recognition is caused by a difference between the consumer's ideal state and actual state. A discrepancy exists between what the consumer wants the situation to be like and what the situation is really like. Note that...

Pretesting of Finished Ads

Pretesting finished ads is one of the more commonly employed studies among marketing researchers and their agencies. At this stage, a finished advertisement or commercial is used since it has not been presented to the market, changes can still be made. Many researchers believe testing the ad in final form provides better information. Several test procedures are available for print and broadcast ads, including both laboratory and field methodologies. Print methods include portfolio tests,...

Limitations of Television

Although television is unsurpassed from a creative perspective, the medium has several disadvantages that limit or preclude its use by many advertisers. These problems include high costs, the lack of selectivity, the fleeting nature of a television message, commercial clutter, limited viewer attention, and distrust of TV ads. Costs Despite the efficiency of TV in reaching large audiences, it is an expensive medium in which to advertise. The high cost of TV stems not only from the expense of...

Advantages and Disadvantages of Yellow Pages The Yellow Pages

Offer the following advantages to advertisers 1. Wide availability. A variety of directories are published. According to the Yellow Pages Publishers Association, consumers refer to the Yellow Pages more than 19.4 billion times yearly.24 2. Action orientation. Consumers use the Yellow Pages when they are considering, or have decided to take, action. 3. Costs. Ad space and production costs are relatively low compared to other media. 4. Frequency. Because of their longevity Yellow Pages are...

Effective Marketing or Deception and Invasion of Privacy

The direct-marketing industry has taken its share of criticism from consumers and government agencies for a long time. Critics of direct marketing cite junk mail, telemarketing, and the selling of names contained in a database as just some of the reasons for their discontent. While it is a very effective medium for marketers, the mention of direct marketing conjures up negative connotations to many consumers. Now, it appears that the Internet may be taking a similar track. Consider this...

Personal Selling on the Internet

The Internet has been both a benefit and a detriment to many of those involved in personal selling particularly those in the business-to-business market. For some, the Internet has been a threat that might take away job opportunities. Companies have found that they can remain effective even increase effectiveness by building a strong Web presence. The high-cost and poor-reach disadvantages of personal selling are allowing these companies to reduce new hires and even cut back on their existing...

The Political Legal Environment

The political and legal environment in a country is one of the most important factors influencing the advertising and promotional programs of international marketers. Regulations differ owing to economic and national sovereignty considerations, nationalistic and cultural factors, and the goal of protecting consumers not only from false or misleading advertising but, in some cases, from advertising in general. It is difficult to generalize about advertising regulation at the international level,...

Youth Become an Important Global Market Segment

Marketers are continually searching for global consumer market segments to whom products and services can be advertised in a similar fashion all over the world. Many companies are recognizing that the most global segment of all is the youth of the world, as they show amazing similarities in tastes, interests, language, and attitudes. Elissa Moses, author of The 100 Billion Allowance Accessing the Global Teen Market, says Pop culture is totally transient. Teens are simultaneously plugged into...

Refunds and Rebates

Refunds (also known as rebates) are offers by the manufacturer to return a portion of the product purchase price, usually after the consumer supplies some proof of purchase. Consumers are generally very responsive to rebate offers, particularly as the size of the savings increases. Rebates are used by makers of all types of products, ranging from packaged goods to major appliances, cars, and computer software. Exhibit 16-21 shows an ad promoting a 30 rebate on Intuit's a rebate offer to promote...

Refutational Advertising

Refutational appeal is used to address nutritional concerns about almonds cases, the visual portion of an ad may reduce its persuasiveness, since the processing stimulated by the picture may be less controlled and consequently less favorable than that stimulated by words.47 Pictures affect the way consumers process accompanying copy. A recent study showed that when verbal information was low in imagery value, the use of pictures providing examples increased both immediate and delayed recall of...

Guidelines for Evaluating Creative Output

Advertisers use numerous criteria to evaluate the creative approach suggested by the ad agency. In some instances, the client may want to have the rough layout or storyboard pretested to get quantitative information to assist in the evaluation. However, the evaluation process is usually more subjective the advertising or brand manager relies on qualitative considerations. Basic criteria for evaluating creative approaches are discussed next Is the creative approach consistent with the brand's...

Nike Targets Women

Perhaps no company in the world has been as successful in capitalizing on the fitness boom of the past few decades as Nike. Since its inception Nike has been a leader in the high-performance athletic-shoe market and has become one of the world's great brand names. The company ran past all its competitors to become the largest seller of athletic footwear and apparel in the world, with sales of nearly 10 billion in 2002. The Nike ethos of pure, brash performance is captured in the Just Do It...

Measuring the Effectiveness of Publicity

The methods for measuring the effects of publicity are essentially the same as those discussed earlier under the broader topic of public relations. Rather than reiterate them here, we thought it would be more interesting to show you an actual example. Figure 17-5 is a model developed by Ketchum Public Relations for tracking the effects of publicity. (I guess we just provided Ketchum with some free publicity.) One of the more controversial forms of advertising is corporate COPDOPate Advertising...

Commissions from Media

The traditional method of compensating agencies is through a commission system, where the agency receives a specified commission usually 15 percent from the media on any advertising time or space it purchases for its client. For outdoor advertising, the commission is 16 percent. This system provides a simple method of determining payments, as shown in the following example. Assume an agency prepares a full-page magazine ad and arranges to place the ad on the back cover of a magazine at a cost...

Creative Personnel

The image of the creative advertising person perpetuated in novels, movies, and TV shows is often one of a freewheeling, freethinking, eccentric personality. The educational background of creative personnel is often in nonbusiness areas such as art, literature, music, humanities, or journalism, so their interests and perspectives tend to differ from those of managers with a business education or background. Creative people tend to be more abstract and less structured, organized, or conventional...

The Role of IMC in Branding

One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand identity and equity. As branding expert Kevin Keller notes, Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets.23 With more and more products and services competing for consideration by customers who have less...

High Demographic And Geographic Selectivity

In addition to providing selectivity based on interests, magazines can provide advertisers with high demographic and geographic selectivity. Demographic selectivity, or the ability to reach specific demographic groups, is available in two ways. First, most magazines are, as a result of editorial content, aimed at fairly well defined demographic segments. Ladies' Home Journal, Ms., Self, and Cosmopolitan are read predominantly by women Esquire, Playboy, and Sports Illustrated are read mostly by...

Scam Artists Know No Boundaries

As direct-marketing scam artists get more sophisticated, they have expanded their efforts beyond the United States and into foreign countries. Apparently-like legitimate marketers they have discovered market potential in these new markets. One such market is Canada. Driven by the strength of the dollar one U.S. dollar is worth about one-and-a-half Canadian dollars , Canada's lenient stance on white-collar crime, and the problems with getting lawbreakers back into the United States to face...

Gaining and Losing Clients

The evaluation process described above provides valuable feedback to both the agency and the client, such as indicating changes that need to be made by the agency and or the client to improve performance and make the relationship more productive. Many agencies have had very long-lasting relationships with their clients. For example, General Electric has been with the BBDO Worldwide agency for over 80 years. Other well-known companies or brands that have had long-lasting relationships include...

Transit Advertising

Another form of out-of-home advertising is transit advertising. While similar to outdoor in the sense that it uses billboards and electronic messages, transit is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, elevators, trolleys, airplanes, and subways. Transit advertising has been around for a long time, but recent years have seen a renewed interest in this medium. Due in part to the increased number of women...

Target Market Coverage

The media planner determines which target markets should receive the most media emphasis. In the media plan for Bumble Bee Tuna in Appendix B, this was determined to be women 25-54 and geographic markets. Developing media strategies involves matching the most appropriate media to this market by asking, Through which media and media vehicles can I best get my message to prospective buyers The issue here is to get coverage of the market, as shown in Figure 10-14. The optimal goal is full market...

Advantages of Newspapers

Newspapers have a number of characteristics that make them popular among both local and national advertisers. These include their extensive penetration of local markets, flexibility, geographic selectivity, reader involvement, and special services. Extensive Penetration One of the primary advantages of newspapers is the high degree of market coverage, or penetration, they offer an advertiser. In most areas, 50 percent or more of households read a daily newspaper, and the reach figure may exceed...

The Newspaper Audience

As with any medium, the media planner must understand the nature and size of the audience reached by a newspaper in considering its value in the media plan. Since newspapers as a class of media do an excellent job of penetrating their market, the typical daily newspaper gives advertisers the opportunity to reach most of the households in a market. But, while local advertisers aim to cover a particular market or trade area, national advertisers want to reach broad regions or even the entire...

Gateway Searches for the Right Ad Agency

While some companies have long-lasting relationships with their advertising agencies, others often find themselves changing agencies more frequently. Decisions to switch ad agencies can be driven by a variety of factors including increases in the client's size, changes in the markets it serves, reorganizations that lead to changes in top management, and or changes in its advertising strategy or philosophy. One company that found itself changing agencies quite frequently during the past 10 years...

Defining Direct Marketing

As noted in Chapter 1, direct marketing is a system of marketing by which organizations communicate directly with target customers to generate a response or transaction. This response may take the form of an inquiry, a purchase, or even a vote. In his Dictionary of Marketing Terms, Peter Bennett defines direct marketing as the total of activities by which the seller, in effecting the exchange of goods and services with the buyer, directs efforts to a target audience using one or more media...

Positioning Product Class

Exhibit 2-13 Positioning that focuses on the competition David Aaker and John Myers note that the term position has been used to indicate the brand's or product's image in the marketplace.8 Jack Trout and Al Ries suggest that this brand image must contrast with competitors. They say, In today's marketplace, the competitors' image is just as important as your own. Sometimes more important.9 Thus, positioning, as used in this text, relates to the image of the product and or brand relative to...

Cognitive Learning Theory

Behavioral learning theories have been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors. They ignore internal psychological processes such as motivation, thinking, and perception they Figure 4-8 Application of shaping procedures in marketing Terminal Goal Repeat Purchase Behavior Terminal Goal Repeat Purchase Behavior Free samples distributed large discount coupon Induce purchase with little financial obligation Discount coupon...

Advertising To Consumer Markets

Advertising done by large companies on a nationwide basis or in most regions of the country. Most of the ads for well-known companies and brands that are seen on prime-time TV or in other major national or regional media are examples of national advertising. The goals of national advertisers are to inform or remind consumers of the company or brand and its features, benefits, advantages, or uses and to create or reinforce its image so that consumers will be predisposed to purchase it....

Rosser Reeves Colgate

Exhibit 8-10 United Technologies punks ad is an excellent example of a big idea in business-to-business advertising Of course, the real challenge to the creative team is coming up with the big idea to use in the ad. Many products and services offer virtually nothing unique, and it can be difficult to find something interesting to say about them. The late David Ogilvy, generally considered one of the most creative advertising copywriters ever to work in the business, has stated I doubt if more...

Is It Time to Do Away with Sweeps Ratings

The cornerstone of selling local television time is the sweeps ratings periods, which are held in February, May, November, and, to a lesser extent, August by Nielsen Media Research to determine what stations and shows are being watched in all 210 U.S. television markets. The term sweeps dates back to the 1950s, when Nielsen began mailing diaries to households and reporting the results, first with the East Coast markets before sweeping across the country. As TV networks gradually took control of...

Exhibit 1616 Catalina Marketing promotes its checkout coupons

Much lower for instant cross-ruff coupons, as it averages around 5 percent. Instant coupons give consumers an immediate point-of-purchase incentive, and can be selectively placed in terms of promotion timing and market region. Some companies prefer instant coupons to price-off deals because the latter require more cooperation from retailers and can be more expensive, since every package must be reduced in price. Another distribution method that has experienced strong growth over the past 10...

Using Sales Promotion to Target African Americans

The African-American market has become very important to many marketers as this segment accounts for two-thirds of the money spent by minorities in the United States and commands an estimated 572 billion in purchasing power. African-Americans represent about 13 percent 36.4 million of the U.S. population, and nearly half belong to the middle class. According to the most recent U.S. census, 5.3 million of the 12.8 million African-American households earn more than 35,000 annually nearly 14...

The Increasing Use Of Sales Promotion In A Market Is More Than A Passing Fad

The increasing use of sales promotion in marketing programs is SaleS Promotion AbUSe more than a passing fad. It is a fundamental change in strategic decisions about how companies market their products and services. The value of this increased emphasis on sales promotion has been questioned by several writers, particularly with regard to the lack of adequate planning and management of sales promotion programs. Are marketers becoming too dependent on this element of the marketing program...

Advantages And Disadvantages Of Persuasion Test For Advertisement Effectiveness

Exhibit 19-6 Ipsos-ASI offers a comprehensive testing measure The major advantage of day-after recall tests is that they are field tests. The natural setting is supposed to provide a more realistic response profile. These tests are also popular because they provide norms that give advertisers a standard for comparing how well their ads are performing. In addition to recall, a number of different measures of the commercial's effectiveness are now offered, including persuasive measures and...

Bonus Packs

Bonus packs offer the consumer an extra amount of a product at the regular price by providing larger containers or extra units (Exhibit 16-22). Bonus packs result in a lower cost per unit for the consumer and provide extra value as well as more product for the money. There are several advantages to bonus pack promotions. First, they give marketers a direct way to provide extra value without having to get involved with complicated coupons or refund offers. The additional value of a bonus pack is...

Message Structure

Marketing communications usually consist of a number of message points that the communicator wants to get across. An important aspect of message strategy is knowing the best way to communicate these points and overcome any opposing viewpoints audience members may hold. Extensive research has been conducted on how the structure of a persuasive message can influence its effectiveness, including order of presentation, conclusion drawing, message sidedness, refutation, and verbal versus visual...

The Pizza Wars Legal Battle Upholds the Use of Puffery

The use of unsubstantiated superlatives such as good, better, and best have long been a staple of American advertising. The Federal Trade Commission views the use of these terms,as well as other forms of marketing bravado, as puffery. The FTC defines puffery as clear hyperbole and takes the position that consumers would not expect these claims to be documented and would not take them seriously. However, a recent legal battle between Pizza Hut and Papa John's over the lat-ter's use of puffery...

Advertising Appeals

Hundreds of different appeals can be used as the basis for advertising messages. At the broadest level, these approaches are generally broken into two categories informational rational appeals and emotional appeals. In this section, we focus on ways to use rational and emotional appeals as part of a creative strategy. We also consider how rational and emotional appeals can be combined in developing the advertising message. Informational Rational Appeals Informational rational appeals focus on...

Direct Response Agencies

One of the fastest-growing areas of IMC is direct marketing, where companies communicate with consumers through telemarketing, direct mail, and other forms of direct-response advertising. As this industry has grown, numerous direct-response agencies have evolved that offer companies their specialized skills in both consumer and business markets. Figure 3-10 shows the top 10 direct-response agencies several of which, including OgilvyOne, DraftWorldwide, and Grey Direct Marketing, are divisions...

The Brave New World of Advertainment

In 1957 social critic Vance Packard wrote his classic best-seller The Hidden Persuaders, in which he purported to reveal all of the secret techniques used by advertisers to dig deeply into the psyches of consumers and manipulate them. When interviewed 40 years later, Packard was still fuming over what he saw coming out of Madison Avenue. Packard was angry not because advertisers had sharpened their brainwashing skills rather, he was puzzled by modern-day advertising because it seemed to be...

Do Humorous Ads Wear Out Too Fast

An issue of much concern to advertisers is the problem of commercial wearout, or the tendency of a message to lose its effectiveness when it is seen repeatedly. Wearout may occur for several reasons. One is inattention consumers may no longer attend to an ad after several exposures, so the message loses its effectiveness. Another reason is that consumers may become annoyed at seeing an ad many times. While wearout is a problem for any type of commercial, some advertising experts argue that...

Direct Source Is A Spokes Person

Or suggest they can enhance their attractiveness to the opposite sex. Some marketers compare their brands to the competition. 4. Source attention Who will be effective in getting consumers'attention The large number of ads we are bombarded with every day makes it difficult for advertisers to break through the clutter. Marketers deal with this problem by using sources who will attract the target audience's attention actors, athletes, rock stars, or attractive models. The source component is a...

Advertising-example

Cooperative Advertising The final form of trade-oriented promotion we examine is cooperative advertising, where the cost of advertising is shared by more than one party. There are three types of cooperative advertising. Although the first two are not trade-oriented promotion, we should recognize their objectives and purpose. Horizontal cooperative advertising is advertising sponsored in common by a group of retailers or other organizations providing products or services to the market. For...

Advertisers Marry Music with Their Products

While music has always been an important part of television commercials, more and more advertisers are using popular songs in their ads that resonate with consumers and help keep their products and services top-of-mind. Songs from artists and rock groups such as Madonna, Sting, Bob Seger, Led Zeppelin, the Rolling Stones,and the Beatles serve as the backdrop in commercials for just about everything, including cars, beer, fast food, computers, and insurance. Nike pioneered the commercial use of...

Integration Processes and Decision Rules

Another important aspect of the alternative evaluation stage is the way consumers combine information about the characteristics of brands to arrive at a purchase decision. Integration processes are the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives.19 Analysis of the integration process focuses on the different types of decision rules or strategies consumers use to decide among purchase alternatives. Consumers often make purchase selections by...

Decentralized Management

Decentralized brand management system Figure 3-4 A Procter amp Gamble division, using the category management system Figure 3-4 A Procter amp Gamble division, using the category management system Advertising managers Each category manager will have one or more advertising managers reporting to him or her for each specific brand, e.g., Tide advertising manager, Cheer advertising manager.

When Is Globalization Appropriate

While globalization of advertising is viewed by many in the advertising industry as a difficult task, some progress has been made in learning what products and services are best suited to worldwide appeals 63 1. Brands or messages that can be adapted for a visual appeal, avoiding the problems of trying to translate words into dozens of languages. 2. Brands that are promoted with image campaigns that play to universal appeals such as sex or wealth. 3. High-tech products and new products coming...

Frequency Programs

One of the fastest-growing areas of sales promotion is the use of frequency programs (also referred to as continuity or loyalty programs). American Airlines was one of the first major companies to use loyalty programs when it introduced its AAdvantage frequent-flyer program in 1981. Since then frequency programs have become commonplace in a number of product and service categories, particularly travel and hospitality, as well as among retailers. Virtually every airline, car rental company, and...

Transformational Advertising Can Differentiate A Product Or Service By

Emotional motives such as self-esteem and respect by using a clever visual image to suggest what might happen to women who eat pastry in the morning. The Respect yourself' campaign has been very effective in positioning Nutri-Grain as a healthy alternative for those who don't take time to eat breakfast. Advertisers can use emotional appeals in many ways in their creative strategy. Kamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray...

Traditional Response Hierarchy Models

A number of models have been developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behavior. Figure 5-3 shows four of the best-known response hierarchy models. While these response models may appear similar, they were developed for different reasons. The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process.11 This model depicts...

Measuring the Impact of IMC Bringing It All Together

As marketers continue to allocate dollars to a variety of IMC tools, the question is, How well is the IMC program working Unfortunately, while numerous efforts have been made to determine effectiveness of specific program elements, only recently have marketers made attempts to examine the interactive effect of communications methods. Here are some of the results of these studies Online Publishers Association. The Online Publishers Association, in partnership with Millward Brown and...

Inherent Drama In Advertising

This Hallmark commercial uses an inherent-drama approach Finding the Inherent Drama Another approach to determining the major selling idea is finding the inherent drama or characteristic of the product that makes the consumer purchase it. The inherent drama approach expresses the advertising philosophy of Leo Burnett, founder of the Leo Burnett agency in Chicago.

Why Is An Advertising Manager Needed If A Company Uses An Outside Agency

Evaluate the decision by BMW and its advertising agency, Fallon Worldwide,to develop short-films that can be viewed at the BMWFilms.com website. Do you think more companies will be using the advertainment concept to promote their products 2. Identify the various organizations that participate in the integrated marketing communications process and briefly discuss their roles and responsibilities. 3. What are some of the specific responsibilities and duties of an advertising manager under a...

Message Appeals

One of the advertiser's most important creative strategy decisions involves the choice of an appropriate appeal. Some ads are designed to appeal to the rational, logical aspect of the consumer's decision-making process others appeal to feelings in an attempt to evoke some emotional reaction. Many believe that effective advertising combines the practical reasons for purchasing a product with emotional values. In this section we will examine several common types of message appeals, including...

Just For Feet Sues Its Ad Agency for Malpractice

During the 1999 Super Bowl athletic-shoe retailer Just For Feet ran a commercial that showed a barefoot Kenyan runner fleeing from hunters in a Humvee,who capture and drug him. When he awakes, he finds a pair of running shoes on his feet. The ad was supposed to be part of a brand-building campaign for the retailer that would help move the company away from its Where the 13th pair is free positioning theme. However, rather than change the image of the company, the ad created a controversy that...

Purchasing Newspaper Space

Advertisers are faced with a number of options and pricing structures when purchasing newspaper space. The cost of advertising space depends not only on the newspaper's circulation but also on factors such as premium charges for color or special sections as well as discounts available. The purchase process and the rates paid for newspaper space differ for general and local advertisers. General versus Local Rates Newspapers have different rate structures for general or national advertisers and...

The Osbournes Gives New Meaning to Reality TV

In recent years reality shows have become some of the most popular programs on television. Shows such as Survivor, Fear Factor, The Bachelor, Temptation Island, and American Idol The Search for a Superstar have been among the most popular of the reality genre and have spawned a slew of copycats. However, many of these shows might never have come about had not the path been blazed nearly a decade earlier by MTV's reallife soap opera The Real World, which has been running for 11 years and remains...

Combining Direct Marketing with Personal Selling Telemarketing

And direct selling are two methods of personal selling others will be discussed in Chapter 18 . Nonprofit organizations like charities often use telemarketing to solicit funds. As you will see, for-profit companies are also using telemarketing with much greater frequency to screen and qualify prospects which reduces selling costs and to generate leads. Direct-mail pieces are often used to invite prospective customers to visit auto showrooms to test-drive new cars the salesperson then assumes...

Reaching for the Skyy

The last five years have been heady times for vodka as the product category has experienced strong growth and one wave of chic new brands has been followed by another. Consumption of vodka has increased steadily since 1998, and the vodka category is double the size of the next distilled-spirits segment, rum. Ironically, a bland-tasting product that was best known for helping Russians make it through a cold, bleak winter has become a status symbol for many trendy 20- and 30-somethings in...

Agencies Learn That Its about More Than Advertising

During the late 1980s many of the world's largest advertising agencies recognized that their clients were shifting more and more of their promotional budgets away from traditional media advertising to other areas of marketing communication such as direct marketing, public relations, sales promotion, and event sponsorship. In response to this trend, many of these agencies began acquiring companies that were specialists in these areas and ended up turning them into profit-centered departments or...

Determining and Evaluating Public Attitudes

You've learned that public relations is concerned with people's attitudes toward the firm or specific issues beyond those directed at a product or service. The first question you may ask is why. Why is the firm so concerned with the public's attitudes One reason is that these attitudes may affect sales of the firm's products. A number of companies have experienced sales declines as a result of consumer boycotts. Procter amp Gamble, Coors, Nike, and Bumble Bee Seafoods are just a few companies...

Reach versus Frequency

Since advertisers have a variety of objectives and face budget constraints, they usually must trade off reach and frequency. They must decide whether to have the message be seen or heard by more people (reach) or by fewer people more often (frequency). How Much Reach Is Necessary Thinking back to the hierarchies discussed in Chapter 5, you will recall that the first stage of each model requires awareness of the product and or brand. The more people are aware, the more are likely to move to each...

Discussion Questions Cbl

To examine the structure of the magazine and newspaper industries and the role of each medium in the advertising program. 2. To analyze the advantages and limitations of magazines and newspapers as advertising media. 3. To examine the various types of magazines and newspapers and the value of each as an advertising medium. To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined. To consider future developments in...

On-package Samples

Exhibit 16-13 Armor All uses on-package samples for related products Sunflower Group's SiteLinkPlus provides companies with a fulfillment service for samples On-package sampling, where a sample of a product is attached to another item, is another common sampling method see Exhibit 16-13 . This procedure can be very cost-effective, particularly for multiproduct firms that attach a sample of a new product to an existing brand's package. A drawback is that since the sample is distributed only to...

Does Advertising Ignore Older Consumers

In early 2002, a battle was waged between two of the major television networks, CBS and ABC, over The Late Show with David Letterman. ABC was trying to lure Letterman's show away from CBS to replace Nightline, the news show hosted by Ted Koppel, which it had been airing in the late-night time slot for 22 years. The battle was being fought mainly because Letterman is more popular among younger viewers between the key ages of 18 to 32 and brings in 100 million more in advertising revenue each...

Source Power

The final characteristic in Kelman's classification scheme is source power. A source has power when he or she can actually administer rewards and punishments to the receiver. As a result of this power, the source may be able to induce another person s to respond to the request or position he or she is advocating. The power of the source depends on several factors. The source must be perceived as being able to administer positive or negative sanctions to the receiver perceived control and the...

Responsibility for IMC Agency versus Client

Surveys of advertisers and agency executives have shown that both groups believe integrated marketing is important to their organizations' success and that it will be even more important in the future.37 One agency executive recently noted that 75 percent of the requests for proposals the agency now receives are from clients seeking total communication solutions.38 However, marketers and agency executives have very different opinions regarding who should be in charge of the integrated marketing...

Inputs to the Creative Process Verification Revision

The verification and revision stage of the creative process evaluates ideas generated during the illumination stage, rejects inappropriate ones, refines and polishes those that remain, and gives them final expression. Techniques used at this stage include directed focus groups to evaluate creative concepts, ideas, or themes message communication studies portfolio tests and evaluation measures such as viewer reaction profiles. At this stage of the creative process, members of the target audience...

Find An Example Of An Advertising Compaign And Evaluate The Creative Strategy And Tactics Used In The Ads.

The opening vignette discusses Nike's strategic initiative to improve the way the company does business with women which includes finding new ways to reach and communicate with them. Evaluate the efforts of Nike to reach women from an integrated marketing communications perspective. Do you feel Nike will be successful in its efforts to communicate with women 2. Explain what is meant by creative strategy and creative tactics in advertising. Find an example of an advertising campaign and...

Standard Learning Hierarchy

Consumer will do e.g., actual trial or purchase . In this hierarchy, the consumer is viewed as an active participant in the communication process who gathers information through active learning. Ray suggests the standard learning hierarchy is likely when the consumer is highly involved in the purchase process and there is much differentiation among competing brands. High-involvement purchase decisions such as those for industrial products and services and consumer durables like personal...

Tough Times for Creative Boutiques

Creative boutiques have long been an important part of the advertising industry. The competitive advantage for boutiques has always been their ability to turn out inventive creative work quickly, without the cumbersome bureaucracy and politics of larger agencies. Large and small shops coexisted successfully because boutiques usually pursued smaller accounts than large agencies were interested in. And even as the agency business was reshaped by consolidation and the creation of large...

The Future of Agency Compensation

As you can see there is no one method of agency compensation to which everyone subscribes. The recent ANA survey found that nearly half of advertisers made significant changes in their compensation plans in the past three years, while 21 percent plan more changes soon. One of the most significant findings from the recent ANA survey is the rapid rise in incentive-based compensation agreements, as 35 percent of advertisers are using some type of performance-based system versus only 13 percent 10...

InHouse Agencies

Some companies, in an effort to reduce costs and maintain greater control over agency activities, have set up their own advertising agencies internally. An in-house agency is an advertising agency that is set up, owned, and operated by the advertiser. Some in-house agencies are little more than advertising departments, but in other companies they are given a separate identity and are responsible for the expenditure of large sums of advertising dollars. Large advertisers that use in-house...

Communications Objectives

Unlike other media discussed thus far in the text, the Internet is actually a hybrid of media. In part, it is a communications medium, allowing companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives. But for some it is also a direct-response medium, allowing the user to both purchase and sell products through e-commerce. Thus, we will discuss two sets of objectives pursued by companies that use the Internet. Let's first...

Communicating with the Hispanic Teen Market

A few years ago, Jeff Manning, the executive director of the California Milk Processor Board CMPB ,was considering ways to reverse a decline in milk sales in the heavily Hispanic southern California market. As he reviewed a report on the Latino market, a potential solution to the problem came to him target one of the fastest-growing market segments in the United States, which is Hispanic teenagers. The results from the 2000 census show that over the past decade the Hispanic market grew by 58...

Contests and Sweepstakes

Contests and sweepstakes are an increasingly popular consumer-oriented promotion. Marketers spent nearly 2 billion on these promotions in 2001. These promotions seem to have an appeal and glamour that tools like cents-off coupons lack. Contests and sweepstakes are exciting because, as one expert has noted, many consumers have a pot of gold at the end of the rainbow mentality and think they can win the big prizes being offered.41 The lure of sweepstakes and promotions has also been influenced by...

Discussion Questions Xpm

One-sided message, 181 two-sided message, 181 refutational appeal, 181 comparative advertising, 183 8. What is meant by one-sided versus two-sided messages Discuss some of the reasons marketers may or may not want to use a two-sided message. 9. Discuss the pros and cons of using a comparative advertising message. Find an example of a cur rent campaign where a marketer is using a comparative ad and evaluate the decision to do so. 10. Evaluate the pros and cons of using humor as the basis for an...

Improving Promotional Planners Use of Objectives

As we have seen, it is important that advertisers and their agencies pay close attention to the objectives they set for their campaigns. They should strive to set specific and measurable objectives that not only guide promotional planning and decision making but also can be used as a standard for evaluating performance. Unfortunately, many companies do not set appropriate objectives for their integrated marketing communications programs. Many companies fail to set appropriate objectives because...

Source Encoding

The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company's advertisements or a nonpersonal entity such as the corporation or organization itself . For example, the source of the ad shown in the opening vignette is the EDS company, since no specific spokesperson or source is shown. However, in...

Social and Ethical Criticisms of Advertising

Much of the controversy over advertising stems from the ways many companies use it as a selling tool and from its impact on society's tastes, values, and lifestyles. Specific techniques used by advertisers are criticized as deceptive or untruthful, offensive or in bad taste, and exploitative of certain groups, such as children. We discuss each of these criticisms, along with advertisers' responses. We then turn our attention to criticisms concerning the influence of advertising on values and...

Hw To Use Telemedia For Telemarketing

Exhibit 14-9 Volvo uses an infomercial to attract buyers Exhibit 14-9 Volvo uses an infomercial to attract buyers compact discs, and a variety of items are now promoted and sold this way. The major shopping channel in the United States QVC accounted for over 3.9 billion worth of sales in 2002, reaching over 84 million households and fielding more than 130 million calls.26 Industry studies project a 5 percent growth rate, to 15.6 billion, by 2006.27 QVC is pursuing international markets...

Advertising as Untruthful or Deceptive

One of the major complaints against advertising is that many ads are misleading or untruthful and deceive consumers. A number of studies have shown a general mistrust of advertising among consumers.13 A study by Banwari Mittal found that consumers felt that less than one-quarter of TV commercials are honest and believable.14 Sharon Shavitt, Pamela Lowery, and James Haefner conducted a major national survey of over 1,000 adult consumers to determine the general public's current attitudes toward...

Situational Determinants

The final external factor is the purchase and usage situation. The specific situation in which consumers plan to use the product or brand directly affects their perceptions, preferences, and purchasing behaviors.34 Three types of situational determinants may have an effect the specific usage situation, the purchase situation, and the communications situation. Usage refers to the circumstance in which the product will be used. For example, purchases made for private consumption may be thought of...

Concept Generation and Testing

Figure 19-3 describes the process involved in advertising concept testing, which is conducted very early in the campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. Positioning statements, copy, headlines, and or illustrations may all be under scrutiny. The material to be evaluated may be just a headline or a rough sketch of the ad. The colors used, typeface, package designs, and...

Whats the Buzz

Consumers have long had a love-hate relationship with advertising. We enjoy watching music- and celebrity-laden commercials that are often more entertaining, humorous, or interesting than the programs they are sponsoring. We purchase magazines such as Glamour, Vogue, and GQ, which contain more ad pages than articles. But many consumers are tired of being bombarded with sales messages and are turned off by advertising. This is especially true of Generation Y, the age cohort born between 1979 and...

The Internet Powerful IMC Tool or Just Another Medium

The rise and fall of the World Wide Web (WWW) brings to mind images of riding a roller-coaster. First there was the very rapid growth of the medium and the dot-com boom. Next came the dot-com bust and rapid downhill spending by marketers. Now the predictions are that the Net is slowly climbing back up. It appears that the ups and downs of this medium have many marketers confused about how to use the Internet. Part of the problem regarding how best to use the Internet can be attributed to the...

Social and Cultural Consequences

Concern is often expressed over the impact of advertising on society, particularly on values and lifestyles. While a number of factors influence the cultural values, lifestyles, and behavior of a society, the overwhelming amount of advertising and its prevalence in the mass media lead many critics to argue that advertising plays a major role in influencing and transmitting social values. In his book Advertising and Social Change, Ronald Berman says The institutions of family, religion, and...

Measuring the Effectiveness of Other IMC Program Elements

Many of the organizations mentioned in this chapter offer research services to measure the effectiveness of specific promotional program elements. As we noted at the outset of this chapter, the increased use of integrated marketing communications programs has led to more interest in determining the synergistic effects of all program elements. A review of the Ogilvy Award winners from 1993 to date demonstrates the increased integration of additional media as opposed to specifically the best...

Stealth Marketing Goes Mainstream

The next time you see a campus opinion leader or Hollywood star driving a certain type of car, drinking a soda, or talking about the merits of some product or service, realize that he or she may be being paid to promote the item. While not a com pletely new idea, the use of nonconventional methods of getting products promoted appears to almost be becoming conventional. Referred to by a variety of titles including stealth marketing, ambush marketing, and guerrilla marketing, these...

Imc Perspective 111

The Super Bowl Is Not the Only Big Advertising Game in Town The Super Bowl has long been considered the premier event for television advertising. Despite the high costs of advertising on the Super Bowl, many companies think it is well worth the money. They point out that the big game is usually the most watched program of the year and delivers more than 100 million viewers. Advertisers also note that the Super Bowl is one occasion where as much attention is paid to the commercials as to the...

Inputs to the Creative Process Preparation Incubation Illumination

Background Research Only the most foolish creative person or team would approach an assignment without first learning as much as possible about the client's product or service, the target market, the competition, and any other relevant background information. The creative specialist should also be knowledgeable about general trends, conditions, and developments in the marketplace, as well as research on specific advertising approaches or techniques that might be effective. The creative...

Rough Art Copy and Commercial Testing

Because of the high cost associated with the production of an ad or commercial (many network commercials cost hundreds of thousands of dollars to produce), advertisers are increasingly spending more monies testing a rendering of the final ad at early stages. Slides of the artwork posted on a screen or animatic and photomatic roughs may be used to test at this stage. (See Figure 19-6 for an explanation of terminology.) Because such tests can be conducted for about 3,000 to 5,000, research at...

Measuring the Effectiveness of Corporate Advertising

As you can tell from our discussion of the controversy surrounding corporate advertising, there need to be methods for evaluating whether or not such advertising is effective Attitude surveys. One way to determine the effectiveness of corporate advertising is conducting attitude surveys to gain insights into both the public's and investors' reactions to ads. The Phase II study conducted by market research firm Yankelovich, Skelly & White is one of the best-known applications of this...

Media Selection

One of the most challenging areas for international marketers is media strategy and selection. Companies generally find major differences in the media available outside their home markets, and media conditions may vary considerably from one country to another. In less developed countries such as Vietnam, Kenya, and Egypt, most consumers do not have contact with a marketer's advertising and promotion efforts until they enter a store. Packaging and other point-of-purchase elements, rather than...

Cannes Festival Becomes the Olympic Games of Advertising

For many years the most coveted prize for creativity in advertising was a Clio Award. However, the Clios lost much of their prestige after financial problems resulted in cancellation of the 1992 awards ceremony. And even though they still sponsor an annual awards competition, the Clios have never regained their former status as the advertising industry's premier award for creative excellence. There are a number of other popular and well-recognized U.S.-based advertising award competitions that...

Advantages of Magazines

Magazines have a number of characteristics that make them attractive as an advertising medium. Strengths of magazines include their selectivity, excellent reproduction quality, creative flexibility, permanence, prestige, readers' high receptivity and involvement, and services they offer to advertisers. Selectivity One of the main advantages of using magazines as an advertising medium is their selectivity, or ability to reach a specific target audience. Magazines are the most selective of all...

The Dell Dude Connects With PC Buyers

Every so often an advertising character jumps out of the television screen and into the hearts of consumers. A few years ago it was Stuart the geeky, red-headed know-it-all who appeared in commercials for online stock trading company Ameritrade who struck a chord with viewers. The latest ad spokesperson generating the buzz is Steven, the lovable blond surfer dude who gives expert advice to people shopping for a home computer. The Dell Dude is played by Ben Curtis, a 21-year-old student who...

Implications of the Alternative Response Models

Advertising and consumer researchers recognize that not all response sequences and behaviors are explained adequately by either the traditional or the alternative response hierarchies. Advertising is just one source of information consumers use in learning about products, forming attitudes, and or making a purchase decision. Consumers are likely to integrate information from advertising and other forms of marketing communication as well as direct experience in forming judgments about a brand....

Combining Personal Selling with the Internet

In the Internet chapter, we discussed the increasing use of the Internet as a support to personal selling. As noted, the Internet has been used to provide product information, generate leads, screen prospects, and build and market from databases. While many marketing managers see the Internet taking business away from channel members and direct sales, few are ready to relinquish their sales forces. Even though at least one study predicts that 98 percent of all large companies would be on the...

The Cultural Environment

Another important aspect of the international marketing environment is the culture of each country. Cultural variables marketers must consider include language, customs, tastes, attitudes, lifestyles, values, and ethical moral standards. Nearly every country exhibits cultural traits that influence not just the needs and wants of consumers but how they go about satisfying them. Marketers must be sensitive not only in determining what products and services they can sell foreign cultures but also...

Planning Creative Strategy The Creative Challenge

Those who work on the creative side of advertising often face a real challenge. They must take all the research, creative briefs, strategy statements, communications objectives, and other input and transform them into an advertising message. Their job is to write copy, design layouts and illustrations, or produce commercials that effectively communicate the central theme on which the campaign is based. Rather than simply stating the features or benefits of a product or service, they must put...

Direct Marketing on the Internet

Our discussion of direct marketing and the Internet will approach the topic from two perspectives the use of direct-marketing tools for communications objectives as discussed in Chapter 14 , and e-commerce. As we stated previously, many direct-marketing tools like direct mail, infomercials, and the like, have been adapted to the Internet, as you will see. At the same time, e-commerce selling directly to the consumer via the Internet has become an industry of its own. Direct Mail Direct mail on...

Jet Bluethe Unairline

At a time when most of the airlines of the world are struggling, one carrier is seeing nothing but blue skies. Despite the simultaneous problems of September 11, a recession, and war, the airline aptly named JetBlue has continued to succeed where competitors have faltered. For the second quarter of 2002, JetBlue reported a net income of 14.6 million on operating revenues of 149.3 million, while nearly all major airlines reported record losses. What's the secret behind JetBlue's success It's a...

Marketing to 4 Billion of the Worlds Poorest Consumers

Most multinational companies generate the majority of their sales and profits by selling products and services to consumers and businesses in highly developed countries. When they do venture into developing nations such as India or China, they have traditionally focused on urban areas where incomes are higher and communication, transportation, and distribution systems are available to implement their marketing programs. However, many multinational marketers have begun turning their attention to...

EDS Rebuilds Its Image

Until 2000, if you asked the average person what, if anything, he or she knew about a company called Electronic Data Systems EDS , you would probably get a blank stare. Some might associate the company with Ross Perot, the company's founder and former presidential candidate, and know that he later sold EDS to General Motors, but it is unlikely they would know anything more. Perot founded EDS in Dallas, Texas, in 1962 with the somewhat radical notion that organizations would hire an outside...

Audience Measurement in Transit Advertising As with outdoor

Advertising, the cost basis for transit is the number of showings. In transit advertising, a 100 showing means one ad appears on or in each vehicle in the system a showing of 50 means half of the vehicles carry the ad. If you are placing such ads on taxicabs, it may be impossible to determine who is being exposed to them. Rate information comes from the sellers of transit advertising, and audience information is very limited. So much of the information marketers need to purchase transit ads...

Whirlpool Connects with 21stcentury Women

Household appliances are a product category where the advertising has traditionally been pretty bland, with most ads appealing to consumers' rational, functional motives. Television commercials generally would show the capacity of a refrigerator, explain how a washer or dryer works, or tout their reliability while print ads would feature a shot of the appliance and give a detailed description of how it functions. For example, among the most memorable appliance ads are those from the campaign...

Developing and Maintaining a Website

Before we discuss marketers' Web objectives in detail, it is important that you understand the role of the website the place where information is made available to users of the Internet by the provider. Developing and maintaining a successful website requires significant time and effort. To attract visitors to the site and have them return to it requires a combination of creativity, effective marketing, and continual updating of the site. In addition, other media must be integrated with the...

Imc Perspective I9i

The ARF David Ogilvy Research Awards-No Longer Just Ad Campaign Awards One of the most prestigious awards an advertiser can receive is the David Ogilvy Award. The award is given by the Advertising Research Foundation (ARF) in honor of researcher-turned-adman David Ogilvy, whose own work always stressed the role of research in developing, evaluating, and improving advertising. To win an Ogilvy Award, the candidate must demonstrate how research was used in developing a program and show marketing...

Proprietary Research Technique Called Emotional Bonding

Exhibit 9-6 Norwegian Cruise Lines used transformational advertising to create a unique image of the cruise experience Exhibit 9-7 Lexus addresses both rational and emotional appeals in this clever ad experiences and activities to be enjoyed during one individual day on a Norwegian Cruise Line's voyage Exhibit 9-6 . Combining Rational and Emotional Appeals In many advertising situations, the decision facing the creative specialist is not whether to choose an emotional or a rational appeal but,...

Semiotic Advertisements

However, the product name and picture help communicate a feeling of attraction and fascination between the man and woman shown in the ad. To better understand the symbolic meaning that might be conveyed in a communication, advertising and marketing researchers have begun focusing attention on semiotics, which studies the nature of meaning and asks how our reality words, gestures, myths, signs, symbols, products services, theories acquire meaning.3 Semiotics is important...

Networks and Advertisers Battle over Tasteful Advertising

Before any commercial airs on network television, it is reviewed by the standards and practices departments of the major networks. There are approximately 30 censors working for the four major broadcast networks who dictate to advertising agencies and their clients what they can and cannot show on national television. The censors review ads often as early as in the storyboard stage and comment on about half of the ads they see, most often with questions about accuracy. However, along with...

Relationship Marketing

Today, most marketers are seeking more than just a one-time exchange or transaction with customers. The focus of market-driven companies is on developing and sustaining relationships with their customers. This has led to a new emphasis on relationship marketing, which involves creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.5 The movement toward relationship marketing is due to several factors. First,...

Subliminal Rats or Purely Coincidence

One of the most controversial topics in all of advertising is subliminal advertising. Rooted in psychoanalytic theory, subliminal advertising supposedly influences consumer behaviors by subconsciously altering perceptions or attitudes toward products without the knowledge or consent of the consumer. Marketers have promoted subliminal self-help audiotapes, weight-loss videos, and golf game improvement tapes. Studies have shown that the majority of American consumers believe that advertisers...

Using Contests to Build Brand Equity

Building and or maintaining brand equity has become an important goal for marketers as they develop their sales promotion strategies. Companies are asking their promotion agencies to think strategically and develop promotional programs that can do more than just generate short-term sales. They want promotions that require consumers to become more involved with their brands and offer a means of presenting the brand essence in an engaging way. Many marketers are recognizing that a well-designed...

Advantages and Disadvantages of the Internet

A number of advantages of the Internet can be cited 1. Target marketing. A major advantage of the Web is the ability to target very specific groups of individuals with a minimum of waste coverage. For those in the business-to-business market, the Internet resembles a combination trade magazine and trade show, as only those most interested in the products and or services a site has to offer will visit the site (others have little or no reason to do so). In the consumer market, through...

Global Products Local Messages

While the pros and cons of global marketing and advertising continue to be debated, many companies are taking an in-between approach by standardizing their products and basic marketing strategy but localizing their advertising messages. This approach recognizes similar desires, goals, needs, and uses for products and services but tailors advertising to the local cultures and conditions in each market. Some agencies call this approach Think globally, act locally. Grey Advertising describes it as...

Roger Rabbit Commercial

Exhibit 9-18 This Star-Kist commercial mixes an animated character with real people. Some advertisers have begun using Roger Rabbit-style ads that mix animation with real people. Nike has used this technique to develop several creative, entertaining commercials. One featured Michael Jordan and Bugs Bunny trouncing a foursome of bullies on the basketball court and was the inspiration for the movie Space Jam. The agency for Star-Kist tuna also used this technique when the H. J. Heinz Company...

Advantages of Television

TV has numerous advantages over other media, including creativity and impact, coverage and cost effectiveness, captivity and attention, and selectivity and flexibility. Creativity and Impact Perhaps the greatest advantage of TV is the opportunity it provides for presenting the advertising message. The interaction of sight and sound offers tremendous creative flexibility and makes possible dramatic, lifelike representations of products and services. TV commercials can be used to convey a mood or...

Liquor Advertising Almost Makes It to Network Television

For more than five decades, distilled spirits were not advertised on television or radio because of a self-imposed ban by members of the Distilled Spirits Council of the United States (DISCUS). Council members agreed in 1936 to avoid radio advertising and extended the ban to TV in 1948. But Seagram, the second-largest distiller in the world, ended the U.S. spirits industry's longstanding ban on broadcast advertising in June 1996 by airing commercials for its Crown Royal Canadian Whiskey brand...

Marketing versus Communications Objectives

Marketing objectives are generally stated in the firm's marketing plan and are statements of what is to be accomplished by the overall marketing program within a given time period. Marketing objectives are usually defined in terms of specific, measurable outcomes such as sales volume, market share, profits, or return on investment. Good marketing objectives are quantifiable they delineate the target market and note the time frame for accomplishing the goal often one year . For example, a copy...

Combining Direct Marketing with Public Relations As you will see

Later in this text, public relations activities often employ direct-response techniques. Private companies may use telemarketing activities to solicit funds for charities or cosponsor charities that use these and other direct-response techniques to solicit funds. Likewise, corporations and or organizations engaging in public relations activities may include toll-free numbers or website URLs in their ads or promotional materials. Direct mail has also been shown to be effective in recruiting job...

How Can They Change the Ads on the Backstops between Innings Its Virtually Possible

Next time you watch a Major League Baseball game, watch the advertisements appearing on the backstop behind the batter. At the top of the inning, you will see an ad for one company let's say Yahoo.com between innings you may see one for Office Depot, and at the bottom of the inning you may see Toyota's message. Or perhaps you were watching a college football game on ESPN and you saw different ads between the goalposts every time an extra point or field goal was kicked. Did you ever wonder how...

The Buddy Lee Doll Confusing

Exhibit 9-9 Altoids uses reminder advertising to build brand awareness Additional Types of Appeals Not every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brands can be classified as reminder advertising, which has the objective of building brand awareness and or keeping the brand name in front of consumers. Well-known brands and market leaders often use reminder advertising. For example, Altoids breath mints runs reminder ads to build national...

Savin Advertising Connects with Customers

In the late 1970s and early 80s Savin Corp. used a very effective comparative advertising campaign to overtake Xerox and become the top brand of office copiers in America. With the help of small, inexpensive copiers made by Ricoh Corporation of Japan but sold in the United States under the Savin brand, the company caught Xerox off guard by running advertising comparing its products directly against the market leader. However, a decision to manufacture the copiers in-house at a new factory in...

Product ServiceSpecific Research In addition to getting

General background research and preplanning input, creative people receive product service-specific preplanning input. This information generally comes in the form of specific studies conducted on the product or service, the target audience, or a combination of the two. Quantitative and qualitative consumer research such as attitude studies, market structure and positioning studies such as perceptual mapping and lifestyle research, focus group interviews, and demographic and psychographic...

XM Hopes to Reinvent the Radio

When Fortune magazine named its Product of the Year in 2001, the winner was a new technology that many feel may revolutionize the way we listen to radio when we drive. The magazine's rationale for its selection stated Of all the new technologies of 2001, XM Satellite Radio is way, way, way above the rest. It's the first major advance in radio since FM emerged in the 1960s, and the best thing to happen to mobile music since the dashboard CD player. After spending more than a billion dollars for...

Magazines Seek the Most Elusive Readers of All Young Males

Teenagers are one of the fastest-growing market segments in America. There are nearly 31 million teenagers in the United States, and according to Teenage Research Unlimited (TRU), a market research firm that specializes in teens,they spend more than 155 billion a year. While their numbers and purchasing power make them a very attractive segment for marketers, teens are very difficult to reach&mdash particularly through magazines. Teenagers spend a lot more time listening to radio, watching TV,...