Tài liệu môn PR truyền thông - Chapter 14: Advertising

The Dynamics ofMass CommunicationJoseph R. DominickSeventh EditionPart 4Specific Media ProfessionsChapter 14AdvertisingDefining AdvertisingSimply defined, advertising is any form of non-personal presentation and promotion of ideas, goods, and services usually paid for by an identified sponsor.Advertising FunctionsAdvertising fulfills four basic functions in society: serves as a marketing function -- helps companies sell products or services advertising is educational -- people learn about new or improved products or services advertising plays an economic role -- encourages new competition and lower prices it performs a social function -- helps increase productivity and raises the standard of livingAdvertising can be classified several ways target audience specific people to whom product appeals consumer advertising goods and services for personal use business-to-business products for business use geographic focus targets specific geographical regions purpose advertising designed to accomplish a distinct goalprimary demand promotes product category, not specific brandselective demand promotes a particular product or service brand direct action ad promotes direct, short-term feedback indirect action ad promotes long-term brand recognitionA Brief History of AdvertisingAdvertising, in a variety of forms, dates to antiquity. The first serious and repeated ads appear shortly after Gutenberg’s invention of moveable type in the form of handbills, posters, and periodicals.Most newspaper advertising continued to look more or less like crowded classified ads until the 18th century.Ben Franklin improved the look of ads in his newspapers by using more white space and attractive fonts.A Brief History of Advertising (Con’t)With the advent of mass production in the 1800s came the parallel need for mass consumption and mass markets. That rapid consumer evolution became most apparent after the Civil War ended, helped along in large part because . . .railroads linked the continent, and linked manufacturers with consumersU.S. population doubled 1870-1900 (more consumers)new media (telephone, typewriter, high-speed printing press, motion pictures, national magazines, photography, and rural mail delivery) increased communication potentialpeople now had more money to spend on new productsA Brief History of Advertising (Con’t)Demand for advertising expertise quickly gave rise to the advertising agency.Radio networks make national ads a reality in 1920s.The Great Depression and WW II slow advertising industry growth down during the 1930s, 1940s.From that time on, advertising content and appeal generally reflects the prevailing mood of the country.ORGANIZATION OF THECONSUMER ADVERTISING INDUSTRYThree components of the advertising industry:ADVERTISERSnational – emphasis on brand names, product, servicelocal – emphasis on prices, sales, local stores Anyone in charge of advertising must: plan the ads, deciding how and where they will appearbudget appropriate funds for advertisingcoordinate ads with departments within the companysupervise any outside agency handling the ad accountORGANIZATION OF THE CONSUMER ADVERTISING INDUSTRY (Con’t)AGENCIESfull-service agency: handles all phases of the ad campaignmedia buying service: buys, resells, monitors TV/radio slotscreative boutique: creates imaginative ad campaignsORGANIZATION OF THE CONSUMER ADVERTISING INDUSTRY (Con’t)MEDIA Advertisers evaluate media under four criteria, deciding which ones will give them the best results for their marketing goals:reach how many people can get the message?frequency how often will the message be received?selectivity will the medium reach the right people?efficiency what’s the cost to reach a certain number of people (expressed in cost per thousand)?Evaluating Potential Ad MediaCharacteristicsPapersMagazineRadioTVNetMailReachHighLowHighHighMed.HighFrequencyHighLowHighHighMed.Med.SelectivityLow HighHighMed.HighHighCostMed.Med.LowHighMed.HighAdvertising OnlineOnline advertising is a new and rapidly evolving ad medium, one that provides a wide range of creative outlets.banner adsfree-link exchange adssponsored chat room and bulletin boardse-mail campaignsproduct and service-specific web sitesFour Typical Operational Departmentsof an Advertising Agencycreative services people who create the adsaccount services client-agency liaison staffmarketing services suggest appropriate mediaadministration routine business operationsSix Steps of an Advertising CampaignA campaign consists of any number of ads, each stressing the same major theme or appeal that appear in a number of media over a specified time. Here are six typical phases: choosing the marketing agency selecting the main appeal or theme translating the theme into the various media producing the ads buying space and time executing and evaluating the campaignAdvertising Research Ad research goes on during all phases of the campaign to help agencies and clients make informed decisions about the direction and efficiency of their strategies and tactics formative research done before campaign starts to help guide creative efforts audience defining identifies audience’s demographics audience profiling identifies attitudes, motivation, lifestyles message research stage 1: pre-test ads for clarity, understanding stage 2: screen ad prototypes and refine ads tracking studies evaluate post-campaign effectsADVERTISING ECONOMICSAbout $215 billion was spent on advertising in the United States in 1999. Television and newspapers accounted for almost half the total amount spentAgency Compensation: Three common methodsCommissions media give agencies 15% commission on time and space they buy from media; though in transition, most common payment method.Agency charges fees added from agency’s production costsFees services such as research, focus groups, market analysis--types of services not traditionally covered by commission Business-to-Business AdvertisingThough the low-profile side of the ad industry, business-to-business ads still rang up $150 billion in sales in 2000. There are four main categories of B2B advertising: . Trade goods and services to wholesalers, retailers. Industrial items used in production of goods, services. Professional services aimed at doctors, nurses, teachers. Agricultural goods and services aimed at farmersConsumer vs. Business Advertising Target audience in business advertising is much smaller. Most advertised business products tend to be technical, complicated, and high priced. Business buyers will be professional purchasing agents, basing purchases on reason and research. Personal on-site selling plays a much greater role in the business sector.Business Advertising MediaBusiness advertising’s targets are much narrower than the consumer market, so a mix of highly selective media, usually magazines, works best. Two usual formats:horizontal magazines aimed at particular job function without regard to the industryvertical magazines covers all levels and interests within an entire single industryBusiness Advertising AppealBusiness ad copy tends to be long, fact filled, detailed, technical, accurate, and complete, with little, if any, emotional appeal, yet business buyers pay very close attention to these ads and place a premium on data accuracy and completeness.Some of the most common business ad formats are testimonials, case histories, new-product news, and demonstrationsEnd of Chapter 14Advertising