What I want to do is deconstruct ways of looking at advertising strategy in order for you to be able to analyze your own strategy and create effective advertising campaigns.
Ask about Advertising Strategy or create your own page on this subject! GO TO: a€?What is Advertising? Advertising Strategy Overview Let's take a look at the key ingredients of advertising by breaking down the what and how of your message and looking at the essential building blocks that go into your advertising campaign. Your message is simply a communication of your positioning which in turn is comprised of the benefits you provide to your customers and what makes you different from your competitors.
As for how you deliver your message, your advertising strategy includes your creative strategy as well as your media strategy.
Focusing on your marketing funnel is another approach to advertising strategy with the goal of your advertisement being to progress customers along the buying process. The term Promotion encompasses all of the various ways a business can communicate with customers and includes advertising, public relations and publicity (PR), sales promotion, direct mail, the internet and direct communications as well as sponsorship. Is a paid-for, mostly non-personal form of communications and includes, TV, radio, newspaper & magazines, public transport, outdoor displays and exhibitions, billboards, brochures and catalogues and the internet. ABL uses mass media such as TV, radio, newspapers to promote brands and is used predominantly to create awareness. As the term suggests direct marketing communicates directly with a targeted customer group. To contact a customer through most but not all of the methods above a business needs to gather information on their customers.
A data base can contain some of the information shown below and is a useful source of information to assist business in customer segmentation. The key to data marketing is to ensure that the information collected is as accurate as possible and that actual and potential customers are not bombarded with telephone calls and leaflets promoting products they clearly do not want!
As we have discussed in this module before, how interested are you to buy from telesales or door to door sales people? Although, there might not be a direct cost in placing the story in say a local or national newspaper there are hidden costs such as the time needed to write the story and research contacts in the media. Public Relations can be concerned with the management and control of the process of publicity.
Public Relations is also concerned with the communication between an organisation and its key stakeholders or publics shown in the diagram. Supporting a special event or cause whether financially or materially (such as computers for schools given by Tesco) is called Sponsorship.
Why do you think that so many top brands get involved in sponsorship of top sporting events?
Although the link below follows through to a blog the amount of money used in sports sponsorship is staggering. At the time of producing this module information there was debate whether BP could be allowed to remain a sponsor of the games after their oil leak tragedy in the USA.
This is face-to-face communications with the buying customer by a representative of the company interested in selling products. The choice of promotional methods employed is influenced by a number of factors including; communication objectives, target audience needs, and promotional spend. So for example advertising has a high ability to reach a large number of potential customers, is expensive but moderately easy to control but the medium is not an effective way to deliver a personal message and offers little customer interaction.
Most business will use a combination of some maybe all of the promotional methods we have discussed, some will spend a little others will spend a lot! Integrated Marketing Communications is concerned with co-ordinating all of the marketing communication tools available rather than use one in splendid isolation.
There is an array of communications tools which can be used so it is vital to ensure that all are co-ordinated to achieve maximum effect.
Jobber (2010 p 464) says something very similar, ‘Integrated Marketing Communications is the concept that companies co-ordinate their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organization and its products. With a huge selection of marketing communications tools to chose from, many companies are moving away from using mass media advertising only and are employing a combination of promotional methods. As with any academic subject, there is plenty of theory relating to marketing and this section on communications is no exception. Shannon and Weaver in the late 1940s developed a linear process of communication looking at the source of a message and its transmission to another.
For a message to be effective, the sender's encoding process must match up with the receiver's decoding process. The key is to ensure that effective communications cut out noise or barriers to communication from the process so that understanding of the message is spot on. In order to communicate effectively, a company needs to understand its target audience at the same time determining communication objectives.
There are competing views on the effectiveness of adverting and how it works; the strong theory of advertising and the weak theory of advertising. The model importantly stresses that advertising is strong enough to increase consumer knowledge of a product and can change attitudes and buying behaviour.
Whether advertising and other communication methods too have the power to change attitudes and buying behaviour is very much open to debate, yet the AIDA model has been effectively used to design communication messages.
Chose another well known brand that advertises on TV, or in magazines or newspapers and see if the AIDA model has been applied?
Push strategy: trade promotions and personal selling efforts push the product through the distribution channels. Read the following scenario and then put together an Integrated Marketing Communications Plan for Sony’s new product as detailed in the Task instructions below.
Sony is to launch a new multi functional handset incorporating a mobile telephone, a small TV, camera, video, and MP3 player. With wireless technology this should represent one of the most up to date models in its class. Despite its high threshold price, it is anticipated that the product will also appeal to the age group 16-22, as the price is within the ballpark figure for many games consoles, although relatively more expensive than a mobile phone with added features. Design is key, and Sony has shaped the new handset on the lines of an ipod, with colour and simplicity representing key features.
Devise an outline marketing communications plan for the new Sony handset for each segment identified. Use all of the stages listed in the framework below or use the headings from the Jobber advertising framework in section 2. Affects decisions related to what, how, when, and where message will be said, as well as who will say it.
Push strategy: trade promotions and personal selling efforts push the product through the distribution channels.
Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products.


Putting the plan into action can take some time and often businesses will employ an advertising or specialist agency to undertake this work for them.
At the same time technology in tele-communications had developed to encompass the mobile phone plus digital and online television. Jobber also points out the difference between Internet marketing and Digital marketing by stating that Internet Marketing is concerned with meeting customer needs through the utilisation of the internet only whereas as Digital Marketing includes the internet, mobile phones and digital TV. Electronic commerce is often thought to simply refer to buying and selling using the internet, but as Jobber explores further it is also a provider of information. E-business is a term generally used to refer to both buy-side and sell side e-commerce and the use of Internet technologies throughout an organisation. There are a variety of forms of e-commerce from business to business to consumer to consumer. Permission based simply means that by supplying your contact details to a business you have given them permission to communicate with you. It is unlikely that the 5Is will knock the traditional marketing mix off its top spot, but it does offer food for thought. The use of internet and other digital technologies has made marketers review the application of the marketing mix in a different way as illustrated above. The big change has been place…… top UK supermarkets use the internet as a virtual shopping experience, indeed some sites have virtual shopping baskets and check-outs!
To conclude marketing is a big subject and we have touched on quite bit of it, yet there is much more to add!
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. On parle de emerging markets mais plus tard on voit que dans le scope il y a aussi les US et l’Europe, or ce slide donne l’impression que la campagne ne targetait que des marches emergents.
How you measure ROI (return on investment) of outdoor advertising is crucial when calculating the bottom line impact of marketing and advertising strategy. Analysing the factors contributing to an outdoor advertising campaign’s success or failure will help the advertiser to continually improve its effectiveness, according to studies published in the Journal of Advertising Research. Advertisers can achieve high ROI by limiting an outdoor advertising strategy to a single sales event over a certain period. Mention of the bonus or calling the phone number provided helps the advertiser calculate ROI. The analysis does not include tally of other products and services sold as a by-product of the sales event advertising. Advertising researchers acknowledge that targeting a specific demographic base is one of the challenges of outdoor advertising.
This piece was written by the team at Site Shade, printed shade cloth advertising suppliers based in Sydney, Australia. As such, it is important to look at some of the different ways of effectively strategizing in putting together advertising campaigns.
Advertising is usually analyzed by a number of formulas that boil down to the same concept of what you say and how. Your overall positioning might be made up of a number of such factors but the the purpose of a specific advertisement you will probably choose 1 or 2 benefits with which you might include a point of differentiation as well. The goal of your advertising strategy is not to say everything but rather to focus on your strongest selling point. I discuss media objectives and tactics in detail below and as for creative strategy, the components that go into making this are what emotion you are trying to create in your audience as well as what technique you use. The marketing funnel above was developed by market researchers Forrester Research and a similar approach is to move customers from Awareness to Comprehension to Conviction to Action. Along with your gimmick, this forms the creative how of delivering your message and creating an emotional response from your audience. Perhaps you have implemented a new ad campaign that is working really well or have insights into how traditional advertising is being supplanted by newer methods. It is a flexible form of communication which has the potential to reach a vast audience (depending on the medium used) yet is not always suitable if the business needs to communicate to a small, select group of customers.
The suggestion here is that agencies can be offered commission from printers for using them to print direct mail, brochures and the like. Until recently direct marketing included direct mail through the door and mail order catalogues, but due to its popularity direct marketing also encompasses telemarketing, direct response TV advertising (the red button during advertisements and the shopping channels!), door to door and personal selling and the internet. Someone somewhere must be buying in this way as this type of promotion has seen a surge in popularity in recent years. Unlike the direct marketing techniques discussed above sales promotion can be employed as an incentive to all channel members. Many companies will employ the services of a PR agency who will deal with press stories and maintain good links with the media.
This is the professional body for the UK public relations industry, providing PR training and events, PR news and research. Think of Max Clifford when some celebrity gets into trouble and how quick he takes control of the publicity. Funds are made available to a recipient organisation in return for recognition of the benefactor’s generosity. The reputation of this top global company had certainly taken a hammering and the Olympic organisers were unsure whether the games should be associated with the company. Like all of the promotions techniques we have reviewed personal selling has its advantages and disadvantages. PR on the other hand offers high credibility with low costs at the expense of low control once the media gets the story. Rather than advertise a new product or change in price on the TV only, the company will use a range of methods to ensure that the product is noticed even more by many more customers.
As consumers ourselves we do not only seek product information from the TV, but look at the internet, read magazines, leaflets and brochures and speak to sales staff. The consumers are pulling the product through the distribution channels as opposed to a push strategy which is employed to communicate to members of the distribution channel.
We shall briefly review some theories, concepts and models relating to communication starting with the communication process. In latter years Schramm (1962) added a feedback back loop to review whether the message had been received correctly. However, there can be noise in the process which hinders or halts the message being understood. Then its needs to select the appropriate media and encode a message appropriate to the audience, decide on communication strategies, what promotional tools to use and how much money to spend. Buy-side e-commerce refers to transactions to procure resources needed by an organisation from its suppliers. Changes can be made on-line almost immediately through the flick of HTML, think of changing pricing through established distribution channels. In the Western world we assume all have access to a computer yet in the developing world this is hardly the case.


The Altoids breath mint brand was introduced and sold to consumers primarily through billboards.
The advertiser takes a third step, a post-purchase survey, to analyse outdoor advertising impact. In the above example, the advertiser limited outdoor advertising to a commuter pathway (the only road consumers use in the suburban area to reach a major highway needed to drive to a nearby city) as a demographic proxy. In a nutshell, advertising consists of what you say and how you say it and my goal is to provide you with a comprehensive breakdown of all of the various ways of analyzing these two key factors. Rather that get bogged down in terminology, I will provide you with a simplified overview of advertising strategizing that covers all of these different aspects and go on to list the pros and cons of different advertising media and various advertising appeals.
More detailed sales and marketing collateral a€“ like your website, for example a€“ may list multiple benefits and a lot of other information but for the most part, ads need to be short and hit your sweet point without wasting any time.
This technique is comprised of your advertising appeal which is the a€?anglea€? you use as well as any gimmick you use which can be anything from creating a scene on TV to a colorful radio or print ad personality. I provide a comprehensive list of advertising appeals below and you can go over that to figure out what the best approach is for your own advertising strategy. Regardless of what stage a specific customer who sees your ad is at, your objective is to provide them with the information and incentive to move to the next stage and on towards a purchase and brand loyalty. Advertising Strategy Media Objectives You may decide that particular set of media is suited to your message, creative strategy or budget, or it may be that you develop a set of tactical criteria for media selection in your advertising strategy.
Just like with a lot of art that does not follow a definite process, your advertising appeal is something that you may start with or come up with at the end of your advertising planning.
A business might contract an advertising agency to design and place advertisements on their behalf in the mass media. His recent national story lines have included the girlfriend of married Chelsea footballer, John Terry and the death of Jade Goody. Recognition can include the display of the sponsors’ name and logo and plenty of public recognition of the charitable act. The good bit is that it is very intensive and aimed at a small number of customers through meetings and regular updates; good relationships can be maintained and developed. The link below shows a developmental timeline of the internet from onset to what we know today! A co-ordinated, customer-focused and harmonised use of methods from billboards to product packaging, website to internet advertising, sponsorship and publicity, in-store publicity through sales staff and sales promotions, plus direct marketing, all reiterating the same message with the same logo and branding. If the message is not consistent, say McDonalds are promoting a 50p burger on the TV but in the store the sales-staff haven’t a clue what is happening, this is a little frustrating for the consumer and hardly professional for the company.
So a manufacturer such as Wella (still on hair care!) will use promotional tools to inform their wholesaler of product pricing or change. Noise can include language and cultural differences - using the wrong language can certainly stop the message being understood!
Consumers can seek information and buy products from all over the world at any time of the day. Sell-side e-commerce refers to the transactions involved with selling products to customers. Small and medium-sized businesses without large media budgets can use outdoor advertising with great success. In this example, the dealer calculates a 36 per cent response rate and a record auto sales month.
Modest cost of outdoor advertising to develop sales leads ($5,693 to create and produce 10 billboards) yields a net return of $18,307, or 322 per cent! Most customers are not going to be able to absorb and retain a lot of information through your ad and so your goal is to get them interested so that they follow up to find out more. As for emotion, this is one of the key goals of an advertisement and without it your message will not resonate with your audience. These can include a dispersed versus concentrated media strategy, considerations of reach, frequency and length of impressions or a goal of reaching a certain percentage of your target audience for a given geography.
Here is a comprehensive list of advertising appeals for you to understand exactly what they are and what kind of appeals you might want to try in future advertising campaigns. Select it and click on the button to choose it.Then click on the link if you want to upload up to 3 more images.
Segment profile to include, wealthy younger professionals age 23-30, looking for a multifunctional device, with good design and all features in one handset. Research cited in Jobber 2010 suggests that on average people spend 29% of their time on the web. Positioning outdoor advertising close to the business location is one of the ways to prompt consumers to act now! The cost-effective campaign delivers Daily Effective Circulation (DEC) of about 12,530, about 125,300 views per day.* Over the two week posting period, the advertiser achieves a whopping 1,750,000 views. Whether you come up with your technique first or decide to focus on creating a specific emotion to start with, the combination of these elements comprises your creative strategy and is the magic behind delivering your message with impact in a way that will create a lasting impression. Advertising Strategy Marketing Objectives Your advertising strategy might be based on marketing objectives such as a specific percentage increase in sales or market share which are often the goals of advertising campaigns in large companies.
Your media objectives can also be designed around precipitating unplanned as well as planned brand contact. Another advantage is that communications can be judged so much better on a face-to-face basis. Measurement of the effect of each communications vehicle is necessary to make the best use of every ad dollar spent.
You may be looking to reposition a certain product as with the very interesting story about an Aspirin TV commercial where the company doubled sales by showing someone drop two aspirins into a glass of water instead of just one. Non-verbal communications such as body language and tone of voice, can offer clues as to how a meeting is proceeding. In others, the business can use a separate phone number or extension to count the number of outdoor advertising responses generated.
Similarly, your marketing objectives may be to introduce a new product or look for a new market for existing product based on demographics or geography, for example.
Make use to use plenty of a€?loadeda€? words and scenes to get your customers really wowed a€?Patriotism: advertisers often appeal to our sense of national identity, purpose or community in order to sell more products and services. Simple calculation of ROI involves dividing the number of leads or sales by the total cost of outdoor advertising. Can you? a€?Associate: tie your offering to the finer things in life through associations. These may be endorsements, categorizing your offering in a certain class or simply showing it with others a€?Studies: are there any experiments you can do to show your offering in the best light?
Even ad-hoc a€?unscientifica€? tests and anecdotal evidence can be a powerful advertising strategy a€?Public Service: can you convey a public service message that is tied to your product or service? Similarly, your ad can create drama that your offering helps fix a€?Metaphors: is your product or service like having an umbrella on a rainy day?



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