Core Concepts of Marketing

UNDERSTANDINGADVERTISING 201

TABLE8.2 PrimaryAdvertisingAppeals

Product/servicefeatures

Product/competitiveadvantage

Product/servicepriceadvantage

Newsaboutproduct/service

Product/servicepopularity

Genericapproach

Consumerservice

Savingsthroughuse

Self-enhancement

Embarrassmentoranxiety

Producttrial

Corporate

Manyproductshavesuchstrongtechnologyorperformancecapabilitiesthatthese

featurescanserveasaprimaryadvertisingappeal.

Whenanadvertisercandeterminethathisproductissuperior,eitherintermsof

features,performance,supportingservices,ori mage,emphasizingacompetitive

advantagehasprovedtobea successfulappeal.

Offeringaproductata reducedpriceorundersomespecialdealarrangement(e.g.,

buy-one-get-one-free)maybetheonlyviableappealina particularad.

Therearetimeswhenatrulynewproductisdeveloped,orwhenanexistingproduct

is changedorimprovedina substantialmanner,thathighlightingthissingle

elementisthecoreappeal.

Althoughthemannervaries,thenotionofclaimingthataproductis"numberone"

orthemostpopularisanappealthathasbeenaroundforalongtime,

Insuchadvertising,aproductorservicecategoryispromotedforitsownsake,but

individualmakesorbrandsofproductarenotsingledout.

Apopularappealistoillustratethroughtheadvertisementhowtheproductmaybe

usedtobestservetheneedsoftheconsumer,

Anopportunitytosavetime,money.orenergyisalwaysveryappealingto

consumers.

Helpingusfeelbetteraboutourselves(e.g.,personalcare,clothing,automobiles)is

anappealthatmanypeoplecan'tresist.

Situationsthatrepresentathreateningsituation,eitherphysicallyorsocially, can

providethebasisforaneffective appeal.

Whenthisappealisused,theadvertiseroffersa freesample,a pricereduction,or

someotherpurchaseincentivetoencourageconsumeruseortrial.

Thistypeofappeal presentsacompanyo rcorporat ionina favorablelightin order

tocreatea favorableimpressionorimage.

Developing theMediaPlan

Althoughthemediaplanisplaced laterinthis process,it isinfactdevelopedsimultane-

ouslywiththecreativestrategy.Thisarea of advertisinghasgonethroughtremendous

changes;a criticalmediarevolution hastakenplace.

Thestandardmediaplanconsistsoffourstages:(I)statingmediaobjectives;(2)eval-

uatingmedia;(3)selectingandimplementingmediachoices;and(4)determiningthemedia

budget.

StatingMediaObjectives

Mediaobjectivesare normallystartedintermsofthreedimensions:

1. Reach- numberofdifferentpersonsorhouseholdsexposedtoa particularmedia
   vehicleormediascheduleatleastonceduringa specifiedtimeperiod.


2. Frequency-thenumberoftimeswithina giventimeperiodthata consumeris
   exposedtoa message.


3. Continuity-thetimingofmediaassertions(e.g., 10 %inSeptember, 20 %inOcto-
   ber, 20 %inNovember,40%inDecemberand10%therestoftheyear).