Ad Media Unit 2

8/3/2019 Ad Media Unit 2

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These describe stages individuals gothrough, when making purchase orconsumption decisions

Promotional activities designed

These models provide means of analysingthe promotional activity


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AIDA an acronym for role of advertisingand other forms of promotion

Journey from IGNORANCE TO PURCHASE

A persuasive sequence in promotion AIDA a model showing steps that market

communications should lead to.

Attract attention

Create interest Develop desire

Prompt action


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Grab attention Inform about the product Establish awareness In this step advertising is the key

ingredient in the promotional mix.

Objective- get the product seen and talked

about


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Create and stimulate buyer interest

Interest- achieved by creatingunderstanding and benefits of the product

according to needs of the consumer Here, the promotional message focuses on

how the product meets the above

Moves from passive awareness to activeconsideration of the products merits


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Create desire

Induce favorable attitude towards theproduct, esp. when there is competition

Arouse the desire for the product, aboveany competitor


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Prompt customer action

The action sought ids for the consumer topurchase

Induce purchase by stressing thedesirability of the product

Major role- personal selling and sales

promotion


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The promotional mix be as that..

Grab attention Excite and develop interest Prompt actionall this by Publicity Advertising Sales promotions Point of sale displaysThe customers will NOT BUY the product

unless the above!


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AIDA stages Promotional mixATTENTION ADVERTISING, PR,

SPONSORSHIP

INTEREST

DESIRE

ACTION

SALES PROMOTION. DIRECT MAIL,POINT OF SALE PROMOTIONS

DIRECT RESPONSE ADVERTISING,PERSONAL SELLING


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Defining advertising goals for measuredadvertising results A model of mktg communications

developed by Colley in 1961 Developed for measurement of advertising

effectiveness

Maps out states of mind through whichconsumers pass

Promotion is used to move the consumerthrough the spectrum


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Awareness as a result of advertising Unawareness of the product Comprehension Conviction- the development of preference Action- move towards purchase The role of advertisingThe effectiveness of an advertisement judged in

terms of how far an AD moves people alongthe spectrum

Purpose is to cause change of mind-to purchaseand rare for a single advert to have power tomove customers from complete unawarenessto action


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An advertising plan is an outline, a "to do"list, a guide to action.

This is an outline for a "strategic" plan

which differs form a "standard" plan inscope.

A strategic plan is comprehensive,covering every aspect of an advertisingprogram projected over a year or longer.


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The three main areas in an advertising plan are t

What do we want to accomplish? Ourobjectives or goals.

How will we reach those goals? What will wedo, and what will it cost, to achieve ourobjectives.

How do we measure results? How do wedetermine whether we have accomplished ourobjectives?

Beyond the big three categories common tomost advertising plans, the exact nature anddetails can very significantly depending on thepurpose of the plan.


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- Annual advertising plan prepared internally

for a Fortune 500 company to characterizeand project the brand. In this case, yourelikely to see a power point presentation of the"big picture" issues regarding budgets,

creative and direct response themes, specialevents, and evaluation tools.

- A new business pitch from an ad agency to asmall regional bank, say four branches. In thiscase, the Advertising Plan is a persuasivedocument. It should be visually informativeand entertaining.


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Internal working document for the firstthree months of a direct response focusedlaunch campaign for a medium sizedsoftware company. In this case, the Ad

Plan could well be a work in progress, withan initial outline placed on the network,and with many people from marketing,sales and accounting making comments

over several weeks. In the end, themarketing director takes all the commentsand publishes a finished action plan.


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The advertising plan you prepare will likely

be influenced by several big issues:

> Advertising strategy>Branding>Positioning>Direct response
http://www.adcracker.com/strategy/Advertising_Strategy.htmhttp://www.adcracker.com/brand/Branding.htmhttp://www.adcracker.com/position/Positioning.htmhttp://www.adcracker.com/direct/Direct_Response.htmhttp://www.adcracker.com/direct/Direct_Response.htmhttp://www.adcracker.com/position/Positioning.htmhttp://www.adcracker.com/brand/Branding.htmhttp://www.adcracker.com/strategy/Advertising_Strategy.htmhttp://www.adcracker.com/strategy/Advertising_Strategy.htm


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Here are some categories to consider in anadvertising plan

Background / overviewWhat is the history of advertising for this company

leading up to this plan? What are the chiefchallenges for this plan or advertising campaign?

What are the big opportunities in the market? Duration of the planIs this a launch campaign that will last three months?

Or is this an annual plan, with a review andrecommendation every three months?

Competitive analysis:What are the bad guys up to? Is there a trend

towards price cutting? How do competitorproducts or services compare?


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An advertising goal can be as simple as one clearly

defined objective: - Convince managers that will help them create

more effective advertising, faster, Or broaden your list to include several objectives,

and include marketing objectives:

- Achieve 50% brand recognition with targetaudience as defined by the ability to 1) recognizelogo and 2) describe at least one of the products,and 3) associate quality products whenprompted for brand characteristics.

- Achieve a 2% response rate and sales of $500per 100 direct mail packages within 30 days ofdrop.

- Achieve a lifetime value of $1,500 on eachcustomer within five years.


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This category can include anything that willhelp achieve your goals:

- PR- Special events- Seminars- Trade shows

- Customer relations- Social media campaigns- Ambient, viral and unconventional media

Such activities as PR may or may not be within

your plan. If they are, then your plan becomesa communications plan not an ad plan.Advertising, generally, is paidcommunications.


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- Business type, size and location.- Career stage Think about the person who will receive yourmessage.

- Consumer location Define, as best you can, where yourtargets live, work and play. Then put a little more effort intodefining where you target live work and play.

- Age- Gender.- Marital status.- Income.

- Life stage Are your prospects retired? Or is their a mix of say,60% retirees 55 to 65, and 40% young urban professionals30 to 45.

- Psychographics how will the prospect approach the purchasedecision. Is it high or low involvement. Rational oremotional? Are they looking for security? Or a thrill?


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What is the main thing we going -to say,to offer, to our target audience, to getthem to think what we want, to feel whatwe want, or do what we want?

Creative strategy:- How are we going to present the message?

Through a celebrity? A brand character?

- Will the copy be friendly? Or dramatic?- Should we use music to communicate

emotion? If so, what songs?


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- Why did you buy?- What do you like the most about the

service?- What would you like to see improved?

Now you know exactly what to consider forcopy points. And if the client is smart, they

know exactly how to improve their service.Plus, you might end up with material for asuperb testimonial campaign.


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Here are some choices:- Direct Mail.- Collateral: brochures, single sheet flyers, in-store take-

one displays and brochures, posters- Broadcast: Radio, TV spots or infomercials.

- Video on tape or CD / DVD.- Print: magazines, newspaper, specialty publications,

inserts.- Outdoor: billboards- Internet Marketing : Website optimization, pay per click

search engine listings, affiliate or associaterelationships, paid banner placements, email.

- Digital communications: digital video on Web,multimedia CD.


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The simple answer to media strategy is to identify

your target audience then find the best media, atthe best time, to reach them. For many advertisers the options will be obvious.

If not, consider one of the large media buyingservices

Keep in mind that you will get the best return onyour advertising by getting your message in frontof people during the decision making and buyingcycle.

That also means it costs more to buy customers

during off seasons or economic downturns. Divide your budget by 12 months if people buy all

year long. Spend more to launch new products orcompete for a larger share of a season pie.


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We like to say, with direct marketing, Itsnot what it costs, but what it returns thatmatters.


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How will you track sales? How will you link

sales to advertising? Who, in your companyor with the client, will do that?

Direct response and Internet advertising iseasy to track.

Branding focused campaigns may not be

easy to link to sales. A research company may help


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Documents

Ad Media Unit 2