The Advertising Plan C38. Objectives List advantages and disadvantages of newspapers, magazines, direct mail, television, and radio. Explain the four

The Advertising Plan C38

ObjectivesList advantages and disadvantages of

newspapers, magazines, direct mail, television, and radio.

Explain the four factors to be considered when choosing media.

Describe how effectiveness of advertising is determined.

Name two benefits of advertising.Explain why laws have been passed to

regulate advertising.

Marketing Termsadvertising agencyadvertising planBetter Business Bureau (BBB)

advertising terms

Handout

An advertising agency develops ads and commercials for other businesses

©2007 JupiterImages Corporation

The Advertising Plan

Advertising plan a plan that specifies how the money budgeted

for advertising will be used developed by

advertising department of the company oradvertising agency

indicates the appropriate media to use indicates where ads should be placed to reach

the target market

Corporations, nonprofits, and governments spend billions of dollars on advertising

Selection of Media

The key to a successful advertising plan choose the most

appropriate media based on the product, target market,

and budgetadvantages and

disadvantages of each medium

Photo by Amy J. Berk

Slogans Worksheet

Snap crackle and get to work

The slogan Work-Sheet.

Factors to Consider1. target market and the media

habits of its members2. type of product to be

promoted3. nature of the message4. cost

Target Market

Which media does your target market listen to or view? many businesses hire

marketing research companies that specialize in answering this question


Type of ProductDifferent media are better for

different types of productsTelevision is popular for consumer

products because the audience is large and diverse it can show how a product is used it can use actors to portray emotions

Describe a TV commercial. Do you think it persuaded watchers to buy the product?

Type of Product

Magazines are usually used for advertising fashions because the quality of

reproduction is high so ads appear

attractive


Type of Product

B2B products are generally advertised in trade publications, at trade shows, and online

National Restaurant Association

The MessageDifferent media work better for

messages of different length and complexity simple messages

work best on TV and radio more complex messages

are better delivered in print ads, such as direct mail or specialty magazines

or on the Internet

Cost of Media

The cost of media varies widely network TV is most expensive

not necessarily the best for all products local cable TV is less expensive radio is inexpensive and has wide reach Internet is relatively inexpensive, but has

limited reach local newspapers are relatively inexpensive

and have wide reach

The COST of Advertising Worksheet

Effectiveness of Advertising

It is difficult to determine the effectiveness of advertising when a customer

enters a store and buys a product, it is nearly impossible to trace the influences



Marketing researchers have developed ways to determine whether an ad achieves its goals before the ad appears to the general public

focus groups are used to test the ad’s overall effectiveness

after the ad appearstesting measures the increase in awareness

of the brand and its image


Effectiveness of direct mail campaigns is often easier to measure by counting the number of

response cards sent backphone inquiries receivedWeb site hits


Advantages and DisadvantagesMajor types of mediadirect mailoutdoor and transitdirectoriesradioonline

specialtymagazinestelevisionnewspapers

WORK-SHEET / AssignmentFor each medium, list its advantages and disadvantages in terms of showing the product, reaching customers, and cost.

Advertising and SocietyBenefits of advertising

inform customers of choices speed acceptance of new products, which

encourages product development increase demand, which increases need for

production, which increases hiring stimulate competition, which leads to newer,

cheaper, better products pay for broadcast media, the arts, and public

service announcements

What benefits have you experiencedfrom advertising?


Advertising and Society

Responsibilities of advertisers tell the truth about a product, its price, its

materials, its source, and the actual advantages it can offer

avoid being deceptive in advertising and pricingSome advertisers have not been truthfulLaws have been passed to

protect consumers from improper and deceptive advertising practices

Laws and Regulations

Laws established federal agencies that monitor advertisers’ actions and enforce regulations Federal Trade Commission (FTC) Food and Drug Administration (FDA) Federal Communications Commission

(FCC) Patent and Trademark Office Library of Congress

Self-RegulationThe advertising industry

prefers to regulate itselfestablished organizations that help it

self-monitor and self-regulateBetter Business Bureau (BBB)National Advertising Review

CouncilAmerican Advertising Association

Do you have any complaints about the advertising or selling practices of a store?

Self-Regulation

Better Business Bureau (BBB) local BBBs handle

complaints about the advertising and selling practices of local businesses


Ethics

Even with federal laws, advertisers have a great deal of freedom ethics begin where the law ends ethical advertising follows the rules of truth

and accuracy regardless of the situation industry organizations promote ethical

advertisingSometimes a company believes it is

acting ethically, then learns the public disagrees

Social Responsibility

Advertisers often donate their expertise to promote charitable causes and events examples: American Cancer Society’s “Walk

for a Cure” and the Muscular Dystrophy Association’s “Jerry Lewis Telethon”

Some professional organizations within the advertising industry help advertisers donate time and money for

civic events and community projects

Legal Guidelines

Handout

Find an Advertising Agency

Handout

Assignment

The end

Review What is an advertising plan? List the four factors to consider when choosing

an advertising medium. How does the type of message affect the

choice of media? What are some of the benefits of advertising? Why do laws exist to regulate advertisers?

Glossary advertising agency. Business that

develops an ad or commercial, and then places it in the appropriate media.

advertising plan. Plan that specifies how the money budgeted for advertising will be used.

Back

Glossary Better Business Bureau (BBB).

Organization that promotes fair advertising and selling practices across all industries.

Back

Documents

The Advertising Plan C38. Objectives List advantages and disadvantages of newspapers, magazines, direct mail, television, and radio. Explain the four