Advertising management
[1] Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase.
The American Marketing Association (AMA) defines advertising as "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas".
[3] The American Heritage Dictionary defines advertising as "the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media".
Well-known brands that currently use in-house agencies include Google,[citation needed] Calvin Klein,[11] Adobe, Dell, IBM, Kraft, Marriott and Wendy's.
[13] In-house agencies deliver cost advantages, time efficiencies and afford marketers greater control over the advertising effort.
[35] Advertising researchers have a long-standing interest in understanding both the degree and type of cognitive elaboration that occurs when consumers are exposed to persuasive messages.
[40] Pure affect models suggest that consumers shape their preferences to a brand based on the feelings and attitudes elicited by exposure to an advertising message.
A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects, DAGMAR and AIDA and other variants.
[47] The AIDA model proposes that advertising messages need to accomplish a number of tasks designed to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption).
[48] The underlying behavioral sequence for all hierarchy models is as follows: The literature offers numerous variations on the basic path to persuasion.
In order to penetrate markets, it is essential that high levels of awareness are created as early as possible in a product or brand life-cycle.
[58] Hierarchical models provide marketers and advertisers with basic insights about the nature of the target audience, the optimal message and media strategy indicated at different junctures throughout a product's life cycle.
Integrative models assume that consumers process advertising information via two paths – both cognitive (thinking) and affective (feeling) simultaneously.
[64] The FCB planning grid was developed by Richard Vaughan, who was the senior vice president at advertising agency, Foote, Cone and Belding, in the 1980s.
This is designed to ensure that all promotional efforts, including advertising, are working towards achieving both short-term and long-term corporate and marketing goals and align with the company's values and vision.
In a push strategy, the marketer advertises intensively with retailers and wholesalers, with the expectation that they will stock the product or brand, and that consumers will purchase it when they see it in stores.
Rossiter and Bellman have argued that, for advertising purposes, five communications effects should be considered, namely:[83] Pain avoidance: "For fast, sure pain relief, Anacin" Paired category-brand association: "When you think of chocolate, think of Cadbury" Brand Preference: "The burgers are better at Burger King (or Hungry Jack's)" Purchase-facilitation: "Refer to website for nearest stockist" For many purchases, category need and purchase facilitation will be present in the customer's mind and can be omitted from the advertising objectives.
Market intelligence used to inform this approach can be obtained by consulting company annual reports and also from commercial research service providers such as Nielsen's AdEx.
[108] In terms of setting media objectives, the planner needs to address several key decisions: A number of key definitions are essential for media planning purposes:[109] With respect to reach objectives, planners must decide what proportion of the target market need to be exposed to the advertising message.
[111] Media planners often work with rules of thumb for setting frequency objectives that are based on an extensive body of evidence drawn from research findings.
For example, empirical evidence suggests that the average consumer needs to be exposed to a message at least three times before they become aware of the brand information.
To this basic benchmark of three exposures, media planners recognise that to achieve higher-level communication goals, such as persuasion and lead generation, higher levels of frequency are required.
[116] Television Radio Newspapers Magazines Cinema Transit (bus, train, tram, cable-car, taxi) Out-of-home (billboards, posters, street furniture, signage, footpath artetc.)
The following table provides principal sources of information for main media audience research in English speaking markets.
These large media agencies are able to exert market power through volume purchasing by buying up space for an entire year.
The following table provides indicative advertising rates for selected popular programs on American national television networks, broadcast during prime time viewing hours.
A sample of respondents is invited to look at the mock-ups and subsequently asked a series of questions designed to capture advertising effects that are of interest for the given campaign.
[144] While viewing an advertisement, a sensor aims a beam of infrared light at the eye and follows the movement to show the spot on which the viewer is focusing.
DAR tests provide a measure of the percentage of the people who recall something specific about an ad (e.g., sales message or a visual) the day following exposure.
[155] In a marketing department, the advertising manager's position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns.
