...Effective Advertising Planning and Implementation Name Course Name and Number Instructor’s Name Date Effective Advertising Planning and Implementation Advertising is a key resource to businesses because it allows businesses the opportunity to reach its customers, and it also creates other opportunities to gain new customers. This is how a company increases its market share. However large a company's customer base determines how large of a piece of the market share pie it owns. This is why effective advertising planning and implementation is so important. There are several key components to an effective advertising implementation plan, and each component serves a specific purpose in the smooth operation of advertising campaign strategies. Two of these key components are marketing research and advertising research. Marketing Research Effective advertising planning includes an effective marketing research initiative. According to Arens, Weigold, & Arens (2008), marketing research helps a company's management team make sound marketing decisions, and also assists in the development of systematic procedures for gathering information. These procedures are used to record and analyze information as well. Additionally, marketing research helps companies with what Arens, Weigold, & Arens (2008) refer to as the three R's of marketing. The first "R" of marketing is recruiting new customers. The second "R" of marketing is retaining current customers, and the third "R" of marketing...
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...judgment skills in order to both successfully alleviate client discomfort and sell highly effective, groundbreaking ideas account team -A group of people comprising many different facets of the advertising industry (direct marketing, public relations, graphics design, etc.) who work together under the guidance of a team leader to both interface with other members of the account team and team members of their own respective specialities creative brief -a document that outlines and channels an essential creative idea and objective cognitive style- the unique preference of each person for thinking about and solving a problem. Cognitive style pioneer Carl Jung proposed three different dimensions in which thinking differs: sensing versus intuiting, thinking versus feeling, and extraverted versus introverted creative abrasion- the clash of ideas, abstracted from the people who proposed them, from which new ideas and breakthroughs can evolve interpersonal abrasion- the clash of people, often resulting from an inability to regard idea feedback as separate from personal feedback, from which communication shuts down and new ideas get slaughtered unique selling proposition- A promise contained in an advertisement in which the advertised brand offers a specific, unique, and relevant benefit to the consumer comparison advertisements -advertisements in which an advertiser makes a comparison between the firm's brand and competitor's brands Testimonial -an advertisement in...
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...Good Times As I was flipping through an old Maxim magazine I noticed the numerous ads for leading products such as alcohol or even tobacco; it was difficult not to. Many alcoholic beverage products use sex appeal whereas others may use a socializing atmosphere to market their product. Skyy Infusions All Natural Ginger Vodka illustrates strong sexual appeal by using an attractive red head to promote its product. Hennessy Cognac takes more of a rewarding social approach directed mainly towards black consumers. So whether you’re feeling frisky or like relaxing with friends you’re sure to have a good time when consuming alcohol. Alcohol products in general are aimed at a younger audience, consumers prominently between the ages of 21 and 45. The Skyy Infusions All Natural Ginger Vodka advertisement has an image of a large, blue, glass bottle on the lower right side. On the left is a stunningly attractive red head, a “ginger” with striking blue eyes, bright red lips, and cherry red polished nails. The models hair is elegantly styled with big luscious curls. Her skin is a light, milky, cream color and her neck is alluringly exposed. It appears as if she is lying on a bed of silk bronze colored sheets which wrap around her showing just enough bare skin to make you believe that she is wearing nothing at all. She has a very seductive look on her face with her mouth slightly open intended to entice male consumers to purchase this product. In her left hand she holds a drink...
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...know that Nike ads display confidence, attitude, and a good seller about their products. Historically, using successful sports stars has been a typical characteristic of Nike’s commercial. Michael Jordan was one of their main promoters. They are using a lot of rhetorical techniques like ethos, pathos and logos to catch consumers’ attention. Its successful visual appealing makes consumers cannot escape even take a glance of it and want to buy their products. Briefly Introduce the Visual Content of the Ads 1. This advertisement is a Nike advertisement in the old time. 2. It shows a famous basketball player, Michael Jordan, in the air about to most finish off a slam dunk. There are two lines of words in large size on the top right of the advertisement, showing “Michael Jordan: 1, Isaac Newton: 0” this shows that Michael Jordan is basically defying gravity by being that high up in the air. Thus, this goes against Newton’s law of Universal gravitation. 3. Below these two lines, there is a logo of Nike Company----a check mark. The whole design of this ad is very simple and clear. Rhetorical Analysis of the Ads: Ethos, Pathos and Logos. Ethos: 1. The use of ethos is clearly delineated by endorse Michael Jordan. 2. He is a world famous basketball star and has a good reputation. 3. He is wearing Nike shoes in the ad and Jumping that high in the air. His reputation makes audiences and consumers to believe the high quality of Nike shoes. 4. The Jordan ad carried a secondary...
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...telling and selling the product.Advertising Management though is a complex process of employing various media to sell a product or service. This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product. Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services. As mentioned above, advertising management begins from the market research phase. At this point, the data produced by marketing research is used to identify what types of advertising would be adequate for the specific product. Gone are the days when there was only print and television advertising was available to the manufacturers. These days apart from print and television, radio, mobile, and Internet are also available as advertising media. Advertising management process in fact helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of the product. If you wish to make the advertising effective, always remember to include it from the market research time. Market research will help to identify the niche segment of the population to which the product or service has to be targeted from a large population. It will also identify why the niche segment would opt for...
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...to run AdSense advertisements. Actually, there are no strict criteria for acceptance into the AdSense program. It does not place minimum traffic requirements on applicants which unlike other ad networks. However, the only real criteria are “acceptable content” requirements. At the moment you have been accepted, you will be able to run AdSense advertisements on any site you own using the same ad code. The next step is to make the targeting of Google AdSense work. Google uses its search engine ranking technology to decide which ads to show on your site, and on specific pages of your site. For example, on a Webmaster site, an article about Flash might be accompanied by an ad for Macromedia products, while an article about Web hosting might show an ad from a hosting company. This type of targeting is very effective, and results in good click-through rates in most circumstances. However, this type of targeting isn’t perfect. One key issue with the system is that Google seems to be doing very little in the way of ad rotation. If a certain ad is highly targeted to your content, it might be shown every time. This means that if you attract a large number of return visitors, or generate a high number of page views per visitor, you may experience declining click-through rates on the ads over time. Another issue is...
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...success not only in revenue but also for representing brand itself. One of the advertisements is on Food Network magazine. It is a print advertisement. On the ad, Snickers connects itself with a picture of a zebra chasing down a lion on the savanna. On the lower right corner, Snickers puts on its campaign’s name, you’re not you when you’re hungry. Snickers’s ad...
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...Through the analysis of a Louis Vuitton and an Etienne Aigner advertisement from ELLE Magazine, it is simple to pinpoint the success of the Louis Vuitton advertisement and the pitfalls of the Etienne Aigner advert. The Louis Vuitton advertisement depicts Michelle Williams, an accredited actress and style icon, with an iconic Louis Vuitton monogram print bag casually slung over her shoulder. It is simple, and tasteful. The image is not extremely exciting but the subdued, cool coloring of Michelle Williams is striking in comparison to the warm camel tones of the bag, creating an arresting image. It is clear in this advertisement that the product that is trying to be sold is the bag. In comparison the Etienne Aigner advertisement is less straightforward in what it is trying to sell. The ad contains a brown fur and leather boot positioned horizontally at the top of the page and a table with a few bangles and a plum at the bottom of the page. The colors chosen in the ad, with the exception to the red tint to the plum, are all in the brown color family. The colors are not eye-catching and are easily dismissible. The components of the ad do not connect of make sense either. The plum and bangles seem out of place and random under the seemingly floating boot. While someone flipping through...
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...buy or use it. Advertise also used to give information to the public about and announce publicly in a newspaper, on the radio or television as well. Institutional advertising has for a century sought to build corporate reputations without appealing for sales. Political advertising solicits a vote or a contribution, not a purchase. Usually, to authors distinguish advertising from salesmanship by defining it as mediated persuasion aimed at an audience rather than one-to-one communication with a potential customer. In the 1700s, the year that advertisement began with Benjamin Franklin publishing the Pennsylvania Gazette in Philadelphia, which include pages of "new advertisements?” Then Benjamin Franklin's General Magazine prints the first American magazine ads." By 1784 The Pennsylvania Packet & Daily Advertiser, America's first successful daily newspaper starts in Philadelphia. Many publications banned advertising while others limited the space to one column width. Even though advertising was limited to one column, Benjamin Day publishes the Sun, the first successful "penny newspaper" in New York. By 1837, circulation reaches 30,000, making it the world's largest newspaper. However by 1870 there were over 5,000 newspapers in circulation which carried advertising and the demand for advertising services was rapidly growing. . A particularly disturbing form of early American advertisements was notices of slave sales or appeals for the capture of escaped slaves. Historians have used...
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...Information Systems Table of Contents Introduction 3 Understanding the market challenges 3 Internal operations and External operations 3 Information Technology Comparison chart 4 Technology and Information systems benefits and drawbacks 4 Bullets of successful strategy 5 References 6 Thriving as a small business in a competitive market calls for many ingenious strategies to remain afloat. As companies enter into the market they can become easily consumed, overwhelmed and sometimes unnoticeable. Opening business doors as a nostalgic record store immediately identifies a consumer demand, in efforts of remaining competitive and ultimately in business. As many internal operations are facets to efficient workplace process equating to fiscal conservatism, there are also many external factors that are paralleled. This proposal shall outline the effectiveness and detriments of many technologies and information systems that remain current in the market for small businesses today. After reviewing the consumer market drive for record store inventory, results have demonstrated the most effective method to liquidate the product inventory would be marketing. By streamlining an effective marketing campaign and a competitive edge strategy the company would have the ability to target specific audience within the context of the company’s products. With the multitude of genres that would be cataloged...
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...Marketing Plan & Strategies of PBS The information for this article was derived from many sources, including Michael Porter's book Competitive Advantage and the works of Philip Kotler. Concepts addressed include 'generic' strategies and strategies for pricing, distribution, promotion, advertising and market segmentation. Factors such as market penetration, market share, profit margins, budgets, financial analysis, capital investment, government actions, demographic changes, & emerging technologies. There are two major components to your marketing strategy: * how your enterprise will address the competitive marketplace * how you will implement and support your day to day operations. In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy you must also have a well defined methodology for the day to day process of implementing it. In the process of creating a marketing strategy you must consider many factors. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify 'every' important factor at a generic level. However, many are common to all marketing strategies. Some of the more critical are described below. You begin the creation of your strategy by deciding what the overall objective of...
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...Marketing Plan & Strategies of PBS The information for this article was derived from many sources, including Michael Porter's book Competitive Advantage and the works of Philip Kotler. Concepts addressed include 'generic' strategies and strategies for pricing, distribution, promotion, advertising and market segmentation. Factors such as market penetration, market share, profit margins, budgets, financial analysis, capital investment, government actions, demographic changes, & emerging technologies. There are two major components to your marketing strategy: * how your enterprise will address the competitive marketplace * how you will implement and support your day to day operations. In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy you must also have a well defined methodology for the day to day process of implementing it. In the process of creating a marketing strategy you must consider many factors. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify 'every' important factor at a generic level. However, many are common to all marketing strategies. Some of the more critical are described below. You begin the creation of your strategy by deciding what the overall objective...
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...controls on media use, including on advertising, through the Mass Media Council. Through the efforts of advertising industry leaders, the Mass Media Council eventually gave way to a Council of Advertising, Public Relations, Research and Sales Promotion chaired by respected advertising practitioner Francisco Floro. This Advertising Council, in turn, created a sub-committee composed of representatives from the Association of Philippine Advertising Agencies, the Cinema Advertising Association of the Philippines, Kapisanan ng mga Brodkaster sa Pilipinas, Lapian ng mga Adbertaysing Praktisyoners na Pilipino sa Ikauunlad ng Sambayanan, the Outdoor Advertising Association of the Philippines, the Philippine Association of National Advertisers, the Print Media Organization, the Office of Civil Relations, Institute of Mass Communications, and the consumer sector. The sub-committee under the chairmanship of Lyle K. Little, undertook the drafting of a Code of Ethics for the advertising industry. After 15 months of preparation, the Code...
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...weight (Eugenia E. Calle 2003). A large proportion of overweight people have been trying to lose their weight in every possible way. However, not every attempt was successful. Due to that, the pharmaceutical industry has been developing and testing a large variety of medicines that are specifically made to help people with weight issues. One of the newest drugs on the market is Metabical, a prescription drug developed by Cambridge Sciences Pharmaceuticals (CSP). Based on the results from clinical trials, Metabical has been proven effective for weight loss of overweight people. The question is how willMetabicalbe introduced to the market? PULL MARKETING The main idea was to advertise Metabical directly to consumers in order to increase the awareness of the product. This strategy was based on pull marketing where the purpose was to attract the customers and make them approach the supplier or seller first. It is not an assertive way of marketing in comparison to push marketing where a seller calls potential customers on the telephone asking whether they would like to purchase a product they might not actually need. In 1997, the Food and Drugs Administration (FDA) has reduced restrictions on direct-to-consumer-advertising concerning drugs. Therefore, the effect of the pull marketing was tremendously positive for the pharmaceutical industry. (Buckley 2003). It is also visible in a study made by Prevention magazine, where doctors whose patients came and asked for a medicine that they...
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...| ADVERTISING PLAN 2011 | MM575 – ADVERTISING MANAGEMENT | | | Ivory Miller | 12/11/2011 | | TABLE OF CONTENTS Executive Summary | Page 2 | Situation Analysis• Company Description• SWOT Analysis• Industry Analysis• Target Market Description • Marketing Mix• Competitive Analysis | Page 3Page 3Page 4Page 4Page 6Page 7Page 9 | Advertising Objectives• Communication goals• Purchasing behavior• Positioning | Page 10Page 10Page 11Page 12 | Advertising Strategy• Product Concept• Target Audience • Communications Media• Media Objectives• Media Plan• Communication Effectiveness• Advertising Message | Page 13Page 13Page 13Page 14Page 15Page 16Page 17Page 17 | Testing & Evaluations• Advertising Research• Effectiveness Measurement | Page 19Page 19Page 20 | Bibliography | Page 21 | EXECUTIVE SUMMARY The use of cellular or mobile phones has shown remarkable growth and evolution over the past few years. Consumers can make voice calls, send text messages, access their emails, the internet and can even insure their phones in the event that they are lost or damaged for a small fee per month. All bases seem to be covered correct? Let’s imagine a worst case scenario and say due to the current economy your company has to downsize which involves laying-off your whole department including you. You’re back at square one looking for a job to match your qualifications. About two years have passed and your unemployment benefits have run out. You’re barely making...
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