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by: Kate Steiner

APR32216.pdf 211

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Kate Steiner
GPA 3.3

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About this Document

Notes from 3/22/16 and 3/24/16 lectures
Intro to Advertising
Dr. Joseph Phelps
Class Notes
APR, 221, Phelps
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This 3 page Class Notes was uploaded by Kate Steiner on Friday March 25, 2016. The Class Notes belongs to 211 at a university taught by Dr. Joseph Phelps in Spring 2016. Since its upload, it has received 39 views.


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Date Created: 03/25/16
3/22/16 Budget  What is a personal/household budget?  In general, what does it include?  What is an advertising budget? What does it include?  Revenue(where does it  come from)?  Advertising Budgets  Follow the money…Budgets show priorities  Should include specific items to be funded and amount of funding  Should include a schedule of spending  Should include a rationale/explanation for spending decisions. (Whose money is it again that you want to spend?) Budgeting Methods  BAD Methods o Arbitrary—basically no method at all o All­You­Can Afford—Phelps says “if you’re spending too little, you’re  spending too much” because there will rarely ever be a low budget ad, so  you’re just throwing money away o Competitive Spending  Highly used methods (but still aren’t the best according to Dr. Phelps) o Percent of Sales—deciding how much to spend based on the percentage of sales o Unit of Sales—same as percent of sales, the one distinction is that for  every unit you sell, a certain amount of money gets set aside   Good Methods (According to Dr. Phelps) o Objective and Task Method  Set advertising objectives  Develop Strategy to accomplish objectives  Identify Tasks and Tactics *You estimate the costs in this stage*  Estimate the costs o Empirical Methods (For example, the Field Market Experiment)  Field Market Experiment o The basic idea behind an experiment is to see if changing or manipulating  one variable will lead to a change in another variable o Independent variable(s) this is the variable that you will manipulate. For  example, you might increase or decrease how much you spend on  advertising o Dependent variable(s): This is the variable that you hope to impact by  your manipulation of the independent variable. o For example, if you increase ad spending (independent variable) will that  lead to an increase in brand sales (dependent variable)  Increase ad spending in Huntsville by 50%  Increase ad spending in Birmingham by 100%  Decrease ad spending in Mobile by 50% 3/24/16 Campaign Planning Framework: Environmental Consideration: Social, Cultural, Economic, Regulatory General Marketing Considerations: Marketing Mix Strategic Research Inputs Objective Setting: Target Market, Buyer Behavior Determining the Advertising Budget  Strategy, then tactics  Message Strategy—determining WHAT you want to communicate. What is the  big idea you will communicate  Message tactics—carry out that strategy so tactics include the details of how you  will communicate the idea. (How will you say it and show it in your ads to  communicate the idea?)  The development of message strategy is about determining:  o What is it about the brand? o Whose mind? o What response do we want? o What competitive frame?  Sources of Competitive Information: o Kantar Media o TNS Global o Brainjuicer o Anderson Analytics  Differential Copy Advantage—A characteristic or set of characteristics, either real or perceived that will allow advertising to differentiate the product from the  competition.  Differential Copy Advantage o Physical Difference—The actual composition of the product or service,  such as ingredients, styles or features o Functional Difference—Tangible benefits the consumer receives from the  consumption use of the product o Characterization Differences—The psychological consequences/benefits  of using the product, such as how it makes the consumer feel.  Example of a Creative Work Plan o Client: Joe’s Pharmaceuticals—Planning Period: Spring 2016 o Product/Service: Joe’s Cold and Flue Remedy—Date: 3/24/16 1. Key Fact (The one most important fact upon which the creative will be based.)  Research indicates a strong consumer interest in over­the­ counter remedies that relieve cold and flu symptoms fast.  Everything  relates back to this. 2. Consumer Problem the Product Solves (the problem the consumer is  having that the product or service can solve and advertising can  address). Joe’s Cold and Flu medicine relieves cold and flu symptoms  fast and cold symptoms fast and consumers can buy it anywhere  without a prescription. 3. Communication Objectives (what the advertising needs to  do/communicate and the response desired from the consumer.  Introduce Joe’s Cold and Flu Remedy  Convince consumers that Joe’s reduces fever and relieves Flu  symptoms just as fast as prescription medications. 4. Creative Strategy Development a. Target Group Definition  Demographics: Adults age 18­75, HH income $20K+  Psychographics: Active lifestyle, desire immediate  gratification b. Principle Competition  Tylenol Cold & Flu  Nyquil Cold & Flu  Advil Cold & Flu c. Consumer Benefit (What the product promises to do for the  consumer.)  Joe’s will relieve your fever and other symptoms  faster than any other over­the­counter medication d. Reason Why (The facts that support/justify the above promises  allowing advertising to make the product’s claim)  Scientifically tested formula proven to reduce fever  fast  Tests also show product relieves other cold and flu  symptoms e. Tone of Advertising (the personality of the advertising  message)  Calm, yet energetic, intelligent and straightforward 5. Requirements (Whatever the advertiser or the Law requires to be  included in the ad.) *Questions to answer for setting the appropriate tone:   Rational  Transformational  Informational  Emotional  Competition  Soft Sell  Hard Sell


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