Advertising Management

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Advertising and IMC Process

• Advertising still major component

• Consumer sector
• Primary communication vehicle

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 Advertising Campaign
Management

1. Conduct and review advertising research

2. Establish advertising objectives
3. Review advertising budget
4. Select media
5. Prepare creative brief

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1. Advertising design theories
• Hierarchy of effects model
• Means-end theory
2. Visual and verbal imaging
3. Advertising appeals
 Hierarchy of Effects Model
The hierarchy of effects model is helpful in
clarifying the objectives of an
advertising campaign as well as the
objective of a particular advertisement.
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. purchase Copyright ©2014 by Pearson Education, Inc. All rights reserved.
 Hierarchy of Effects Model
• Steps are sequential
• Some experts question if sequential
• Consumers spend time at each step
• Brand loyalty involves all six steps
• Similar to attitude formation
• Cognitive  affective  conative
• Cognitive – awareness, knowledge
• Affective – liking, preference, conviction
• Conative – actual purchase
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5-6
 Hierarchy of Effects Model

Cognitive

Awareness
Affective

Knowledge
Conative
Liking

Preference

Conviction

Purchase

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• Building brand loyalty requires all six steps.
Attitude Change:
• Cognitive components: refers to the person’s
mental image, understanding of the product,
cognitive ads works for achieving brand
awareness and brand knowledge.
• Affective components: contains feelings and
emotions about product, affective ads works for
liking, preference, and conviction.
• Conative components: is the individual
intentions, actions, or behavior, conative ads
works for product purchase.
 Means-End Theory
• Means-end chain
• Message (means) lead to end state (personal values)
• Means-end chain used to build a model called:
Means-End Conceptualization of Components of
Advertising Strategy (MECCAS)
• Model suggests six elements that are critical to ad
design
• Product attributes
• Consumer benefits
• Leverage points
• Taglines
• Personal values
• Executional framework

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• Product attributes  benefits  personal values

• Product attributes lead to consumer benefits.

The leverage point connects that benefit to
the personal value. Taglines are used to
make an important and memorable point
about the product. The executional
framework is the foundation for the ad.
 FIGURE 6.2
Means-End Chain for Milk

Attributes Benefits Personal Values

Low fat Healthy Self-respect

Calcium Healthy bones Comfortable life

Ingredients Good taste Pleasure

Happiness

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6-11
 Leverage Points
• Moves consumer from benefits to personal value
• Links attributes – benefits – personal values
• Associated with attitude change
• Ads need powerful leverage points

To be effective, ads need powerful leverage points.

The leverage point can be a visual, part of a visual,
a headline, a tagline or even copy in the ad. Most
creatives spend considerable time thinking about and
creating a good leverage point.

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 Verbal and Visual Elements

• Balance between visual and verbal

• Visual processing
– Easier to recall
– Stored both as pictures and words
– Concrete vs. abstract
• Radio visual imagery
• Visual esperanto
• International ads

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• Most ads seek to have a balance between visual and
verbal, but usually one will be more dominant than
the other. In recent years, advertisers have seen a
move to more visuals and less emphasis on verbal
content. One reason for the change is that visual
processing is easier for consumers to recall. Visuals
are stored in the brain both as pictures and as words.
If consumers can create a mental image or picture, it
actually is superior to seeing the visual in terms of
recall. So radio ads that can make listeners use their
imagination and picture the product work very well.
Visual esperanto is the ability of a visual to
transcend cultures and languages by conveying the
same meaning. It is especially beneficial in
international ads where advertisers want to convey
the same message to every market in the world.
Business-to-business ads in the past emphasized
verbal content, but in recent years B-to-B ads have
moved to more visuals.
Got milk?
Factors Impacting Relationship
Between Promotions and Sales

• The goal of the promotion

• Threshold effects
• Diminishing returns
• Carryover effects
• Wear-out effects
• Decay effects
• Random events

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• Threshold effects are present at the point
where the advertising or communication
begins to affect consumer responses in a
positive direction
• Diminishing returns occur when advertising
expenditures begin to lose their impact
• Carryover effects refer to an ad’s
message being remembered or carried
over to the time when the product is
needed and the consumer is thinking
about the purchase.
• Wear-out effects occur when an ad or
message becomes old and the consumer
no longer pays attention to it.
• Decay effects occur when a company
quits advertising, and the brand name
begins to fade in people’s memories.
 FIGURE 5.9

Advertising Goals

• To build brand image: building a

brand image should be a key
advertising goal, brand image begins
with developing brand awareness.
Brand awareness means the consumers
recognize and remember a particular
brand or company name when they
consider purchasing options. (top of
mind brands).
5-20
• To inform: Typical information for consumers
includes a retail store’s hours, business location,
or sometimes more detailed product
specifications.
• To persuade: a particular brand is superior
to others and should be the top choice
• To support other marketing efforts:
Manufacturers use advertising to support trade
and consumer promotions, such as theme
packaging or combination offers.
• To encourage action: Many commercials
encourage the audience to take action by dialing
a toll free number or going to a website.
Awareness
 Inform
• Providing detailed information about the
product or service.
Inform
 Persuade
• Companies use their years of establishment to
convince the public that they have experience.
 Support Marketing Efforts
Advertising Goals

• Consumer promotions
• Retailers
• Special sales
• Promotional campaign

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 Encouraging Action
Advertising Goals
• Encourage some type of action
• Inquiry
• Access Web site
• Visit retail outlet
• Send e-mail or telephone

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Action
Action
 Taglines
• Key phrase in an advertisement
• Memorable
• Identify uniqueness or special meaning
• Provide consistency
• Taglines identified with specific brands
• Catchy taglines transcend campaigns
• Developing new taglines

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 Verbal and Visual Elements
A key decision made by the creative determines the degree of
emphasis given to the visual elements of the ad versus the verbal
elements.

Combining visual with verbal elements can cause a message to be

dual-coded and more easily remembered.

Visual images:

• Often lead to more favourable attitudes toward both the

advertisement and the brand
• Tend to be more easily remembered than verbal copy
• Are stored in the brain both as pictures and words
• Range from very concrete and realistic to very abstract
 FIGURE 7.9
Principles of Effective Advertising

• Visual consistency
• Campaign duration
• Repeated taglines
• Consistent positioning- avoid ambiguity
• Simplicity
• Identifiable selling point
• Create an effective flow
• Producing effective ads requires the joint efforts of the
client and agency personnel.
• Visual consistency across ads and across campaigns
allows consumers to quickly identify an advertisement
and a brand. Repeatedly seeing a specific visual
image, headline, copy, or tagline helps embed a
brand into a person’s long-term memory. Visual
consistency is especially important in moving an ad
to long-term memory. Repetition enhances both ad
recall as well as brand recall. Campaign duration is
always an issue. From a cost perspective, clients want a
campaign to last a long time. But, wear-out occurs and
then ads are ignored. Timing for new campaigns is
difficult to determine. Taglines repeated in ads helps tie
campaigns together and identify a brand. It is important
to use consistent positioning to avoid ambiguity and
confusion. If at all possible, keep it simple. Use only one
identifiable selling point. Don’t overwhelm consumers
with too much information or too many benefits. Lastly,
create ads that flow and are visually appealing.