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Transcript of The Advertising Plan C38. Objectives List advantages and disadvantages of newspapers, magazines,...
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The Advertising Plan C38
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ObjectivesList advantages and disadvantages of
newspapers, magazines, direct mail, television, and radio.
Explain the four factors to be considered when choosing media.
Describe how effectiveness of advertising is determined.
Name two benefits of advertising.Explain why laws have been passed to
regulate advertising.
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Marketing Termsadvertising agencyadvertising planBetter Business Bureau (BBB)
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advertising terms
Handout
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An advertising agency develops ads and commercials for other businesses
©2007 JupiterImages Corporation
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The Advertising Plan
Advertising plan a plan that specifies how the money budgeted
for advertising will be used developed by
advertising department of the company oradvertising agency
indicates the appropriate media to use indicates where ads should be placed to reach
the target market
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Corporations, nonprofits, and governments spend billions of dollars on advertising
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Selection of Media
The key to a successful advertising plan choose the most
appropriate media based on the product, target market,
and budgetadvantages and
disadvantages of each medium
Photo by Amy J. Berk
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Slogans Worksheet
Snap crackle and get to work
The slogan Work-Sheet.
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Factors to Consider1. target market and the media
habits of its members2. type of product to be
promoted3. nature of the message4. cost
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Target Market
Which media does your target market listen to or view? many businesses hire
marketing research companies that specialize in answering this question
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Type of ProductDifferent media are better for
different types of productsTelevision is popular for consumer
products because the audience is large and diverse it can show how a product is used it can use actors to portray emotions
Describe a TV commercial. Do you think it persuaded watchers to buy the product?
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Type of Product
Magazines are usually used for advertising fashions because the quality of
reproduction is high so ads appear
attractive
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Type of Product
B2B products are generally advertised in trade publications, at trade shows, and online
National Restaurant Association
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The MessageDifferent media work better for
messages of different length and complexity simple messages
work best on TV and radio more complex messages
are better delivered in print ads, such as direct mail or specialty magazines
or on the Internet
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Cost of Media
The cost of media varies widely network TV is most expensive
not necessarily the best for all products local cable TV is less expensive radio is inexpensive and has wide reach Internet is relatively inexpensive, but has
limited reach local newspapers are relatively inexpensive
and have wide reach
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The COST of Advertising Worksheet
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Effectiveness of Advertising
It is difficult to determine the effectiveness of advertising when a customer
enters a store and buys a product, it is nearly impossible to trace the influences
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Effectiveness of Advertising
Marketing researchers have developed ways to determine whether an ad achieves its goals before the ad appears to the general public
focus groups are used to test the ad’s overall effectiveness
after the ad appearstesting measures the increase in awareness
of the brand and its image
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Effectiveness of Advertising
Effectiveness of direct mail campaigns is often easier to measure by counting the number of
response cards sent backphone inquiries receivedWeb site hits
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Advantages and DisadvantagesMajor types of mediadirect mailoutdoor and transitdirectoriesradioonline
specialtymagazinestelevisionnewspapers
WORK-SHEET / AssignmentFor each medium, list its advantages and disadvantages in terms of showing the product, reaching customers, and cost.
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Advertising and SocietyBenefits of advertising
inform customers of choices speed acceptance of new products, which
encourages product development increase demand, which increases need for
production, which increases hiring stimulate competition, which leads to newer,
cheaper, better products pay for broadcast media, the arts, and public
service announcements
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What benefits have you experiencedfrom advertising?
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Advertising and Society
Responsibilities of advertisers tell the truth about a product, its price, its
materials, its source, and the actual advantages it can offer
avoid being deceptive in advertising and pricingSome advertisers have not been truthfulLaws have been passed to
protect consumers from improper and deceptive advertising practices
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Laws and Regulations
Laws established federal agencies that monitor advertisers’ actions and enforce regulations Federal Trade Commission (FTC) Food and Drug Administration (FDA) Federal Communications Commission
(FCC) Patent and Trademark Office Library of Congress
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Self-RegulationThe advertising industry
prefers to regulate itselfestablished organizations that help it
self-monitor and self-regulateBetter Business Bureau (BBB)National Advertising Review
CouncilAmerican Advertising Association
Do you have any complaints about the advertising or selling practices of a store?
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Self-Regulation
Better Business Bureau (BBB) local BBBs handle
complaints about the advertising and selling practices of local businesses
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Ethics
Even with federal laws, advertisers have a great deal of freedom ethics begin where the law ends ethical advertising follows the rules of truth
and accuracy regardless of the situation industry organizations promote ethical
advertisingSometimes a company believes it is
acting ethically, then learns the public disagrees
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Social Responsibility
Advertisers often donate their expertise to promote charitable causes and events examples: American Cancer Society’s “Walk
for a Cure” and the Muscular Dystrophy Association’s “Jerry Lewis Telethon”
Some professional organizations within the advertising industry help advertisers donate time and money for
civic events and community projects
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Legal Guidelines
Handout
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Find an Advertising Agency
Handout
Assignment
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The end
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Review What is an advertising plan? List the four factors to consider when choosing
an advertising medium. How does the type of message affect the
choice of media? What are some of the benefits of advertising? Why do laws exist to regulate advertisers?
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Glossary advertising agency. Business that
develops an ad or commercial, and then places it in the appropriate media.
advertising plan. Plan that specifies how the money budgeted for advertising will be used.
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Glossary Better Business Bureau (BBB).
Organization that promotes fair advertising and selling practices across all industries.
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