Archive for July 22nd, 2010

Unit 3, Part I, The Advertising Campaign

Posted on July 22, 2010. Filed under: Advertising | Tags: , , , , |

  • Attached Files
  • File How to create an advertising strategy.doc (33.5 KB)

    • Principles of Advertising

    Unit 3, Part I , The Advertising Campaign

     
    For this assignment, you will learn:
    – What is included in an advertising campaign
    – how to create an advertising campaign
    – examples of successful campaigns
    Read the content in the attached document and links:
     I. In your Blog, describe:
     a.  The SWOT analysis and how it works
     b. What an Advertising Campaign is used and how to create one
     c. Site an example of both a national and local (Texas)  Advertising Campaign (add links to show the rest of the class the campaigns as well, please)
    Resource links:
    Due: Friday, July 23 at 5 p.m.
     

    a. Describe a SWOT analysis and how a SWOT analysis works

     
    A SWOT analysis is an evaluation method of the Strengths, Weaknesses, Opportunities, and Threats of a business venture, project or person.
    The first step is to determine what the objectives or desired end state of the business venture, project or person.
    Then the Strengths, Weaknesses, Opportunities, and Threats  are identified.
    Strengths are attributes of the business, project or person that are helpful to achieving the objective(s).
    Weaknesses are attributes of the business, project, or person that are harmful to achieving the objective(s).
    Opportunities are external conditions that are helpful to achieving the objective(s).
    Threats are external conditions which could do damage to the objectives(s).
    Once the SWOTs are identified, the decision makers must make a determination of whether the stated objective is attainable.
    If the stated objective is not attainable, then the objective is changed.
     

    How to Do a SWOT Analysis

     
    b. What an Advertising Campaign is used and how to create one
     
    An advertising campaign is a planned and coordinated advertising effort  for a series of advertisements  over a specific time period with the objective to sell a product, service or brand.
     
    An advertising campaign usually last from a month to a year.
     
    The members of the advertising campaign team are responsible for the coordination of all types of advertising including print (newspapers and magazines), broadcasting (radio and television) and online.
     
    Based on the client company’s needs, a budget is established, the advertising campaign team creates a theme or slogan and recommends an advertising strategy for the best exposure of the client.
    An advertisement is created and then placed in the appropriate media outlets.
     
    An advertising campaign usually follows  these broad steps:
     
    1. Market Research
    2. Budgeting
    3. Setting goals
    4. Advertising venue
    5. Choosing creatives
    6. Design and wording
    7. Placing the ad
    8. Evaluation

    The late advertising legend David Ogilvy emphasizes the importance of discipline in art and the need to follow rules and regulations to produce a great  advertising campaign.

    An advertising campaign is created by developing and writing an advertising campaign plan and executing the plan effectively and efficiently within budget and schedule constraints.
     
    Below is framework or outline of a national advertising campaign planning document developed by Jim Avery in his book. Advertising Campaign Planning: Developing An Advertised-Based Marketing Plan.

    Chapter 1: Situation Analysis 

    A. Current Users
    B. Geographical Emphasis
    C. Seasonality
    D. Purchase Cycle
    E. Creative Requirements
    F. Competitive Sales
    G. Competitive Media Spending
    Chapter 2: Research
     
    A. Objectives
    B. Strategies
    C. Methodology
    D. Summary of Findings

    Chapter 3: Problems and Opportunities 

    Chapter 4: Marketing Objective 

    A. Number
    B. Rationale

    Chapter 5: Budget 

    The Advertisng Campaign Planning Document

    Chapter 6. Marketing Strategy

    A. Promotion
          1. Advertising
               a. Creative
               b. Media
               c. Production
         2. Sales Promotion
              a. Consumer
              b. Trade
         3. Pubic Relations
         4. Direct Marketing
              a. Direct Response Media
              b. Telemarketing
         5.Event Marketing
             a. Consumer Events
             b. Trade Events
         6. Miscellaneous
             a. Personal Selling
             b. Packaging
             c. Merchandising
             d. Promotional Products
    B. Product
    C. Pricing
    D. Distribution (Place)
    E. People
    F. Rationale

    Chapter 7: Advertising Creative

    A. Target Audience
    B. Objective
    C. Strategy
         1. To Convince…
         2. To Use…
         3. Instead of…
         4. Because…
    D. Support
    E. Consideration
    F. Tone
    G. Rationale
    H. Tactics

    Chapter 8: Advertising Media

     
    A. Objectives
          1. Target Audience
          2. Geography
          3. Seasonality
          4. Continuity, Flighting, etc.
          5. Creative Constraints
          6. Reach vs. Frequency
    B. Strategies
          1. Media Mix and Types
          2. Media Format or Classes
          3. Geographic Use
          4. Seasonal Use
          5. Flighting vs. Continuity
    C. Rationale
         1. Support of Strategy
         2. Support of Delivery and Efficiency
    D. Tactics
          1. Media Vehicles
          2. Reach/Frequency
          3. Cost Summary
         4. Flow Chart
         5. Sales to Advertising Comparison
              a. History
              b. Designated Marketing Area (DMA) by Brand Development Index (BDI)
         6. Competitive Media & Sales Review
         7. Target Group/User Analysis
          8. Detail on Media/Medium Planned
               (Decision Grid)
               a. CPM
               b. Reach
               c. Circulation
               d. Cost/Discounts
               e. Editorial Content
    E. Buying
         1. Constraints
         2. Rationale

    Chapter 9: Sales Promotion

     
    A. Consumer Promotion
          1. Current Situation
          2. Objectives
          3. Strategies
          4. Rationale
          5. Tactics (Events)
          6. Payout
    B. Trade Promotion
         1. The Rise of the Retailer
         2. “Slotting Allowance”
         3. Motivation 

    Chapter 10: Marketing Communications (MARCOM)

    A. Public Relations
          1. Current Situation
          2. Objectives
          3. Publics
          4. Strategies
          5. Rationale
    B. Direct Marketing
         1. Current Situation
         2. Objectives
         3. Rationale
    C. Event Marketing
         1. Current Situation
         2. Objectives
         3. Rationale
    D. Miscellaneous

    Chapter 11: Evaluation (Research)

    A. Current Situation
    B. Objectives
    C Strategy
    D. Tactics (Methodology)

    Chapter 12: Test Marketing

    A. Objectives
    B. Strategies
    C. Tactics (Methodology)
    D. Rationale
    E. Evaluating
     
     The above advertising campaign outline or framework  document is for a national campaign and needs to be modified and scaled back for a local advertising campaign. However, some of the national level elements are still applicable and need to be addressed for local and smaller advertising campaigns.

    David Ogilvy provide the following useful definition:

    “…a good advertisement is one which sells the product without drawing attention to itself. It should rivet the reader’s attention on the product. Instead of saying, “What a clever advertisement,” the reader says, “I never knew that before. I must try this product.” (page 90 of Confessions of An Advertising Man).

    David Ogilvy gives the following eleven recipes of how to build a great advertising campaign in his book, Confessions of an Advertising Man, pages 91-103:
     
    1. What You Say Is More Important Than How You Say It.
    2. Unless Your Campaign Is Build Around a Great Idea, It Will Flop.
    3. Give the Facts.
    4. You Cannot Bore People into Buying.
    5. Be Well-Mannered, But Don’t Clown.
    6. Make Your Advertising Contemporary.
    7. Committees Can Criticize Advertisements, But They Cannot Write Them.
    8. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Pulling.
    9. Never Write an Advertisement Which You Wouldn’t Want Your Own Family To Read.
    10. The Image and the Brand must be coherent and stable and the advertising must contribute to this.
    11. Don’t Be A Copy-Cat.
         
        
     
     
     
     
    c. Site an example of both a national and local (Texas)  Advertising Campaign (add links to show the rest of the class the campaigns as well, please)
     

    National Advertising Campaign

    Honda’s Power of Dreams Campaign is a national corporate brand campaign that builds on Honda’s corporate theme, “Power of Dreams”:

    http://dreams.honda.com/#/background

     

    http://dreams.honda.com/#/video_la

    Honda Creates Original Short-Film Documentaries for Corporate Brand Campaign
    One Film in the Cinematic Series by an Acclaimed Director to be Screened at Sundance Film Festival

    http://world.honda.com/news/2009/c090112Original-Short-Film/printerfriendly/index.html

    Kick Out the Ladder

    Racing Against Time

    Honda the Power of Dreams Failure: The Secret to Success

      Background Information

    Honda “Impossible Dream” Commercial

    the new Honda Impossible Dream 2010

     

    Local (Texas) Advertising Campaign

    University of Texas at Austin has a Texas advertising campaign with the theme of “What Starts Here Changes the World,” with nine broadcasting television spots.

    http://www.utexas.edu/inside_ut/tvspot/ 

    University of Texas at Austin ““What Starts Here Changes the World”

    University of Texas Ad – Minds

    University of Texas Ad – Soul

    University of Texas Ad – We’re Texas

     

    University of Texas Ad – Change

     

    University of Texas Ad – Gutenberg

     

    University of Texas Ad – Sole Purpose

    University of Texas Commercial – “We’re Texas” Rallying Cry Ad

     

    University of Texas Ad – Yet

     

    Background Information

    SWOT analysis: how to create a useful one

     

    Market segmentation: a case study OxfordLearningLab

    How to Advertise to market segments

    World Class Marketing – Market Segmentation

    Marketing communications: The scope

     

    SWOT

    “…SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

    A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning, has been the subject of much researchCitation Needed.

    • Strengths: attributes of the person or company that are helpful to achieving the objective(s).
    • Weaknesses: attributes of the person or company that are harmful to achieving the objective(s).
    • Opportunities: external conditions that are helpful to achieving the objective(s).
    • Threats: external conditions which could do damage to the objective(s).

    Identification of SWOTs are essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.

    First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.

    The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats [citation needed]. It is particularly helpful in identifying areas for development [citation needed]. …”

    http://en.wikipedia.org/wiki/SWOT_analysis

    “…Honda’s Impossible Dream is a panoramic 2 minute long television commercial that was launched on December 2, 2005 in the United Kingdom. It anchored the “Power of Dreams” campaign which also included a website with extensive information about the series of vintage Honda vehicles that were chosen to illustrate the dreams of the founder of Honda. It features an actor (Simon Paisley Day) singing, riding and driving across the scenic shorelines and roads of New Zealand, Twin Ring Motegi in Japan, and the Iguazu Falls in South America. …”

    Defintion of Advertising Campagin

    “…Coordinated series of linked advertisements (broadcast usually through several media channels) that (1) focus on a common theme and one or few brands or products, (2) are directed at a particular segment of the population (targeted audience), and (3) are aimed at achieving a specific objective (such as awareness or market share). Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years. ..”

    http://www.businessdictionary.com/definition/advertising-campaign.html

    “…Top 10 Tips for an Effective Advertising Campaign

    The goal of advertising is to cost-effectively reach a large audience and attract customers. If done correctly, advertising can enhance the success of your business. Here are 10 advertising tips to pay attention to:

    1. Go after your target audience. An advertising campaign should be geared to your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers. For more information, read How to Identify and Reach Niche Markets for Your Business.
    2. Highlight your competitive advantage. One of the keys to all advertising is to accentuate the pros of your company, those factors that give you your competitive edge. Too many ads are clever but fail to sell the benefits of the product or service.
    3. Establish an image. You can recognize the McDonald’s arches while whizzing by on the highway. Likewise, there are plenty of products that you recognize by their packaging or logo. Image counts when it comes to advertising and promoting your business. Too many advertisers do not work to build a consistent image. Check out Three Brand Identity Myths That Will Bring Your Business Down for additional issues to avoid.
    4. You have to spend money to make money. There are ways to save money, but typically advertising is not the place to cut corners. It will affect sales, and that affects the bottom line. Successful advertising may cost some money, but that is because it works. Check out More Bang for Your Advertising Buck for cost-cutting tips that won’t cut your goals.
    5. Advertise in the right places. Your favorite magazine, radio station, or even television program might not be a favorite of your audience. Know what they read, watch, and listen to, and advertise in media that reaches your target market.
    6. Don’t allow your budget to run your advertising campaign. If you budget $5,000 per month for advertising, you’ve made it very easy from a bookkeeping perspective. However, if like most businesses you have seasonal highs and lows, you are spending too much money advertising during down times and not enough when you want to attract customers. Too many entrepreneurs do not budget according to their seasonal advertising needs.
    7. Diversify. It is all too common for business owners to choose the best place to advertise based on price and potential rate of returns and then stop. As is the case with investing, you do not want to put all of your eggs in one basket. Spread your advertising dollars around.
    8. Don’t try to be everything to everyone. No product or service will appeal to everyone. Many business owners, including corporate executives, try to come up with ways to reach every market. Typically, this does not work. It can spell disaster for small businesses, who cannot afford to spread themselves too thin. Therefore, find your market and be everything you can be to that audience.
    9. Test your ads in advance. If you have the time or money to invest in focus groups, you should test your ads on other people. Do they understand and accept the message that you are trying to convey? For further information, read Focus Groups: How They Can Work for Your Small Business. There are other less-expensive ways to test your ads as well: questionnaires, for example. The article Creating Questionnaires for Gathering Market Research can be helpful.
    10. Monitor your ads. It is very easy to ask new customers or clients where they heard about you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous to know which ads generate business….”

    http://www.allbusiness.com/marketing/advertising/3983-1.html

    Read Full Post | Make a Comment ( None so far )

    Unit 2 Part 2 Modern and Traditional Advertising Techniques.

    Posted on July 22, 2010. Filed under: Advertising, Bandwagon, Bathroom, Communications, Contextual, Keyword/Pay Per Click/Cost Per Action, Magazines, Mass Media, Mobile, Movies, Music, Newspapers, Pixel, Placement, Print Media, Public Relations, Radio, Television, Testimonials/Endorsements, Web, Web Banner | Tags: , , , , , |

    Part 2: Compose a 500-word essay comparing and contrasting modern advertising methods with traditional methods (read attached article “Modern Advertising Methods”).

    Focus on how advertising has changed and/or stayed the same. Post this essay in your blog by Thursday, July 22 at 5 p.m. 

    There are several types of advertising including : 

    1. Product/service 

    2. Branding 

    3. Institutional/issue 

    4. Public service announcement. 

    There are also several advertising media: 

    1. Print media (newspaper and magazines) 

    2. Electronic media (radio and television) 

    3. Online (computer and cellphone) 

    4. Public spaces (billboards, buildings, buses, bus stops, taxis and signs) 

    5. Directly to people (direct mail and telemarketing). 

    As new media were developed the methods of advertising changed. The first advertisements were in local newspapers. 

    This was followed by advertisements in magazines for a broader regional or national audience. 

    The print media advertisements were largely text supplemented with illustrations and later photographs and the use of color. 

    With the advent of commercial radio broadcasts, audio (voice and music) was used to advertise products and services to radio show listeners. 

     When television took off starting in 1948, advertisers still used text, illustrations, photographs and audio in their commercials that were first in black and white, then color and now high-definition. 

    Now, however film or videos could be used to make commercials that were broadcast to television show viewers. 

    Starting in 1995 the internet and the world-wide web  provided  a media where the viewer of a web site could interact with the advertising by first searching for the specific information and next selecting the advisement that was most relevant to them. 

    This interaction consisted primarily of the viewer clicking on buttons or hyperlinks or filling out forms that were submitted and saved in databases. 

    Today advertising in print media such as  newspapers and magazines and broadcasting media such as radio and television are  considered traditional advertising. 

    Modern advertising increasingly uses the world-wide web to deliver the advertisers’ message aimed primarily  sell the products and services and the  brand name of the advertiser. 

    Both traditional and modern advertising still use text, illustrations, photographs, images, audio, movies and videos as media to deliver the advertiser’s message.  

    As consumers spent more and more time on computers and cell phones and less time reading newspapers and magazines,  listening to radio, and watching television, the advertisers started moving more and more of their advertising budget to online advertising on web sites viewed either on a personal computer or cell phone. 

    Text,  illustrations and photographs first used in traditional advertising are also  being used in modern advertising including web banner, blog, mobile, contextual, keyword, promotional, pixel and public relation advertising. 

    With traditional radio and television advertising the listener or viewer must watch a scheduled television broadcast which includes the advertiser’s commercial message. The communication is largely one way from the source to the receiver of the advertiser’s message. The audience is large, heterogenous, anonymous (usually unknown) and passive with little opportunity for feedback. 

    With modern online advertising the viewer or listener can actively interact with the advertiser’s message by deciding first whether they even want to see the advertisement and then have an opportunity to fill out a form to obtain additional information and free promotional items  from the advertiser or even purchase the product or service over the web. The communication is two-way from the source to the receiver and back again,. The audience is smaller and targeted, more homogeneous, known and active with opportunities for immediate and later feedback. 

    The techniques of modern advertising are different from traditional advertising and largely reflect the new media’s use of computers, mobile devices or cell phones, and networks to deliver the advertiser’s message. 

    Advertising on web sites consists mainly of web banner ads appearing on the top of a web page. 

    The early web banner ads were largely static text combined with images consisting of illustrations and/or photographs. 

    Today many web banners ads now have added animations, games and video clips such Flash movies and videos embedded into the web banner ad area of the web page. 

    The difference between web banner advertising and television advertising is the computer user decides when and what site to visit and decides whether they want to click on an advertisement to obtain additional information about the product or service being promoted. 

    Cable and satellite television do however let the viewer decide when they want to watch a particular program or movie. 

    Videos used in television commercials are also being repurposed to be used again in online video advertising . 

    More and more people and businesses have blogs or web sites where people and businesses express themselves and respond to comments and questions asked by the blog’s viewers. 

    The popularity of blogs has attracted advertisers who place advertisement such as web banner ads or sidebars to promote the sale of their products and service that are relevant to the blog post or blog. 

    Advertisers can place and target their ads based on the content, tags and categories of a blog post. 

    Viewers of a blog post on a specific subject or  category will also view a web banner ad related to the subject of the  post above the blog post. 

    For example a blog post on the American revolution may view a banner ads about American history books or the American revolution. 

    Thus the modern advertising techniques of web banner ads and blog advertising enable advertisers to target a very narrow audience of those most interested in the advertisers products and services. 

    This is in sharp contrast to both printed media advertising and commercial radio and television advertising where the targeted audience is much broader. 

    Many advertisements on web sites and blogs previously seen on a computer screen are now also available for viewing on cell phones. 

    This advertising is called mobile advertising or cell phone advertising. Those viewers of an ad may be sent a text message with a promotion or attentional information about a product or service. 

    Defining Mobile Marketing

    SMS text messaging can be used to send text messages to cell phone users that have expressed an interest in receiving information or an advertising message about a product or service. 

      

    Part 1: Introduction to Mobile Marketing
     

     

      

    Part 2: Introduction to Mobile Marketing

    Modern advertising includes both contextual advertising and keyword advertising techniques that are used on web sites with search engine applications. 

    Today’s search engines are used by both computer and cell phone users to seek information. 

    Search engine sites such as Google, Bing and Yahoo use contextual advertising to display the most relevant advertisements. 

    Based on the entry typed into the search engine box, advertisements will be displayed usually at the top of the returned results page or in a separate column or panel on the far right or left of the web site page.
    Keyword advertising also known as pay-per-click and cost per action advertising are used by search engine sites to sell advertising space on the web site pages to advertisers. Advertisers pay-per-click for viewers who click on an advertisement on the search returned page. 

    Pay Per Click Advertising Secrets

     

    While online advertising on web sites and blogs is by far the largest portion of modern advertising, the fastest growing is online video ads. 

    Also the use of promotional advertising where giving promotional items away also worked very well on the web. An advertiser’s message is pushed to the viewer of a web site and information about the viewer is pulled from them by having the viewer fill out and submit a form to get the free valuable promotional item and information. 

    Web 2.0 – Promotion Methods that get Results – Video

    However, not all modern advertising is solely online advertising. 

    Modern advertising also includes testimonials and endorsements, bandwagon, promotional, and bathroom advertising that has evolved from traditional advertising in the print, electronic and public space media. 

    Testimonials and endorsements especially by celebrities, bandwagon and surrogate advertising  use propaganda advertising techniques.  

    If some celebrity gives a testimonial and endorsement of a product, then you too are more likely to buy the product. 

    With bandwagon advertising you will usually find such words as everyone, ours, we,  yours, universal, call and act now, don’t miss out, join the sensation,  and what are you waiting for? 

    What is Propaganda

    The advertiser wants you to jump or hop on the bandwagon and purchase their products and services just like everyone else is doing. Bandwagon advertising is  like peer group pressure. If everyone is buying and using the product or service, you should be buying and using the product or service. 

    Propaganda Bandwagon

    Bandwagon advertising has been used in the past in traditional advertising and is now being used online with YouTube videos as well: 

    Hopping on the Advertising Bandwagon…

    Getting Your Business on the Blogging Bandwagon

    When alcohol and cigarette products are banned from advertising on broadcast radio and television, an advertiser can use surrogate advertising to promote the product using their brand name with another of its products which is not banned under a nation’s laws. 

    The following online Youtube advertisement does exactly this by using the brand name, Club Royal, and the drink, apple juice, as a surrogate advertisement for Club Royal Whisky: 

    Surrogate Advt for CLUB ROYAL WHISKY produced by AUTUMNCART

    Surrogate advertising is also used by pharmaceutical companies who cannot advertise prescription medications. However, pharmaceutical companies can have an informational commercials about a disease or condition and have the  medication branding scattered throughout the advertisement to get consumers used to the brand. 

    Modern advertising has even come to public bathrooms with the placement of ads on the back of doors and on mirrors. Face it, you have a captive target audience and theadvertiser’s messages are being read: 

    Opportunity Knocks – AllOver Media Restroom Ads

     

    Marketing Mirror/ Mirror Image by LuxuryTec :: The Original

    Magic Display Advertising Mirror

    Indoor Restroom Digital Billboards Greensboro NC

    What is next in the modern advertising world? 

    How about high-definition digital signage and interactive mirror advertising? 

      

      

    An Introduction to Digital Signage

    Interactive Mirror for DIESEL GINZA

    http://www.youtube.com/watch?v=QU5DrVu2gdg&NR=1  

    All advertising, both traditional and modern, uses some combination of text, images, illustrations, photographs, audio, and video to deliver the advertiser’s message whether that be to promote the sale of goods and services, a brand name, institution, issue or a public service announcement. Advertising is a big, growing and changing business. 

      

    Background Information

    Ogilvy’s New Media Guru On Online Advertising
     

      

    The Future of Online Advertising is Video
     

      

    Video Ads on YouTube will be Predominately Professional
     

      

    David Hallerman on Gateway Advertising
     

      

    Online Video Advertising Must be “Contextual”
     

      

    What Is Surrogate Advertising? 

    “…Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. For example, a cigarette company might issue public service announcements relating to a topic such as lung cancer, using the company’s logo or distinctive brand colors in the ads so that people are exposed to the company’s branding without seeing an explicit ad for the company’s product. The company would justify the advertisement by claiming that it’s an example of social responsibility. …” 

    http://www.wisegeek.com/what-is-surrogate-advertising.htm

    Read Full Post | Make a Comment ( None so far )

    Liked it here?
    Why not try sites on the blogroll...