Why Multiple Instruments? Imagine being interested in buying a new car! – What do you do? Watch car commercials on TV or in the Internet more attentively

Why Multiple Instruments?

Imagine being interested in buying a new car! –

What do you do?• Watch car commercials on TV or in the

Internet more attentively – decision? No!• Read magazine ads – decision? No, but

development of relevant set• Read car magazines, watch TV programs

about cars – decision? No, but increased knowledge of cars

• Visit relevant car manufacturers‘ web sites – decision? No, but deepened knowledge of a selection of cars

• Order brochure of some cars – decision? No!

• Visit specific car seller (talking to salesman, reading & watching further material, testing car) - decision? Maybe.

Advertising

What is Advertising?

• Paid• non-personal communication• from an identified sponsor• using mass and interactive media• to persuade or influence• an audience.

What is Advertising?

Key elements of advertising include the determination of the best message in the most appropriate media to reach identified target audiences and to achieve stated objectives.

What Advertising Does?

• Informs

• Persuades

• Differentiates

• Reminds

• Adds value

• Assists other marcom activities


Informs


Informs

What Advertising Does?Informs


Persuades


Persuades


Differentiates

Differentiates



Reminds


Reminds

What Advertising Does?Adds value


Adds value

What Advertising Does?Assists marcom activities

Advertising: Advantages

• Ability to control message• Cost effective way to reach a large target

market (Cost per contact is low)• Ability to create images and differentiate

brands• Can sometimes strike responsive reaction

from customers • Reaches large, geographically dispersed

audiences • Builds brand image

Advertising: Disadvantages

• High costs of producing and placing ads

• Difficult to determine effectiveness

• Credibility problems

• Clutter

• Not very persuasive

Parties Involved in Advertising

• The Advertiser• The Advertising Agency• The Media• Suppliers• The Target Audience

(Buyers/Consumers)

Advertiser

The manufacturer, service company, retailer, or supplier who advertises their product or service [or cause]

• Firm that handles all aspects of the adv’g process, including planning, creation & design, production and placement of advertising (i.e. ‘full-service’)

The Advertising Agency

The Media

• A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience.

• These include television, newspapers, magazines, radio, billboards, etc.

Suppliers

• Provide specialized service• Artists, writers, photographers, directors,

producers, consultants….

• May increase or decrease advertising effectiveness.

The Target Audience

• The target audeince can be any group of people from the retailers, consumers, employees, shareholders…

• Identification of the target audience is essential for advertising.

• Adv. strategy, creative strategy, media strategy are all determined according to the target audeince.

• Research about target audience

Five main decisions in developing an

advertising program (5 M’s):1. What are advertising objectives (mission)?

2. How much can be spent (money)?

3. What message should be sent (message)?

4. What media should be used (media)?

5. How should results be measured (measurement)?

Developing and Managing the Advertising Campaign


The Five Ms of Advertising

• Objectives can be classified by aim:– Inform– Persuade– Remind– Differentiate– Add value– Assist other marcom

activities

• Mission• Money• Message• Media• Measurement



• Objectives can be classified by aim:– AIDA (attention,

interest, desire, action)

– Hierarchy of effects



• Budget of advertising:– Production budget– Media budget




• Creating advertising message:– Message aim– Message strategy

(advertising appeals)– Creative concept (Big

Idea)– Execution– Message evaluation



Special Message Strategies: Unique Selling Proposition

• Superiority claims based on unique physical feature or benefit of product

• Most useful when point of difference cannot be readily matched by competitors, i.e. product has unique characteristic or can uniquely satisfy need

Special Message Strategies: Consumer Benefit

Special Message Strategies: Promise

Special Message Strategies: Brand Image


• Developing media strategy involves:– Selecting media and

vehicles– Deciding on reach,

frequency, and impact – Determining media

timing– Deciding on media

budget allocation




• Evaluating advertising effectiveness– Communication-effect

research– Sales-effect research



Evaluating Your Advertising – Is It…

• Focused on your message, your USP?• Geared to key benefits?• Consistent with your business?• Clear, understandable?• Attention-getting, unique?• Timely?• Realistic, deliverable?• Is it bringing in customers?• Is it bringing in inquiries?

Advertising Campaign Example

Darüşşafaka Eğitim Kurumları (Darüşşafaka Education Institute)

Aims: To create awareness about ‘Darüşşafaka Eğitim Kurumları’ by emotional ways and to motivate people for donation.

To explain that the institute is not only a social help institutition, but also a place which provides qualified education for orphan and skilled children.


Target Audience: Individuals who are volunteers for donation and think that Turkey will be more modern with the good educated generations.

Media: TV, outdoor, print, cinema

Executions: http://www.effieturkiye.org/2011/index.htm


Results:

Donations (TL) 2008 2010

Individual: 2.462.000 5.587.062

Institutional: 2.188.000 6.096.053

Total: 4.650.000 11.683.125


Altınyunus Hotel in Çeşme

Problem: Altınyunus Hotel cannot fill its rooms although it has potential. Available hotel guests are not spending extra money at the hotel.

Solution: The agency identified that average age of hotel guests are high (45). More young guests should be attracted to the hotel.

Advertisings

Advertisings

Advertisings


Results: The average age of the hotel guests decreased from 45 to 35! Hotel’s capacity is used more.

Documents

Why Multiple Instruments? Imagine being interested in buying a new car! – What do you do? Watch car commercials on TV or in the Internet more attentively