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UGA / Advertising / ADPR 3120 / How to get the message across?

How to get the message across?

How to get the message across?


School: University of Georgia
Department: Advertising
Course: Media Strategy and Activation
Professor: Peggy kreshel
Term: Summer 2015
Tags: Media Planning
Cost: 25
Name: ADPR 3120: Week Two
Description: These notes cover the lectures in class from Jan 19 + Jan 21.
Uploaded: 01/22/2016
4 Pages 39 Views 1 Unlocks

Media Planning

How to get the message across?

ADPR 3120

Jan 19 – Media In Context

Media Analyst Joe Mandese states that media exposures are woven into the  fabric of our daily lives (“contemporary chaos”)

Change in Media

Print + Broadcoast Media ???? Categories of Paid, Earned + Owned  - Is the platform paid for?  

o Paid  

o TV, Radio, Print, Outdoor

- Is the platform a sponsorship or an internal strategy?

o Owned

o Personal promotion

- Is this coverage we didn’t expect?

o Earned

o Social media; Sharing

Marketing + Advertising

- Creativity and the Centrality of consumers are important themes that  drive the media forward

Define imc.

We also discuss several other topics like What is the difference between a controlled group and an experimental group?
We also discuss several other topics like What is a good brand?

- Media consolidation  

o 6 mega corporations own all the media and this influences ADPR - Successful media planning entails seamless coordination between the  different media

o Must act subtle and affect consumers subconsciously; if consumers  can see a media strategy laid out across multiple platforms, it is an  unsuccessful plan

What is Marketing? If you want to learn more check out What causes a solute to be dissolved?

Marketing is the activity, set of institutions, and processes for creating,  communicating, delivering, and exchanging offerings that have value for  customers, clients, partners, and society at large.

- Marketing is an exchange of value  


Value: ratio for what is given up for what is obtained

Define value.

- “given up” = money, time, effort

- “obtained” = goods, services

The Marketing Mix or 4 Ps: How to obtain the Marketing Objective?

1. Product [Creating Value]  

a. Goods, services or ideas  

b. Used to satisfy a consumer  

2. Price [Capturing Value]  

a. Everything a buyer gives up ???? money, time, effort

b. Balance between what a customer will pay and what will give a  decent profit

c. Price is a key indicator in value  

i. Low price = low quality; high price = high quality If you want to learn more check out What is arrector pili?

3. Place [Delivering the Value Proposition]  

a. Supply chain management  

b. All activities needed to get the product to the right customer at  the right time  

4. Promotion [Communicating the Value Proposition]  a. Informs, persuades and reminds buyers about a good or service  b. A communication that can influence opinions or elicit responses  

Promotion Mix: How to get the Message Across?

- Advertising, Public Relations, Sales Promotion, Direct Sales, Personal  Selling, Internet, Social Media, etc…  

- Never ending methods to promote

Marketing concept: “customers are king”

- After WWII ???? Current

- Catering to the wants and needs of the consumer

- Focus on value

o satisfying customers needs while still reaching organizational  objectives

o must be able to provide more value than competitors If you want to learn more check out What countries did the us help in the arab spring and why?

- What does the customer want?

Advertising in the Marketing Concept:

1950s-1980s Advertising was an integral part of marketing (the majority of  the promotion budget going here)

- Invention of TV = New Opportunities for Advertising

o Creative revolution begun

- Era that people knew who the creatives were behind the ads o Ogilvy, Bernbach, etc.  If you want to learn more check out What was a tribe that came from the clovis group after settlement?

- Advertising became a marketing tactic where all planning and  strategy was done separately  

o Advertisers were given the task to make ads, not “create” ads - Silos developed  

o Each sect of promotion was separated and made to work  independently  

o Each “silo” had a different budget

o Media split from agencies because they claimed no one could do  their job better than themselves

Jan 21 – Era of IMC

What is IMC?

Integrated Marketing Communication (IMC) is an organizational function  and a set of processes for creating, communicating and delivering value to  customers and for managing customer relationships in ways that benefit the  organization and its stakeholders.

Marketing must choose one message to represent / promote across all  platforms

o Integrate all “silos” to achieve this marketing strategy  o Diminishment of Advertising; PR grew as communication with  consumers became increasingly important

o Introduction to Internet further threatened the basis of Advertising

Advertisers were forced to shift from being a marketing tactic to  becoming a marketing strategy  

- Focus on crafting a plan rather than following orders laid out - Interest in managing brand contact points (when a brand interacts  with either consumers or stakeholders) and recognizing the importance in  sustaining good relationships

- Emphasis on ROI (return on investment) and determining what was most  beneficial and profitable for both consumers and producers

The entire advertising industry had to go through structural changes in order to  integrate all communications but there was a problem

- How do we integrate these sectors when we know nothing about them?

Advertisers began to buy PR and research firms to understand how  they worked internally  

- These units purchased are known as ancillary units  

- Advertisers attempted to break down the “silos” but media remained  unbundled from the creative

Media-buying services emerged as independent companies to combat the  integration instilled by advertisers

- These companies promised efficiency and ROI

Advertising in IM

Integrated Marketing is the activity, set of institutions, and processes for  creating, communicating, delivering, and exchanging offerings that have value  for customers, clients, partners, and society at large.  

IMC but more evolved and integrated  

- Emerged when the internet became a prominent platform - Concerned with not only strategy but all avenues of  communication (digital / online)

- Connected all aspects of marketing to focus on how when and where  consumers were receiving messages

o Emphasis on media as content rather than media as a platform

Bundling of Media + Creative

- Contemporary chaos has created a digital media ecosystem  that is a mix of editorial and advertising content  

- Media and Advertising business as a "mosh pit"

o Media companies are producing more content on behalf of  advertisers known as "native advertising”

Advertisers are hiring journalists to produce stories + websites - Birth of the “ad-tech” industry as society integrates deeper into the  digital world

- Advertisers now are beginning to create…

o Branded content, content marketing, programmatic ads

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