Integrated Marketing Communications Exam 3: Chapter 10-13

Magazine Advertising

Concentrates on the creation of an image or mood through visual and verbal relationships

Case Study: Max Factor

Max Factor wanted to use Gwyneth Paltrow and Marilyn Monroe to illustrate one hundred years of glamour thought magazine inserts, pop-up studios, photo shoots, and more.

Magazine Lifespan

Long due to the consumers tend to hold on to them longer; especially longer than publicity and newspapers

Basic Categories of Magazines

Consumer, Business/Trade, and Farming. Each category can be broken down further into special interests.

Consumer Magazines

An eclectic group of publications comprising articles and advertising either loosely targeted to a broad audience or specifically targeted based on the target's special interests or hobbies. Can be broken down to general interest and special-interest publications.

General Interest Magazines

A type of consumer magazine that can include local and regional editions. Have national coverage and large, indistinct target audiences. Supports generalized advertising. (Ex. People, Time, and TV Guide)

Special-Interest Magazines

A type of consumer magazine that features editorial material directed specifically to a targeted group having a specific interest in the magazine's featured topic. Advertising generally matches the content. (Ex. Newsweek, Southern Living, and PC World)

Business or Trade Magazines

Used to sell to businesses. Can be broken down to general business and specialized business.

General Business Magazines

A type of business/trade magazine used to reach upper-level managers or those in executive positions. Editorial material and ad content will be broad and generic. (Ex. Forbes, Businesswork, and Fortune)

Specialized Business Magazines

A type of business/trade magazine used to target specific industries.

Farming Magazines

Very diverse and highly targeted types of magazines that deals with both consumer and business issues. Often published regionally and feature newest innovations.

How Does Magazine Advertising Help IMC Be Consumer Focused?

Highly targetable, interactive and educational, numerous ways to use advertising, etc.

Cons of Magazine Advertising

Cannot develop two-way monologue, lengthy deadlines, cost, clutter, publication deadlines.

Pros of Magazine Advertising

Select target market, printing capabilities, lifespan, image, informative copy, creative options, geographic selectivity.

Important Parts of Magazines

Headlines, subheads, body copy, photographs, illustrations, graphic design, 8 1/2in x 11in size, visually and verbally involving the target.

Radio Advertising

Should attach the listener's visual imagination with a verbal narration that outlines the features and benefits associated with the key consumer benefit.

Case Study: Honey Bunches of Oats

Post Foods' Honey Bunches of Oats wanted to increase reach and ROI by aligning music, media, and other touch points with Latin artist Prince Royce to promote the brand's essence.

Radio's Specialty

Delivering simple, low-cost messages to a small but specialized group of consumers

How Does Radio Advertising Help IMC Be Consumer Focused?

Often used in PR, able to deliver a specialized message, reinforces and localizes messages, engaging.

Cons of Radio Advertising

Background noise, sound only, fleeting message, fragmented audiences, clutter.

Pros of Radio Advertising

Cost, targetability, portability, quick turnaround, interactivity, imaginative impact, local and national adaptability, frequency.

Execution Techniques for Radio Advertising

Music and jingles, narrative drama, straight announcement, celebrity deliver, live donut, single voice, dialogue, multivoice, sound effects, vignette, and interview.

Music and Jingles

Easy for listeners to remember and align with brands.

Narrative Drama

Delivers message to listeners as dialogue between characters.

Straight Announcement

An announcement usually delivered by an on-air personality starting out with the key consumer benefits and ending with the announcer asking the listener to try the product.

Celebrity Delivery

If the campaign has a character representative or spokesperson, they should speak on behalf of the product in the radio spot. If the product has none and a celebrity voice is used, the celebrity and the brand's image must match.

Live Donut

Uses a prerecorded opening and closing message. The center, or "donut hole," is filled in live by an on-air personality.

Single Voice

Use on specific voice when the brand has recognizable spokesperson or character representative who can deliver the message.

Dialogue

A good way to let characters talk about the products and its uses, benefits, and features.

Multivoice

Multiple characters carry the message but talking to the listener, not each other.

Sound Effects (SFX)

Can be used to make a point, bring a visual message to the verbal message, and set a scene or mood.

Vignette

An ongoing storying that uses multiple commercials to expand upon.

Interview

Uses testimonials of products and services.

Script

The copy sheet used in radio and television that indicates sound, camera instructions, and any spoken parts. Audio effects should be added in all caps (ex. SFX, ANNOUNCER).

Television Advertising

Despite its clutter and expense, this is one of the best mass-media vehicles. Uses sight, sound, and motion. Ideally suited for new product launches, reminder ads, and repositioning.

Inherent Drama

An advertised message that highlights and compares the benefits of owning or using a product or service to the target's lifestyle of overall self-image.

Streaming Internet Video

Internet television that digitally distributes television content that can be viewed through a television, computer screen, or mobile device (ex. Hulu, Netflix).

Direct Response

Also known as interactive television; involves the target in the message process by asking them to do something.

Case Study: Aflac Duck

The insurance company, Aflac, wanted to improve customer awareness and expand their products by a "big bang" campaign utilizing a new character: The Duck. This campaign was a huge success and now what Aflac is famous for.

Two-Way Communication

Interaction between the buyer and seller.

Direct-Response Advertising

Immediate, allowing the consumer to buy while the commercial is still airing, often with a bonus offering for orders within the next few minutes for x amount of callers.

Most Common Types of Direct-Response Advertising

Infomercials and Home Shopping Channels

Infomercial

Thirty-to sixty- minute television commercials that allow the target to order immediately from information provided on the television screen.

Home Shopping Channels

Allows consumer to purchase items by calling a toll-free number, texting, logging onto a website, or using a mobile app.

Television Categories

Network, spot, cable, syndication, and public.

Network Television

The big four free networks run programs through local television stations. Free airtime is filled with local broadcasts or nationally syndicated programs.

Four Big Television Networks

ABC, CBS, Fox, and NBC.

Spot Television

Allows ads to run in individual markets, rather than nationally. These commercials air between programs. Most local ad revenue is generated here.

Cable Television

A subscription service where advertising is less expensive and easier to target. Offers specialized showings of news, movies, documentaries, history, sports, and children's programming. Most run 24/7.

Broadcast Syndication

Programs produced independently then sold to local stations, not given any network affiliation. Can include reruns.

Product Placement

A subtle form of advertising used within television, movies, and digital programming.

Native Advertising

A paid media tactic often used in the form of product placement; used in varied types of programming, eliminating the need for long commercial breaks.

Sponsor Public Television

Largely noncommercial and supported by individual viewers, nonprofit organizations, and local/state governments.

How Does Television Advertising Help IMC Be Consumer Focused?

Is more interactive, involves viewer is sight, sound, and motion, can target easier, laden with brands.

Cons of Television Advertising

Cost, clutter, fleeting message.

Pros of Television Advertising

Impact, selectivity, audience size, and trends and fads.

Storyboard

An illustration of the visual portion of the commercial and the timing sequence between what is heard (script) and what is seen (scenes), one frame at a time. Will be presented to the client in this format.

Scenes

The visual aspects of a television commercial.

Commercial Tones and Execution Techniques

Slice of life, spokesperson, testimonials, demonstration, torture tests, visual images, metaphors, creative comparisons, vignette, and expert presenters.

Slice of Life

The dramatization of a little slice of the target audience's everyday life. Presents product as problem solver.

Spokesperson

Defines personality and overall image of the product.

Testimonial

Getting a current user to talk about their experiences with the product.

Demonstration

This show-and-tell approach offers several options like side by side, before and after, product in use, and new and innovative uses.

Torture Tests

Showing how a product performs in extreme ways (ex. ripping, tearing, or beating a product).

Visual Images

Uses images to open the viewer's imagination.

Metaphors

Comparing the product to something not usually associated with it.

Creative Comparisons

Comparing products to famous music and pieces of art creates status and quality.

Expert Presenters

A scientist, engineer, or CEO tend to seem more trustworthy to consumers.

Piggybacking

The breaking of a thirty-second television or radio spot into two fifteen-second spot that run back to back.

Talent

Individuals who will be seen on camera speaking the copy or dialogue. Also includes off-screen announcers.

Voice-Over

When an announcer is heard reading the dialogue but is not seen on camera.

Announcer

Is both seen and heard on camera delivering the dialogue.

Music

Used to set a mood.

Camera Instructions

Instruction that tell the camera what to do or how to move in a television shot.

Frame Transitions

Directions that tell the director and postproduction editors of a television shoot how to get out of one frame and into the next.

Out-of-Home Advertising

Any advertising seen outside the home.

Billboards/Outdoor Boards

One of the oldest forms of advertising that can be traced back to the Romans. Some argue they are ugly, ruin natural beauty, and are dangerous.

Case Study: The Metropolitan Museum of Art

The Metropolitan Museum of Art partnered with the LaPlaca Cohen advertising agency to compare The Met to a passport, encouraging visitors to travel and explore it.

Painted Bulletin Outdoor Boards

Large hand-painted boards that have evolved into vinyl-coated or single-fabric sheets stretched across the board.

LED Boards

Lighted and computer-controlled boards host several different ads that rotate every eight seconds.

Wall Murals

Outdoor boards that are painted on the sides of older buildings, usually located in urban areas. Offer a larger canvas and are more prominent than any other type of out-of-home ad.

Transit Advertising

A type of out-of-home advertising put onto public transportation like buses, taxis, trains, and more.

Exterior Bus Advertising

Size makes this like a moving billboard, attracting attention. Can be king-size (ad on the curb and street side), queen-size (ad only on curb side), or full-size (giant wraps covering the front, back, side panels, and windows).

Interior Advertising

Vehicle advertising that appears on video screens usually found on the back of the front seat.

Kiosks

Glass floor displays used in out-of-home advertising when showing the product will make a greater impact than a photograph.

How Does Out-of-Home Advertising Help IMC Be Consumer Focused?

Persistent reminders, variety of canvases, local, can support PR.

Cons of Out-of-Home and Transit Advertising

Fleeting, visual and environmental contamination, memorability, maintenance affects brand image, poor targetability, clutter, message brevity.

Pros of Out-of-Home and Transit Advertising

Availability, reach, frequency, demographic diversity, visual impact, creative potential, location.

Human Billboards

Using a human as a form of out-of-home advertising.

Pepsi Video

Pepsi put out an ad saying that you could collect points from Pepsi labels and claim prizes, like a Harrier Jet for 7million points. Leonard spent $700,000 from investors on Pepsi points, then sued Pepsi when they refused to give him a jet and claimed "the ad was a joke."

OTT vs CTV Article

The advertising market for over-the-top and connected TV services is growing. OTT are streaming services like Netflix, Hulu, and Roku. Connected TV is any TV set connected to the internet like Smart TVs, Xboxes, and Play Stations. CTV can only be served on internet-connected TVs. The main takeaways are that the CTV market is growing, mobile app users are already streaming, and CTV targeting and measurement capabilities are already powerful.

Cost of a Super Bowl Commercial Article

While Super Bowl ads are millions of dollars, local ads can be run for much cheaper. A Super Bowl ad for Charleston, SC is about $50,000 - $100,000. However, one for Russellville would be on the lower end.

Progressive AI Commercial Article

Progressive Insurance used AI to create an ad for their new policy, claiming that they did it through ethical methods and embracing innovation. However, they are still getting hate. The ad features animals driving carelessly.

Billboard Article

This article claims that roadside billboards and digital billboards are dangerous distractors and ugly. They compare billboards to smoking, since they are the leading causes of death, but smoking has more safety regulations.

Vegas Sphere Article

The Vegas Sphere is one of the most unique billboards in the world that costs hundreds of thousands of dollars, depending on campaign length. This is compared to Super Bowl ads for being much cheaper and having a larger reach.