Chapter 8:

ADVERTISING:
MESSAGES
and
MEDIA

2.1
8.1
The Nature and Scope of Advertising
ADVERTISING – A PAID, MASS-MEDIA ATTEMPT TO PERSUADE.
SIMPLE BUT COMPREHENSIVE DEFINITION

INCLUDES A COMPANY OR ORGANIZATION THAT PAYS FOR

ADVERTISING REFERRED TO AS:
 Client
 Sponsor
COMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE MET
 Communication Must be Paid For
 Communication Must be Delivered to an Audience via Mass Media
 Communication Must be Attempting Persuasion

8.2
The Nature and Scope of Advertising (con’t)
ADVERTISING, ADVERTISEMENTS, AND ADVERTISING CAMPAIGNS
 Advertising – Paid, Mass-Media Attempt to Persuade
 Advertisement – Specific Message Placed to Persuade an Audience
 Advertising Campaign – Series of Coordinated Advertisements that
Communicate a Reasonably Cohesive & Integrated Theme
 Theme May Be Made Up of Several Claims – Should be Essentially
One Theme
 Advertising Campaigns may be Developed Around a
Single Advertisement, or Several Advertisements

8.3
Advertising Campaigns Use a Series of Coordinated
Advertisements with a Similar Look, Feel, and Message
The Nature and Scope of Advertising (con’t)
 Audiences for Advertising: Audience and Target
Audience
 Audience Categories
 Household Consumers

 Business Organizations

 Trade Channel

 Professionals

 Government

8.5
Some Advertising Targets Professionals
Like This Ad Aimed at Doctors
Audience Geography
 Globalized Advertising
 International Advertising
 National Advertising
 Regional Advertising
 Local Advertising
 Co-op Advertising

8.7
Not All Advertising is International or Even National-
This Ad Targets a Local Audience
Advertising Message Strategies
Message Strategy – Consists of the Objectives to Pursue and Methods
Used in an Advertisement or Advertising Campaign

PROMOTE BRAND RECALL

LINK A KEY ATTRIBUTE TO A BRAND NAME
INSTILL BRAND PREFERENCE
SCARE THE CONSUMER INTO ACTION
TRANSFORM CONSUMPTION EXPERIENCES

8.9
Advertising Message Strategies (con’t)
PERSUADE THE CONSUMER; LARGEST CATEGORY OF AD
STRATEGY
 Reason-Why Ads
 Hard-Sell Ads
 Comparison Ads
 Information-Only Ads
 Testimonial Ads
 Demonstration Ads
 Advertorial Ads

INVOKE A DIRECT RESPONSE

8.10
Media-Planning Process

DEFINITIONS
 Media Plan – Specifies Media in which
Advertising will be Placed
 Media Class – Broad Category of Media
such as Television, Radio, or Newspapers
 Media Vehicle – Particular Option for
Placement within a Media Class8.13
Media-Planning Process (con’t)
MEDIA OBJECTIVES – SET SPECIFIC GOALS
FOR MEDIA PLACEMENT IN 3 AREAS:
 Reach – Media Chosen Must Reach the Target Audience
 Graphic Scope of Media
 Identify Media that Cover Same Geographic Area
 Competition is a Complicating Factor
 Geo-Targeting – Placed Advertisements in Geographic Regions
Where Higher Purchase Tendencies are Evident
 Message Weight
 Duplication of Exposure
 Unduplicated Audience Measurement
 Gross Impressions
 Between-Vehicle Duplication
 Within-Vehicle Duplication

8.14
Media-Planning Process (con’t)
MEDIA STRATEGIES
 Reach and Frequency
 Reach

 Frequency

 Gross Rating Points

 Effective Frequency

 Effective Reach

8.15
Reach is a Key
Message Strategy

8.16
Media-Planning Process (con’t)
 Continuity
 Continuous Scheduling
 Flighting

 Pulsing

 Length or Size of Advertisements

8.17
Media-Planning Process (con’t)
MEDIA CHOICES
 Media Mix
 Concentrated Mix – Focuses all Media Placement $$$ in
One Media
 Assorted Mix Media – Enjoys Multiple Media
Alternatives
– Different Messages/Different Media
– Same Message/Placed in Different Media
 Audience Duplication

– Multi-Media Placement
– Assorted Media Mix
8.18
Media-Planning Process (con’t)
MEDIA CHOICES (con’t)
 Media Efficiency
 Cost per Thousand (CPM)
 Cost per Rating Point (CPRP)
 Competitive Media Assessment
 Share of Voice
 Media Scheduling and Buying
 Heavy-up Scheduling
 Media Buying
 Agency of Record
 Media-Buying Service
8.19
Cost Per Thousand Efficiency
in Some Media is Sacrificed
For Effective Reach

8.20