Launch! Advertising and Promotion in Real Time, 2009a

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[6] Quoted in Martin Pazzani, “Making the Most of Music,” Advertising Age, June 11, 2007, 21. [7] “Those Who Get It—And Those Who Just Don’t,” Advertising Age, June 11, 2007, 21. [8] “Is There a Crisis in Radio Creativity?” Campaign, March 30, 2007, 19; Radio Ad Effectiveness Lab, “Radio Effectiveness and Execution,” March 2004, http://www.rab.com, by paid subscription (accessed February 12, 2009). [9] Quoted in Ethan Smith and Julie Jargon, “Chew on This: Hit Song is a Gum Jingle,” Wall Street Journal, July 28, 2008, B1. [10] Stephanie Clifford, “Summer Silliness Brings a Pizza Field and a Giant Oreo,” New York Times Online, August 1, 2008,http://www.nytimes.com/2008/08/01/business/media/01adco.html (accessed August 1, 2008). [11] Quoted in Tony Case, “Take it Outside: A Surge in Interactive Out-Of-Home Messages Revitalizes the Oldest Ad Medium,” Brandweek, November 6, 2006, 16. [12] Emma Hall, “What’s That Smell in the Movie Theater? It’s an Ad,” Advertising Age, July 24, 2008, http://www.adage.com (accessed July 28, 2008). [13] Quoted in “Viva La Revolution: The T-Shirts Read Born to Shop; Indeed, Shopping’s Been Called a National Pastime,” AdMedia, August 2007, 28. [14] Mark Larson, “Digital Format Presents Rubik’s Cube of Challenges to Advertisers,”San Diego Business Journal, July 9, 2007, 14. [15] Quoted in Aaron Barnhart, “The Internet Driving Machine; BMW Films Web Site Makes the Most of Ultimate Product Placement,” TV Barn, June 19, 2001,http://blogs.kansascity.com/tvbarn/2001/06/the_internet_dr.html (accessed July 29, 2008). [16] “Read My Chips? Pringles Has Plans to Print Jokes, Trivia on Its Potatoes,” Wall Street Journal on the Web, May 20, 2004, C13; David Serchuk, “A Rose with Another Name,” Forbes, December 27, 2004, 52. [17] Louise Story, “Is There No Escape? In Their Efforts to Grab Consumers’ Attention, Advertisers Seem Determined to Fill Every Available Space,” New York Times, April 2, 2007, 6. [18] Mark Walsh, “iPhone Spawns New Ad Networks,” Online Media Daily, July 25, 2008,http://www.mediapost.com/publications/?fa=Articles.san&s=87317 &Nid=45412&p=407056 (accessed July 25, 2008). Saylor URL: http://www.saylor.org/books Saylor.org 347
11.2 How Do We Know What Worked? Evaluating Ad Executions LEARNING OBJECTIVES After studying this section, students should be able to do the following: 1. Summarize how advertisers evaluate ad executions. 2. Explain how copy research is conducted. 3. Illustrate how pretesting and posttesting of advertisements takes place. Recall and Recognition Executing advertising effectively requires that consumers notice the ad, recall the brand, and remember it favorably when they make a purchase decision. Recall means that viewers can remember and retell the specific marketing messages to which they were exposed. Recognition means they recognize the brand or message when they see or hear it again, even if they can’t recite it from memory. Because marketers pay so much money to place their messages in front of consumers, they are naturally concerned that people will actually remember these messages at a later point. It seems that they have good reason to be concerned. In one study, fewer than 40 percent of television viewers made positive links between commercial messages and the corresponding products, only 65 percent noticed the brand name in a commercial, and only 38 percent recognized a connection to an important point. [1] Ironically, we may be more likely to remember companies that we don’t like—perhaps because of the strong negative emotions they evoke. In a 2007 survey that assessed both recall of companies and their reputations, four of the ten best-remembered companies also ranked in the bottom ten of reputation rankings: Halliburton Co., Ford Motor Co., General Motors Corp., and Exxon Mobil Corp. In fact, Halliburton, with the lowest reputation score, scored the highest media recall of all the sixty companies in the survey. [2] Metrics related to recall and recognition ignite controversy even among agencies themselves. For example, Carat Insight uses recognition techniques rather than recall. Mary Jeffries, the agency’s head of evaluation, explains: “Most research techniques have relied on consumers’ ability to remember advertising messages and they then use this as a proxy for effectiveness. This means that media such as radio, outdoor, press, cinema and online suffer terribly, as they do not get recalled. Our belief is that ads can work even if you can’t spontaneously recall them. This is why [we] use a recognition technique, which Saylor URL: http://www.saylor.org/books Saylor.org 348
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This text was adapted by The Saylor
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1.1 Why Launch!? LEARNING OBJECTIVE
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1.2 Meet Our Agency Partner: SS+K L
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This perspective is a consumer-cent
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Follow the e-mail trail. Dr. Duke C
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As you can see, it takes a village
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1.3 The Pitch: Win the Account LEAR
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Initial strategic thinking. Before
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Figure 1.9 The Pitch Process How do
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1.4 Let’s Meet the Potential Clie
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1.5 Exercises TIE IT ALL TOGETHER N
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message to them. What do you percei
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LEARNING OBJECTIVES After studying
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eally are trying to fake you out. F
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MySpace. We weren’t early enough
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Specialty print media include bookl
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Ad-Supported Content Ad agencies ar
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[5] “Traditional Radio’s Digita
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the promotional activities that int
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increasingly thin layer of audience
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Figure 2.8 A sales promotion is a t
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2.3 Advertising Industry Structure
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Figure 2.10 Matrix Organization in
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P&G reacted to this problem when it
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Media buyers and media planners eva
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Within a company, the jobs of the a
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[1] Suzanne Vranica, “Ad Houses W
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drumsticks and simulated drumhead p
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Figure 3.1 Build a Foundation Chapt
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3.1 Economic Effects of Advertising
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Broadcast radio and TV rely exclusi
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3.2 The Good: Advertising Enhances
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washing with soap, that remain kill
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share, so they tend to be more stri
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now one of the primary attributes s
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[8] Mister Snitch!, “Top Ten Reje
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here is subjective—your image of
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“If you let me play sports, I wil
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Categories can be made quite specif
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Luxury products are not a bad or wa
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[9] Jean Grow and Joyce M. Wolburg,
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3.4 Advertising Regulation: Who Loo
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Agencies), the ANA (Association of
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[3] American Association of Adverti
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about one-half the size of existing
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Chapter 4 Consumers and the Communi
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messages they see or hear, and when
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4.2 Is the Medium the Message? Comp
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Figure 4.4 SS+K used actor George C
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SS+K developed a comparative messag
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Audio Clip “Ahem” http://app.wi
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After studying this section, studen
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SS+K Spotlight The memes and trends
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4.4 Decision Making LEARNING OBJECT
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Motivation refers to the processes
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4.5 Internal Influences on Consumer
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isn’t sure. And, regardless of hi
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it’s not subliminal; the stimulus
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Product line extensions. Marketers
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1. Sensory memory permits storage o
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Of course, the nature of the ad its
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c. Create an example involving a lo
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[24] Raymond R. Burke and Thomas K.
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products with others and to solicit
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community hub on Yahoo! it calls Po
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4.7 Culture, Globalization, and Adv
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Advertisers have (for the most part
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Why do they bother? Their goal is t
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1a &ex=1369108800&partner=USERLAND&
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advertising and ad men (and women)
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Chapter 5 Know Your Audience: SS+K
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5.1 Types of Data LEARNING OBJECTIV
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preferable but harder and more expe
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One really encouraging finding from
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Figure 5.4 Brand Tags Dig Deeper Th
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irreverent British tastes. “In th
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KEY TAKEAWAY Primary data refers to
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magazines they prefer, an agency co
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a. Identify and discuss the signifi
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more natural and objective than int
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Results showed that sportier models
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5.5 Using Research to Guide a Succe
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they wanted to see recipes for ligh
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[1] Quoted in Lisa McTigue Pierce,
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a U.S. Army ad, see yourself walkin
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audience profiling to become more t
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“The key turning point of this wh
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Life stage (e.g., empty-nest parent
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feather flock together”). PRIZM (
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fashionable. Bloomie’s research d
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Actualizers, the top VALS2 group, a
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Surveys of consumer behavior (for e
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generic attribute and not a point o
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2. Demographics are measurable aspe
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What Are the Properties of a Good T
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conversation. The customer would ha
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6.3 Position Your Brand: Why Will T
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The average Buick buyer is a man in
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muscle is being used to bring such
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check any information on ethics pro
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times like now. We see this situati
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than 32 percent in just two years w
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SS+K Spotlight Since msnbc.com’s
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Clients use a variety of methods to
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How Loud Are You? Share of voice (S
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properties, and sci-fi sites over a
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3. List and discuss the keys to usi
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Southern California, and it aims to
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are positive or negative and whethe
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the company spent on TV advertising
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y category (agency fee, production,
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You can list the pros and cons of t
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AD-VICE 1. A company is trying to d
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We are now eight months prior to th
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After studying this section, studen
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Just as people have personalities,
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KEY TAKEAWAY The power of branding
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well. It may also reveal indirect c
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ealistic feel for its market positi
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In contrast, opportunities and thre
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8.3 Define Where You Want to Go: Se
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You’ll learn more about how these
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adio, or read magazines. It may als
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Figure 8.5 Anatomy of a Creative Br
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Figure 8.7 The Communications Brief
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KEY TAKEAWAY This section described
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2. Is there a Chick-fil-A in your n
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Chapter 9 Choose Your Communication
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direct mail people, whoever else yo
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Campaigns that utilize multiple med
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9.2 Elements of the Promotional Mix
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team is more relevant and effective
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virtual trade shows that you attend
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newsworthy, such as announcing a ne
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aloud. Salespeople in fashion retai
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drive potential new Sun customers t
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service Loopt, which allows its sub
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Fox: Ads That Can Change Pitch,”
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The third campaign in the series be
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Pool Resources with Associations an
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1. Assume that you are a proponent
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Chapter 10Plan and Buy Media: SS+K
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10.1 Traditional Advertising Media
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The print portion of the media plan
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The television plan that The Media
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“advertising abhors a vacuum,”
Page 298 and 299: Lack of messaging. Although sponsor
Page 300 and 301: KEY TAKEAWAY Traditional media incl
Page 302 and 303: 10.2 New Media LEARNING OBJECTIVES
Page 304 and 305: In order to maximize the effectiven
Page 306 and 307: presented by Craftsman at Sears,”
Page 308 and 309: As the tip of the iceberg, MTV rece
Page 310 and 311: are used to getting from real-world
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Page 316 and 317: [16] Quoted in Paul Hyman, “Burge
Page 318 and 319: 2. Demonstrate how media planning i
Page 320 and 321: A common place for these negotiatio
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Page 326 and 327: c. Define and discuss impressions,
Page 328 and 329: Assume that your advertising agency
Page 330 and 331: Assume one of two roles: (a) You ar
Page 332 and 333: 11.1 Execute on Media Platforms LEA
Page 334 and 335: Figure 11.4 The other campaign opti
Page 336 and 337: Figure 11.8 The client’s new logo
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Page 356 and 357: 11.3 Exercises TIE IT ALL TOGETHER
Page 358 and 359: products? What do you think the fut
Page 360 and 361: Chapter 12 Make the Message Sell: S
Page 362 and 363: 1. Define relevance and resonance.
Page 364 and 365: The common denominator among the mo
Page 366 and 367: [5] Quoted in Geoff Colvin, “Sell
Page 368 and 369: In 2007, Dial rebranded its Soft &
Page 370 and 371: It also helps when viewers don’t
Page 372 and 373: The solution? Advertisers need to s
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Page 378 and 379: Tupperware Chairman-CEO Rick Goings
Page 380 and 381: KEY TAKEAWAY An executional framewo
Page 382 and 383: 1. Characterize the members of an a
Page 384 and 385: Art direction has grown in importan
Page 386 and 387: You can explain why having an emoti
Page 388 and 389: 3. Go to at least one favorite maga
Page 390 and 391: accomplished this by designing mult
Page 392 and 393: As you saw in the media plan we pre
Page 394 and 395: 13.4 TV Another important element o
Page 396 and 397: Figure 13.7 The banners titled “P
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The “Keywords” banner ads were
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13.7 NewsBreaker Game Another insig
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13.8 NewsBreaker Live The final pus
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13.10 Spectrum Home Page Figure 13.
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14.1 ROI: Show Me the Money LEARNIN
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Marketers echo this pessimism; many
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The ROI for any campaign must relat
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[1] Jeff Lowe, “The Marketing Das
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While an advertiser in the 1960s co
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National cable metrics from the msn
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Figure 14.8 msnbc.com purchased a
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Read Most: The percentage of reader
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Double-page spreads and bound multi
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14.3 ROI for Alternative Media LEAR
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Outdoor advertising is quickly movi
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procure products they needed to dre
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Figure 14.15 Chart tracking number
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Online advertising formats have his
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Figure 14.18 In order to optimize o
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In addition to measuring elements o
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Figure 14.24 SS+K compared the rate
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Table 14.1 Final Takeaway and Lesso
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[2] “The Association of National
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14.4 Exercises TIE IT ALL TOGETHER
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site. Summarize what you have learn
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