MKT 455 Many factors affect sales. Marketing Strategy Advertising - PDF document

Advertising Objectives MKT 455 Marketing Strategy Sales-Related Objectives Advertising to Sales relationship not well understood. MKT 455 MKT 455 Many factors affect sales. Marketing Strategy Advertising can have “lagged effect.” Marketing Strategy Still commonly used because advertisers demand it. Promotion Strategy Advertising Objectives Advertising Creative Strategy MKT 455 MKT 455 Marketing Strategy Marketing Strategy Sales-Related Objectives Advertising Creative Purchase Behavioral Creative Strategy: Definition of Creativity in Advertising Communications Objectives An attention getting and catalytically relevant representation of the Liking brand position that is generated in a form detailed enough to be executed and tested, and amenable to multiple executions. Affective Preference Capable of speeding the decision process of consumers. Knowledge Cognitive Awareness Advertising Creative Strategy Advertising Creative Strategy MKT 455 MKT 455 Marketing Strategy Marketing Strategy Advertising Creative Advertising Creative Creative Strategy: Definition of Creativity in Advertising Creative Strategy: Definition of Creativity in Advertising An attention getting and catalytically relevant representation of the An attention getting and catalytically relevant representation of the brand position that is generated in a form detailed enough to be brand position that is generated in a form detailed enough to be executed and tested, and amenable to multiple executions. executed and tested, and amenable to multiple executions. Advertising must be consistent with the larger brand strategy. Advertising copy testing (pre and post) is essential. 1

Advertising Creative Strategy Advertising Creative Strategy MKT 455 MKT 455 Marketing Strategy Marketing Strategy Advertising Creative Advertising Creative Creative Strategy: Definition of Creativity in Advertising Creative Strategy: Definition of Creativity in Advertising An attention getting and catalytically relevant representation of the An attention getting and catalytically relevant representation of the brand position that is generated in a form detailed enough to be brand position that is generated in a form detailed enough to be executed and tested, and amenable to multiple executions. executed and tested, and amenable to multiple executions. A good idea can generate numerous commercials. Advertising Creative Strategy Advertising Creative Strategy MKT 455 MKT 455 Marketing Strategy Marketing Strategy Advertising Creative Advertising Creative Creative Strategy: Evaluation of Creative Creative Strategy: Importance of Good Creative 1. clear identification of sponsor and product 2. High Highly Positive Attitude clear communication of product benefit and/or offer Must have 3. Moderately Positive Attitude clear link to marketing strategy (image consistency) Product 4. Trial memorability or psychological impact Weakly Positive Attitude Nice to have 5. clear instructions to the interested audience Low Low High Schedule Intensity Advertising Media Strategy Advertising Media Strategy MKT 455 MKT 455 Marketing Strategy Marketing Strategy Advertising Creative Advertising Creative Advertising Media Advertising Media Media Selection Media Selection Image Consistency Image Consistency Target Accessibility and Use Target Accessibility and Use Cost per Thousand (CPM) Cost per Thousand (CPM) Information Availability (Issue with Digital Media) Total Cost of Media Schedule CPM = Gross Impressions × 1000 Impression: one exposure one time to one person (more later) 2

Advertising Media Strategy Advertising Media Strategy MKT 455 MKT 455 Marketing Strategy Marketing Strategy Advertising Creative Advertising Creative Advertising Media Advertising Media Outcome Frequency Response Variable Media Selection Media Selection Relationship Between Reach and Frequency Message Distribution Message Distribution Reach Unitary Response Reach Versus Frequency Reach Versus Frequency Frequency Frequency Advertising Media Strategy Advertising Media Strategy MKT 455 MKT 455 Marketing Strategy Marketing Strategy Advertising Creative Advertising Creative Advertising Media Advertising Media Media Selection Media Selection Gross Rating Points Message Distribution Message Distribution Summary measure of schedule intensity Reach Versus Frequency Reach Versus Frequency Hits versus Page Views Need three pieces of information GRPs GRPs Gross Impressions Digital Media Metrics Clickthrough Rate Average Frequency Abandonment Rate Reach (percent or rating) 3