Developing & Managing Advertising Program PDF

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Summary

Learning Objectives:
1. Identify the 5 Ms of advertising;
2. Determine the aims of advertising campaigns;
3. List the various factors to consider when setting advertising budget;
4. Enumerate the various media options for delivering advertising message; and
5. Decide on...

Description

UNIT II: MANAGING ADVERTISING AS A PROMOTIONAL MIX Module 4 DEVELOPING AND MANAGING ADVERTISING PROGRAM

Prof. Jeffrey M Azor Contributor

Module Introduction Being in an advertising campaign is a daunting task. There are many considerations to look into half of which is technical and strategic while the other is creative in nature. As the future Creative Director or Principal of an advertising agency, you should be well acquainted with the technicalities of developing and managing an advertising campaign from the very moment you accept a job order form a client to post-production promotions. In this module, you will be taught on what areas to focus on in developing a good yet competitive advertising program in all its technical and creative aspects. Module Objectives At the end of this module, you should be able to:

1. 2. 3. 4. 5.

Identify the 5 Ms of advertising; Determine the aims of advertising campaigns; List the various factors to consider when setting advertising budget; Enumerate the various media options for delivering advertising message; and Decide on what specific medium/media should be considered in connection with the product to be advertised.

Discussion Proper Advertising As a matter of review, let us first define what advertising is according to eminent personalities in business. Advertising is called direct communication with customers. According to Phillip Kotler, advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The 5 M’s of Advertising If marketing has the proverbial 4 Ps (now expanded to 7 Ps), advertising has its own set of 5 Ms for easier understanding and semantic association of first-time learners and even seasoned advertising practitioners. Presented in Figure 1 is an illustration of the 5 Ms of advertising.

Image from: https://ebrary.net/80682/management/developing_managing_advertising_program

Figure 1: 5 Ms of Advertising

Presented below is the meaning of each of the 5 Ms in the context of advertising. Mission It states the objectives of the advertising. It also includes the sales goals of the company. Money It gives an idea that how much money should be spent by the company for the advertisement. Factors to be considered for this are stage of product life cycle, market share and consumer base, competition, advertisement frequency and product substitutability. Message Message includes what message should be spent in advertisement. It includes message generation, message evaluation and selection, message execution and social responsibility review. Media It includes which media should be used for the advertisement. It also includes reach, frequency, and impact of the advertisement. It also contains major media types, media vehicles, media timing and geographical media allocation. Measurement This pertains to evaluation of the results. It measures communication impact and sales impact by an advertisement. Now that we know the 5 Ms of advertising, it is important for us to know the theme or objective our advertising campaign should focus on from its conception to execution. We have to make sure that everything is consistent with our predetermined advertising objectives.

Setting the Advertising Objectives There are four (4) general advertising objectives, to wit: 1. Informative Advertising The prime objective of the advertising is to inform the existing and potential customers about the product. It states the various features and highlights the dominant benefits of the product to its target market. 2. Persuasive Advertising It aims to create liking preference, conviction and purchase of a product or service. Persuasion will create demand of the product. In a way, it tries to sway favorable preference from a product’s target market and in the end compel them to choose it over other alternatives. 3. Reminder Advertising It aims to simulate repeat purchase of products and services. This will remind the customers that the product may be needed in the near future. This signals that a product is already accepted to a certain extent in the market yet it tries to make the market stick with the product and motivates the market to buy more of it. 4. Reinforcement Advertising It aims to convince current purchases that they made the right choice. This advertising objective motivates customers to celebrate their purchase and veer away from the relative buyer’s remorse feeling that may develop after the purchase. Sample Advertising Campaigns 1. Informative Advertising

Image from: https://www.google.com/search?q=informative+advertising+examples&sxsrf=ALeKk03L QkFvVywJcRseXQt7pdDwV3KYDg: 1595294253058&source=lnms&tbm=isch&sa=X&ved=2ahUKEwin0Ialt3qAhUxGqYKHR48Bi8Q_AUoAXoECBMQAw#imgrc=VpCC7xllwFUMTM Figure 2: Sample Informative Advertising Copy 2. Persuasive Advertising

Image from: https://www.google.com/search?q=persuasive+advertising+philippines&tbm=isch&ved= 2ahUKEwi4wdLtl93qAhUQA6YKHWLkCf4Q2cCegQIABAA&oq=persuasive+advertising+philippines&gs_lcp=CgNpbWcQAzoECCMQ JzoECAAQQzoCCAA6BggAEAUQHjoGCAAQCBAeOgQIABAYUK9lWNeBAWDWggFo AHAAeAGAAe0CiAH0HpIBBzAuNC43LjWYAQCgAQGqAQtnd3Mtd2l6LWltZ8ABAQ&s client=img&ei=6EMWX7itJ5CGmAXiyKfwDw#imgrc=SVQQNM-KsesmAM Figure 3: Sample Persuasive Advertising Copy

3. Reminder Advertising

Image from: https://www.google.com/search?q=biogesic+johnlloyd&tbm=isch&ved=2ahUKEwi16LL_ mN3qAhUB7ZQKHeHjDoIQ2cCegQIABAA&oq=biogesic+johnlloyd&gs_lcp=CgNpbWcQAzICCAAyAggAMgIIADIGC AAQCBAeMgYIABAIEB4yBggAEAgQHjoECCMQJzoFCAAQsQM6BAgAEENQwhFYw TVg2zZoAHAAeAOAAawOiAHxPJIBCTUtMS4xLjEuM5gBAKABAaoBC2d3cy13aXota W1nwAEB&sclient=img&ei=GkUWX7XzEoHa0wThx7uQCA#imgrc=YB0d5c3FAGmxV M Figure 4: Sample Reminder Advertising Copy 4. Reinforcement Advertising

Image from: https://www.google.com/search?q=security+bank+ads&hl=en&sxsrf=ALeKk00vQqcg1H qe7Y9tRcYTFCKzji0Hbg:1595295347786&s ource=lnms&tbm=isch&sa=X&ved=2ahUKEwjIx5Ckmt3qAhURrZQKHQJOBboQ_AUoA XoECA0QAw&biw=1366&bih=657#imgrc=hBqiy0jteakWlM Figure 5: Sample Reinforcement Advertising Copy

Deciding on the Advertising Budget After determining the right advertising objective for a certain product, it is now important to go over the budgetary requirement of the ad campaign. Specific factors that should be considered when setting the advertising budget are enumerated below: 1. Stage in the Product Life Cycle New products typically need large advertising budgets to build awareness and to gain consumer trial. Mature brands usually require lower budgets as the ratio to sales. 2. Market Share and Consumer Base High market share brands usually needs more advertising spending as a person of sales than do low market share brands. Building the market or taking share from competitor requires larger advertising spending than does simply maintaining current share. 3. Competition and Clutter In a market with many competitors and high advertising spending, a brand must advertise more heavily to be notices above the noise in the market. 4. Advertising Frequency When many repetitions are needed to present the brand’s message to consumers, the advertising budget must be larger. 5. Product Substitutability A brand that closely resembles other brands in its product class requires heavy advertising to set it apart. When the product differs greatly from competitors, advertising can be used to point out the differences to consumers.

Developing the Advertising Campaign In designing and evaluating an ad campaign, it is important to distinguish the message strategy or positioning of an ad from its creative strategy. Message Generation and Evaluation A large advertising budget does not guarantee a successful advertising campaign. No matter how big the budget is, advertising can succeed only if commercials gain attention and communicate well. Today’s advertising messages must be better planned, more imaginative, more entertaining and more rewarding to consumers to gain and hold attention. Creative strategy will play an increasingly important role in advertising success. Effective message strategy begins with identifying customer benefits that can be used as advertising appeals. Advertising appeals should have three characteristics: they have to be Meaningful, Believable and Distinctive. Creative Development and Execution The impact of the message depends not only on what is said but also on how it is said. Any message can be presented in different execution styles. Message execution can be decisive. They can be any of the following advertising medium for execution: Social Media Ads More and more people these days rely on social media contents to entertain themselves. Who would not know Youtube, Facebook, Instagram, or Twitter? These are now the new powerful media for effective advertising campaigns. Television Ads It is generally acknowledge as the most powerful advertising medium. Properly designed and executed TV ads can improve brand equity and affect sales and profits. Print Ads It offers a stark contrast to broadcast media. In general there are two main print media: Magazines and Newspaper Ads It offers daily readership from a wide spectrum of consumer markets and relatively cheaper.

Radio Ads It is cheaper than television. Radio listening is expected to increase significantly over the coming years. Radio Ads can be extremely creative. Creative devices can tap into the listener’s imagination to create powerfully relevant and popular images. Film Ads Many local firms use this medium to advertise their products and services as this minimizes the spillage and the wastage of advertising money. Outdoor Ads This include billboards or waiting shed signage and posters Transportation Ads This includes advertising copies on buses, jeepneys, taxis etc.

Sample Advertising Campaigns in Various Media 1. Social Media Ads

Image from: https://www.google.com/search?q=sample+facebook+ads+philippines&tbm=isch&ved=

2ahUKEwiM2P7BnN3qAhVD15QKHUQ3AY4Q2cCegQIABAA&oq=sample+facebook+ads+philippines&gs_lcp=CgNpbWcQAzoCCAA6B ggAEAcQHjoGCAAQBRAeOgYIABAIEB5Q3NQNWP_4DWCGg1oAHAAeAGAAdcPiAGyPJIBCTUtMS44LTMuMZgBAKABAaoBC2d3cy13aXotaW1nw AEB&sclient=img&ei=y0gWX8zGEMOu0wTE7oTwCA&bih=657&biw=1366&hl=en#imgr c=g-k0UuKqjVfZRM Figure 6: Sample Facebook Ad featuring Pia Wurthzbach for PLDT

2. Television Ads

Image from: https://www.google.com/search?q=Smart+Hyun+Bin+tv+ad&tbm=isch&ved=2ahUKEwi S27u3nt3qAhUbxIsBHSKnBdoQ2cCegQIABAA&oq=Smart+Hyun+Bin+tv+ad&gs_lcp=CgNpbWcQAzICCAAyAggAMgIIA DICCAAyAggAMgIIADIGCAAQCBAeMgYIABAIEB4yBggAEAgQHjIGCAAQCBAeOgcII xDqAhAnUIOfAljgygJg7swCaAFwAHgAgAH1BYgBrRSSAQU1LTMuMZgBAKABAaoBC 2d3cy13aXotaW1nsAEKwAEB&sclient=img&ei=zkoWX5K8BJuIr7wPos6W0A0&bih=65 7&biw=1366&hl=en#imgrc=VocBl6kicaeOlM Figure 7: Sample TV Ad featuring Hyun Bin for Smart

3. Print Ads

Image from: https://www.google.com/search?q=endorsement+of+alden&tbm=isch&ved=2ahUKEwjN -p7vn93qAhWUAqYKHVStAh4Q2cCegQIABAA&oq=endorsement+of+alden&gs_lcp=CgNpbWcQAzICCAAyAggAMgIIADI CCAAyAggAMgIIADICCAAyAggAMgIIADICCAA6BQgAELEDOgcIABCxAxBDOgQIABB DUL6GAVjxwQFgzMQBaAFwAHgBgAGDBogBwiiSAQsyLTIuMi4zLjIuMpgBAKABAaoB C2d3cy13aXotaW1nwAEB&sclient=img&ei=T0wWX42XHZSFmAXU2orwAQ&bih=657& biw=1366&hl=en#imgrc=FrcXDJPhFZ2GxM Figure 8: Sample Print Ad featuring Alden Richards for Snow Caps 4. Newspaper Ads

Image from: https://www.google.com/search?q=philippine+newspaper+ad&tbm=isch&ved=2ahUKEw jWmZ6rod3qAhV8zYsBHSbgB7oQ2cCegQIABAA&oq=philippine+newspaper+ad&gs_lcp=CgNpbWcQA1Dp6wFYgvoBYLr7 AWgAcAB4AIAB2wKIAeYTkgEFMi01LjSYAQCgAQGqAQtnd3Mtd2l6LWltZ8ABAQ&scli ent=img&ei=2U0WX5bJLPyar7wPpsCf0As&bih=657&biw=1366&hl=en#imgrc=ZEx02Q khrsu2fM Figure 9: Sample Newspaper Ad by The SM Store 5. Outdoor Ads

Image from: https://www.google.com/search?q=philippine+bench+billboard&tbm=isch&ved=2ahUKE wj6pNvIot3qAhVI4pQKHVpsDfQQ2cCegQIABAA&oq=philippine+bench+billboard&gs_lcp=CgNpbWcQAzIGCAAQCBAeOg IIADoECAAQGFDEngRYh7YEYJm3BGgAcAB4AIABzgOIAdMdkgEJMC4yLjYuMy4ym AEAoAEBqgELZ3dzLXdpei1pbWfAAQE&sclient=img&ei=I08WX7qHPMjE0wTa2LWgD w&bih=657&biw=1366&hl=en#imgrc=k9AcC5gs7D76yM Figure 10: Sample Outdoor Ad featuring Park Hyung Sik for Bench

6. Transportation Ads

Image from: file:///C:/Users/joan/Desktop/Sir%20Jeff/Advertising/bus-seats-ads.webp Figure 11: Sample Transportation Ads featuring McDonald’s on bus seats

Social Responsibility Review Advertisers and their agencies must be sure advertising does not over step social and legal norms. Public policy makers have developed a substantial body of lows and regulations to govern advertising. Deciding on Media and Measuring Effectiveness After choosing the message, the advertiser’s next task is to choose media to carry it. Major steps in media selection are as under: 1. Deciding on Reach, Frequency, and Impact Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. Frequency is a measure of how many times the average percent in the target market is exposed to the message. The advertiser must also decide on the desired media impact-the qualitative value of a message exposure through a given medium.

2. Choosing among Major Media Types The major media types are newspapers, televisions, direct mail, radio, magazines, outdoor and the most powerful these days, online (think social media). The media habits of the target consumers will affect media choice. Advertisers look for media that reach target consumers effectively. Different types of messages may require different media. Cost is another major factor in media choice. The media planner looks at the total cost of using a medium. Media impact and cost must be reexamined regularly. As a result, advertisers are increasingly turning to alternative media, ranging from cable television and outdoor advertising to parking meters and shopping cards. 3. Selecting specific vehicles The media planner now must choose the best media vehicles and specific media within each general media type, media planners must complete the cost per thousand percents reached by a vehicle. The media planners must also consider the cost of producing ads for different media. Whereas, newspaper ads may cost very little to produce flashy television ads may cost millions. 4. Deciding on Media Timing and Allocation The advertiser must also decide how to schedule the advertising over the course of a year. The firm can vary its advertising to follow the seasonal pattern, or to be the same all year. Most firms do some seasonal advertising. The advertiser has to choose the pattern of the ads. The idea is to advertise heavily for a short period to build awareness that carries over to the next advertising period.

Evaluating Advertising Effectiveness Good planning and control of advertising depend on measures of advertising effectiveness. Most advertisers try to measure the communication effect of an ad-that is, its potential effect on awareness, knowledge, or preferences. A. Communication-Effect Research It seeks to determine whether an ad is communicating effectively. There are three major methods of pre testing. 1. Consumer Feedback Method Ask the consumers for their reactions to a proposed ad. Record their responses and insights. Find common themes which can be used in the next campaign or in product development.

2. Portfolio Test It asks consumers to view or listen to a portfolio of advertisements. Consumers are than asked to recall all the ads on their contents, aided or unaided by the interviewer. 3. Laboratory Test It use equipment to measure physiological reactions like heartbeat, blood pressure, perspiration to an ad; or consumers may be ask to turn a knob to indicate their moment to moment liking or interest while viewing sequence material. B. Sales Effect Research Advertising’s sales effect is generally harder to measure than its communication effects. Sales are influenced by many factors such as features, price and availability as well as competitor’s actions. The formula for measuring the sales impact of advertising includes the following variables: 1. 2. 3. 4.

Share of Expenditure Share of voice Share of Mind and Heart Share of Market

Self-Assessment Questions # 1 1. Enumerate and discuss the 5 Ms of advertising (5 points each) 2. List the 4 advertising objectives and provide one example each. Justify your choice. (5 points each) 3. What are the considerations in setting an advertising budget? Cite at least 3 and discuss. (5 points each) Activity 1. List down the 8 media that can be utilized in advertising. Discuss when they can be really useful, for what product and how they are appropriate for a given target market. (5 points each) Answer to Self-Assessment Questions # 1 1. Mission, Money, Message, Media and Measurement. Refer to the module rubric for the discussion part. 2. Informative advertising, Persuasive advertising, Reminder advertising, Reinforcement advertising. Refer to the module rubric for the discussion part. 3. Any 3 of the following: stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency and product substitutability. Refer to the module rubric for the discussion part.

Grading Rubric for essay questions: Areas Content

5 Explains fully his side and presents a clear and compelling stand on his answer

4 Presents a strong case for his answer yet at some point lost its strength by having little supporting contents

Thought Development

There is a very fluid flow of thoughts and follows a rigorous format of development, from personal perspective to evidence-based arguments

Discussion is coherent to some extent yet there were claims or assertions that were not supported by hard evidence

Grammar

Followed the rules of grammar 100%

Most of the rules of grammar were followed save for some minor errors

3 Presents an answer that allows the reader to be reflective on his stand yet there is little to no supporting facts presented Discussion has weight yet some thoughts are contradicting and sometimes going out of the context by which the answer should have revolved Majority of the rules of grammar were followed but some errors were glaring enough to go unnoticed

2 Presents some contents that show his side in a given case however no supporting facts was presented

1 Present his answer in purely opinion form.

Discussion presents key assertion of facts however not supported with solid argument

There is a very little coherence in the ideas are presented to answer the questions

Some of the rules of grammar were followed but there were many errors committed

Even the basics of grammar were not followed yet there is an effort exerted in answering in English

Note: Total scores divided 3 to get average grade. Please round off and no decimal points. References and Additional Resources Mathur, S. (2015, May 27). What steps are required in developing an advertising program? www.slideshare.net. Retrieved from https://www.slideshare.net/iiminternship101/what-steps-are-required-in-developing-anadvertising-program n.a. (2015). Developing and managing an advertising program. www.managementpedia,com. Retrieved from https://www.managementpedia.com/threads/developing-and-managing-an-advertisingprogram.22841/ n.a. (2018). Developing and managing an advertising program. www.ebrary.net. Retrieved from https://ebrary.net/80682/management/developing_managing_advertising_program n.a. (2020). Discuss the steps involved in developing an advertising program. www.abcofmarketing.com. Retrieved from https://www.abcofmarketing.com/discuss-thesteps-involved-in-developing-an-advertising-program/...