Mktg70

• Strategic Approach


  The advertising cycle guides businesses in promoting products/services for brand awareness and customer loyalty
• Three Stages


  1. Introductory (launching new products)

  2. Competitive (differentiating from competitors)

  3. Retention (maintaining loyalty for established products)
• Introductory Stage


  • Focuses on introducing a new product or adding new features to an existing one, raising consumer awareness
• Competitive Stage


  • Emphasizes highlighting unique selling propositions (USPs) to convince consumers to choose your product over rivals
• Retention Stage


  • Aims to build and sustain customer loyalty for established products through consistent, low-intensity advertising campaigns
• Three Crucial Elements


  • Advertiser
  • Marketing Firm (Agency)
  • Advertising Platforms
• Advertiser


  Any entity (producer, manufacturer, etc.) initiates campaigns, negotiates with agencies, and becomes the sponsor upon project completion
• Marketing Firm (Agency)


  An independent service organization offering promotional initiatives like advertising and public relations
• Advertising Platforms


  The channels used to deliver the advertising message (e.g., broadcast media, print media, outdoor media)
• Internal Department


  • The advertising department within a client company supports marketing and sales efforts
• Key Tasks of Internal Department

  • Managing advertising & promotions
  • Public relations support
  • Market research
  • Agency selection
  • Ad approval/budgeting
• Independent Organization


  • An advertising agency operates outside the advertiser's control and has various internal departments
• Key Departments of Advertising Agency

  • Account Management (client liaison)
  • Research (data gathering)
  • Copywriting (ad text creation)
  • Art Direction (visuals)
  • Media (channel selection)
  • Production (technical aspects)
  • Traffic (delivery and scheduling)
• Account Management


  • Handles initial consultations, budget negotiations, client updates, and project supervision
• Research Department


  • Gathers additional data on market, consumers, products, and advertising effectiveness
• Copy Department


  • Creates compelling ad copy (text, scripts, layouts) based on research and client goals
• Art Department


  • Translates the copy into visuals (illustrations) that match the ad message
• Media Department


  • Chooses the most effective channels (print, TV, etc.) to reach the target audience
• Production Department


  • Ensures the technical quality of the ad (master copies, color reproduction)
• Traffic Department


  • Delivers ad materials to media outlets and ensures they run according to schedule
• Advertising Theme (Appeal)


  The central message designed to evoke a desired response from the audience (positive or negative framing)
• Positive Appeal


  • Highlights the benefits of using the advertised product/service, painting a desirable picture of how it improves the customer's life
• Negative Appeal


  • Warns of consequences for not using the product, emphasizing potential problems avoided by purchasing it
• Compelling Sales Points


  • Features
  • Advantages
  • Benefits
• Features


  Physical characteristics of the product
• Advantages


  How features translate into benefits
• Benefits


  Positive impacts on the customer's life
• Capturing Attention


  • Involuntary attention
  • Voluntary attention
• Involuntary Attention


  • Grabbing attention even when not actively looking for an ad
• Voluntary Attention


  • Appealing to the audience's existing interests and needs
• Cost-Effective Reach


  • Compared to other media, radio advertising offers the most affordable way to reach a broad audience
• Targeted Marketing


  • Radio stations cater to specific demographics and interests, allowing you to target your ideal customer
• Personal Connection


  • Radio fosters a personal experience with listeners developing a sense of recognition with familiar voices
• Imaginative Appeal


  • The lack of visuals ignites creativity, using sound effects and music to create vivid mental imagery
• Radio Waves


  Radio signals travel through the air using electromagnetic waves with varying frequencies and amplitudes (AM/FM)
• Peak Hour Pricing


  • Advertising rates are highest during "drive time" (mornings/evenings) when listenership is at its peak
• Drive Time Rate


  Ensures your ad airs during peak hours
• Run-of-Station (ROS) Rate


  Offers flexible ad placement at a lower cost
• Special Features Rate


  Places your ad alongside popular segments (news, traffic) for greater impact
• Radio Ad Production


  • Live vs. Pre-Recorded
  • Production Team
  • Budget Allocation
  • Studio Selection
  • Voice Casting
  • Music Selection
  • Practice Sessions
  • Recording Audio
  • Post-Production
  • Master Duplicates
  • On-Air Debut