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ADVERTISING
INTRODUCTION
DEFINITION OF ADVERTISING
MAJOR ADVERTISING DECISIONS
CASE STUDY 1- TACKLING BINGE
DRINKING
CASE STUDY 2 – ADVERTISING ON
CONCLUSION
ADVERTISING
ADVERTISING
DEFINITION:
“ Advertising can be defined as the means by which matter is published or broadcast to individuals for payment or other
valuable consideration and which draws the attention of the public or a segment of it , to a product, service, person, organisation or
line of conduct in a manner calculated to promote or oppose directly or indirectly that product, service, person, organisation or
line of conduct ’’
ADVERTISING
OBJECTIVES
SETTINGS
BUDGET DECISION
S
MESSAGE DECISION
MEDIA DECISION
ADVERTISING EVALUATION
MAJOR ADVERTISING DECISIONS
ADVERTISING
SETTING ADVERTISING OBJECTIVES
BUDGET DECISION
Specific communication task to be accomplished with a specific target audience during a specific period of time1) Informative
advertising 2) Persuasive
advertising 3) Comparative
advertising
Setting the total budget for advertising:
1) Affordable method2) Percentage-of-sales-
method3) Competitive-parity
method4) Objective-and-task
method
DEVELOPING ADVERTISING STRATEGY
ADVERTISING
CREATING THE ADVERTISING MESSAGE1) Breaking through
the clutter2)“Advertainment”3) Branded
entertainment
All based on the “ creative concept” (Big Idea)
SELECTING ADVERTISING MEDIA
1)Reach, frequency and impact
2)Choosing among major media types
3)Selecting specific media vehicles
4)Media timing
ADVERTISING
MEASURING THE EFFECTIVENESS
1) COMMUNICATION EFFECTSIs the ad or ad campaign communicating the ad messagge well?
2) SALES AND PROFIT EFFECTSAffected by several factors such as product features, price and availability
ADVERTISING
Be the Influence: Tackling Binge Drinking
National Binge Drinking Strategy (NBDS)
A drinking problem in a sporting nation
“ Australian sports broadcasts are
dominated by alcohol advertising. ”
— Amy Bainbridge
CASE STUDY 1
Campaign Target & Budget
$50 million (total)
$25 million : Pay back alcohol sponsorship that
companies have invested
$20 million : Community Level Initiatives (CLI)
against
binge drinking
$5 million : Telephone Counseling Helpline &
Social
Marketing Campaign
General public
Especially young people:
15-24 age group ~ 1million
ADVERTISING
ADVERTISING
https://www.youtube.com/watch?v=SbfG73OWtiU
Anti-binge drinking messages
Reduce the links between alcohol promotion and sporting activities
Reduce the exposure of young people to alcohol imagery and branding
Promote responsible drinking
Provide alcohol-free environments
ADVERTISING
Media Mix
YouTube Channel
In-venue advertising
E-newsletters/ Direct mail emails
Social media
ADVERTISING
Advertising Effectiveness
Nearly 1,000 events around Australia has advertised “Be the Influence” through venue signage, in stadium announcements and uniform branding.
“Strong enough to say enough”
• Football Federation Australia• Basketball Australia• Netball Australia• Swimming Australia• Surfing Australia• Cycling Australia• Hockey Australia• Athletics Australia• Skateboarding Australia• Volleyball Australia• Equestrian Australia• Triathlon Australia• Australian Canoeing• Australian University Sport• Australian Baseball League
ADVERTISING
ADVERTISING
CASE STUDY 2
ADVERTISING ON
Facebook ads: £100,000 bill for government - good value? (BBC NEWS,
28 August 2012)
ADVERTISING
To maximise the economic potential of the Olympic and Paralympic Games and promote the UK's assets around the world between 2012- 2015
“The GREAT Britain Campaign”
ADVERTISING
13 Facebook pages promoting various aspects of British life, business and culture.
Objective
To promote Britain as a place to visit ADVERTISING
ADVERTISING
Budget Decision
£37,000,000£100,000 0.27%
ADVERTISING
How many people clicked “ Like” on Facebook ?1. 5,8302. 58,3003. 583,0004. 5,830,000
ADVERTISING
583,000 Facebook “Like”
472 million ad impressions
782,000 ad clicks
ADVERTISING
Advertising Evaluation
Cost-effectiveness?
1 “Like” = …$?
Too much for an one Government?
CONCLUSION
ADVERTISING
The effectiveness of advertising mainly depends on message strategy and creative strategy.
The clear message communicates the organization’s positioning and the media mix choose affects the coverage of audience.
SNS including Facebook has radically changed the consumer decision process and communication platforms
Facebook has a profound effect on younger generation who are about to be away from typical medium such as television, magazine and newspaper gradually
REFERENCE LIST
ADVERTISING
BAINBRIDGE, A. 2013. A drinking problem in a sporting nation [Online]. ABC the Drum. Available: http://www.abc.net.au/news/2013-04-29/bainbridge-alcohol-advertising-in-sport/4656386 [Accessed 10 may.
CELLAN-JONES, R. 2012. Facebook ads: £100,000 bill for government - good value? [Online]. United kingdom: BBC. Available: http://www.bbc.co.uk/news/technology-19396785.
ELLICKSON, P. L., COLLINS, R. L., HAMBARSOOMIANS, K., & MCCAFFREY, D. F. 2005. Does alcohol advertising promote adolescent drinking? Results from a longitudinal assessment. Addiction, 100, 235-246.
HUDSON, S. & THAL, K. 2013. The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing. Journal of Travel & Tourism Marketing, 30, 156-160.
Moriarty, S., Mitchell. N., Wells William. D. Advertising: Principle and Practice. Sydney. 2011.
MCELENY, C. 2011. VisitBritain Facebook check-in volume five times bigger than Foursquare. New Media Age (Online). London, United Kingdom, London: Centaur Communications Ltd.
Tombs, A. & Seamons, O. 2013. Foundations of Marketing. Sydney. Pearson.
VEJACKA, M. 2012. FACEBOOK ADVERTISING AND ITS EFFICIENCY ON THE SLOVAK MARKET. E & M EKONOMIE A MANAGEMENT, 15, 116-127.
ADVERTISING
QUESTION TIME:
1. Do you remind any advertising that was strongly effective? Why ?
2. Do you feel the “Be the Influence” advertising effective ?
3. What do u think is the most chosen media channel today and future? Why?
4. To what extent do you think that the social media ads affect the communication between companies and customers?
THANK YOU FOR YOUR TIME !!!
ADVERTISING
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