MKTG 315 Advertising Midterm Reviewer

Page 1: Newspaper and Radio Advertising

Newspaper Overview

  • Definition:

    • A publication printed and distributed regularly, often daily or bi-daily.

    • Contains news, opinions, and advertisements.

  • Market Changes:

    • The population readership has changed significantly over the last decade.

    • Faster-paced lifestyles have heightened competition in the industry.

  • Importance of Local News:

    • Increased demand for local news has made tabloids more appealing than standard newspapers.

Types of Newspaper Advertising

  1. Display Advertising:

    • Utilizes a larger space and allows color; priced per column centimeter.

  2. Classified Advertising:

    • Organized under specific headings (e.g., "Help Wanted").

    • Standard width, measured by the number of lines; no color allowed.

  3. Classified Display Advertising:

    • Known as "Box Ads"; allows larger spaces and decorative borders but no color.

  4. Legal Advertising:

    • Ads for government offices; priced per column centimeter.

  5. Amusement Advertising:

    • Promotes movies, concerts, and other entertainment schedules.

  6. Other Formats:

    • Includes service notices, obituaries, and announcements.

Rate Structure for Newspaper Advertising

  1. Discount Rate:

    • Open rate with discounts for frequency (unit purchase) or bulk (sliding scale based on purchase).

  2. Run-of-paper (ROP):

    • Rate allowing the publisher discretion on ad placement.

  3. Combination Rate:

    • A special rate for inclusion in multiple newspaper issues (e.g., morning and evening).

Components of Newspapers

  • Various sections include:

    • General News

    • Local & Foreign News

    • Editorial Page

    • Sports Page

    • Business & Finance Section

    • Entertainment Section

    • Home & Culture Section

    • Announcement & Obituary Section

Radio Advertising

  • Market Concerns:

    • Rising media costs are critical for advertisers targeting mass markets, particularly housewives.

  • Radio Broadcast:

    • Uses electromagnetic waves; categorized by amplitude and frequency modulation.

  • Ad Types:

    • Live Commercials: Voiced by station personalities.

    • Pre-Recorded Ads: Produced by agencies with talent and sound effects.

Basics of Radio Ads

Components:

  • Verbal Content

  • Sound Effects (manual props, recordings, electronic effects, background music)

Production Steps:

  1. Select producer/agency.

  2. Prepare cost estimates.

  3. Choose recording studio.

  4. Select talents and musical director.

  5. Schedule rehearsals and record music/sound separately.

  6. Combine sound and final tracks for distribution.

Techniques in Radio Advertising

  1. Straight-Announcer Technique:

    • Announcer delivers the entire script.

  2. Two-Announcer Technique:

    • Two presenters alternate delivery.

  3. Announcer-Actor Technique:

    • Involves an actor's reactions to the announcer's lines.

  4. Slice of Life Technique:

    • Recreates life situations with product solutions.

  5. Jingle-Announcer Technique:

    • Combines music with spoken copy.

  6. Customer Interview Technique:

    • Announcer interviews an actual customer.

Effectiveness of Radio Advertising

  1. Simplicity: Use short, clear words.

  2. Coherence: Transition smoothly between topics.

  3. Rapport: Use "you" to make it personal.

  4. Believability: Maintain honesty in claims.

  5. Interest: Engage listeners’ desires.

  6. Distinctiveness: Stand out with unique elements.

  7. Compulsion: Encourage listener action.

Page 2: Television Advertising

Overview of Television Advertising

  • Producing commercials for television is costly and complex, leading to specialization.

  • Agencies often subcontract services rather than maintaining in-house facilities.

Script Development

  • A storyboard divides content into audio (dialogue/sound effects) and video (action/scenes).

  • Essential elements:

    • Opening: Engaging surprise or dramatic element.

    • Demonstration: Relevant, authentic, and ethically sound.

    • Entertainment: Must not detract from the message; must be simple and straightforward.

    • Characters: Must appeal and relate to the product.

Production Elements

  • Involves various techniques:

    • Location Shooting, Animation, Studio Shooting, Set Decoration

    • Use of special effects to enhance visual appeal.

  • David Ogilvy Principles for TV Ads:

    1. Relevant openings lead to smooth transitions.

    2. Maintain a natural sales story.

    3. Focus on high human interest.

    4. Viewer identification with situations.

    5. Limit elements for clarity.

    6. Keep ideas simple and coherent.

    7. Use concise audio copy (max 100-110 words for 60-second spots).

Techniques in Television Commercials

  1. Spokesperson:

    • A relatable presenter delivers copy directly.

  2. Testimonial:

    • Endorsement from celebrities or satisfied customers.

  3. Demonstration:

    • Illustrates product use.

  4. Close-ups:

    • Focus only on the product.

  5. Storyline:

    • Narration with visuals.

  6. Slice of Life:

    • Presents relatable scenarios achieving happiness with products.

  7. Customer Interviews:

    • Authentic discussions about experiences.

  8. Animation:

    • Creative and engaging product promo through animated graphics.

Advertisement Production Stages

  1. Pre-Production:

    • All planning before filming day (storyboarding, talent selection).

  2. Production:

    • Actual filming, which can be lengthy.

  3. Post-Production:

    • Editing, sound effects, and final touches.

Buying Television Time

  • Key steps include program rating evaluations, contract negotiations, and reviewing performance affidavits.

  1. CPP (Cost Per Rating Point):

    • Measure advertising efficiency based on ratings.

  2. CPT (Cost Per Thousand):

    • Another metric for assessing target audience efficiency.

  3. Contracting:

    • Both advertisers and stations agree on specifics (dates, rates, etc.).

Page 3: Social Media and Internet Advertising

Direct Response Advertising

  • Tools for immediate feedback, often using mail, phone, television, or the internet.

  • Features a contact mechanism for direct responses.

Direct Mail Advertising

  • A commonly used method in direct response.

  • Components of direct mail packages:

    • Envelope: The first point of engagement; should encourage opening.

    • Letter: Clear information and enticing details about offers.

    • Brochures: Visually appealing, presenting product options.

    • Order Forms: Encourages quick responses.

    • Reply Envelopes: Facilitate easy responses.

Home Television Shopping

  • Differentiates from regular ads by showcasing products with demonstrations.

  • May include special offers and a toll-free number for immediate ordering.

Telemarketing

  • Inbound Telemarketing: Customer-initiated calls for orders or concerns.

  • Outbound Telemarketing: Sales agents reach out to prospects.

Internet Advertising Overview

  • Components include email, chat, usenet, and the World Wide Web (WWW).

  • Websites became creative hubs for information and sales engagement.

Measuring Internet Effectiveness

  1. Hits and Viewers:

    • Tracks engagement with particular site components.

  2. Unique Visitors:

    • Differentiates first-time visitors from repeat visitors.

  3. Click-Thru Rates:

    • Measures interaction with banner ads.

  4. Impressions/Page Views:

    • Counts how many times a page is displayed.

  5. Recall and Surveys:

    • Assesses memory retention regarding ads.

  6. Sales Performance:

    • Direct correlation to overall ad effectiveness.

The Website

  • Initially informational, websites now serve as platforms for eCommerce.

  • Websites aid in creating product awareness and direct sales opportunities.

Page 4: Outdoor Advertising

Overview of Outdoor Advertising

  • Captures attention from travelers; well-known brands benefit most from this exposure.

  • Common forms include:

    • Poster Panels: Standard sizes for advertisements.

    • Painted Bulletins: More permanent and often higher cost.

    • Spectaculars: Flashing lights and motion elements for impact.

Location Considerations

  • Visibility and Traffic:

    • Consider unobstructed views and heavy traffic areas.

  • Placement:

    • Strategies for effective advertising contexts.

Other Forms of Outdoor Advertising

  • Innovative approaches for budget-conscious campaigns:

    • Lamp Post Banners, Utility Bills Attachments, and Roving Billboards.

Transit Advertising

  • Captures customer attention in everyday travel scenarios via:

    • Interior and Exterior Displays, Shelter and Station Ads.

  • Car Cards: Offer impressions as commuters use the same transit lines repeatedly.

Page 5: Direct Response and Magazine Advertising

Direct Response Advertising Overview

  • Employs interactive systems for meaningful consumer engagement.

  • Employs strategies like telemarketing and email marketing for direct outreach.

Magazine Advertising

  • Regularly published, featuring stories and articles of broad interest.

  • Appreciated for longevity and targeted reach with engaging visual content.

Key Magazine Elements

  • Standard Page Size: Generally 8 x 10 to 8 1/2 x 11 inches.

  • Buying Designations: Cover page considerations drive the placement of ads.

  1. Full-Bleed Advertisement: Extends to four edges with no margins.

  2. Partial Bleed: White margins on one or more sides.

  3. Gatfold and Centrefold Ads: Innovative placements that create eye-catching layouts.

Discount Structures

  1. Bulk Discounts: Based on quantity purchased.

  2. Special Discounts: Focused on specific campaigns like mail orders or unsold spaces.

Page 6: Print Advertising Fundamentals

Components of Print Advertising

  • Headline: Captivating element in large font to grab attention.

  • Illustration: Visual representation to reinforce message; includes photographs and drawings.

  • Copy: The narrative that reveals product features, advantages, and benefits.

Types of Copy

  1. Descriptive: Short descriptions highlighting product traits.

  2. Narrative: Outlines steps in usage with engaging captions.

  3. Expository: In-depth explanations of product characteristics.

Layout and Arrangement

  • Integration of key elements (headline, illustration, copy) ensures coherence and effectiveness.

  • Types of Layouts:

    • Billboard Layout: Visual-heavy with minimal text.

    • Editorial Layout: Heavy on text intended for informed consumers.

Copywriter’s Terminology

  • Understanding and following terms helps guide effective copywriting.

  • Lead-In Paragraph: Transition from headline to copy.

  • Interior Paragraph: Build interest with proof of claims, testimonials, or guarantees.

  • Call to Action: Encourage immediate consumer engagement.

Design Principles

  1. Balance: Arrangement impacts visual appeal.

  2. Movement: Create a flow for reader engagement.

  3. Contrast and Unity: Clear delineation of elements ensures a cohesive narrative presentation.

Page 7: Creative Content Strategy

Copywriting Objectives

  • Aimed at persuading target audiences using established strategies known as AICDA:

  1. Attention: Grab focus right away with compelling headlines and placement.

  2. Interest: Foster curiosity through engaging visuals and copy.

  3. Credibility: Build trust using solid testimonials or spokespeople.

  4. Desire: Clearly articulate product benefits.

  5. Action: Motivate consumers toward clear engagement steps.

Art Direction in Advertising

  • Visual presentation and layout should evoke the intended emotional reactions from the target audience.

  • The roles include Art Directors, Graphic Designers, and Illustrators.

Visual Elements in Ads

  • Thumbnail Sketches and Rough Layouts: Essential tools in ideation and execution of concepts.

  • Principles and Techniques:

    • White Space Use: Ensures visual clarity and focus on critical elements.

    • Psychological Impact of Color: Understanding implications for audience engagement (e.g., red for excitement).

Page 8: Print Production Process

Overview of Print Production

  • Involves collaboration and oversight of asset creation for advertising campaigns.

  • Key processes include negotiating with photographers, illustrators, and printers.

Types of Printing Processes

  1. Offset Lithography: Standard for mass printing (books, newspapers).

  2. Letterpress: Traditional method based on surface printing.

  3. Rotogravure: Photographic method for quality prints.

  4. Screenprinting: Ideal for limited runs and specific designs.

Selecting Typefaces

  • Typeface Design: Conveys messages and must match product branding.

  • Typography: Consideration of character spacing, size, and visual harmony is integral.

Measurement Standards

  • Points and Picas: Systems used to specify characters' sizes and spacing for consistent design execution.