ch.15 marketing

Advertising goals

• Inform: prospective buyer of the benefits

• Persuade: prospective buyers to purchase

• Remind: purchasers later of the benefits

• Build the brand

Types of advertising appeals

Rational appeal, Emotional appeal, Moral appeal, Humor, Fear, Sex

Rational appeal

relates to the audience's self-interest

Emotional appeal

is an attempt to stir up positive or negative emotions to motivate a purchase

Moral appeal

is directed to an audience's sense of what is right and proper.

Advertising metrics

Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Frequency is a measure of how many times the average person in the target market is exposed to the message.

Impact is the qualitative value of a message exposure through a given medium.

Engagement is a measure of things such as ratings, readership, listenership, and click-through rates.

Return on advertising investment is the net return on advertising investment divided by the costs of the advertising investment.

Communication effects indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs.

Sales and profit effects compare past sales and profits with past expenditures or through experiments.

Media types and vehicles - pros and cons

- Digital, mobile, and social media

1. Pro: high selectivity, low cost, immediacy, engagement capabilities

2. Con: potentially low impact; high audience control of content and exposures

- Television

1. good mass-marketing coverage; low cost per exposure; combines sight, sounds, and motion; appealing to the senses

2. high total costs; high clutter; fleeting exposure; less audience selectivity

- Newspapers

1. Pro: flexibility; timeliness; good local market coverage; high believability

2. Con: short life; poor reproduction quality; small pass-along audience

- Direct mail

1. Pro: high audience selectivity; flexibility; no ad competition within the same medium; allows personalization

2. Con: Relatively high cost per exposure; "junk mail" image

- magazines

1. Pro: high geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life and good pass-along readership

2. Con: long ad purchase lead time; high cost; no guarantee of position

- Radio

1. Pro: good local acceptance; high geographic and demographic selectivity; low cost

2. Con: audio only; fleeting exposure; low attention (the "half-heard" medium); fragmented audiences

- Outdoor

1. Pro: Flexibility; high repeat exposure; low cost; good positional selectivity

2. Con: little audience selectivity; creative limitations

Media timing options - scheduling

continuity, flighting, and pulsing

ROI

• return on investment

• metric that measures the profitability of marketing campaigns by comparing the revenue generated to the cost of the marketing efforts

What to do in a PR crisis

Acknowledge, Apologize, Investigate

Publicity vs. Public Relations

• Publicity: the placing of stories in the mass media. One-way communication

• Public Relations: consists of activities designed to engage the company's various publics and build good relations with them. Strategic crafting of stories shared through third party media.