Business Administration Department
BA344 Advertising
Management
Dr. Geoffrey Lantos Spring
2008
CLASSROOM LECTURE/DISCUSSION
OUTLINE
INTRODUCTION AND OVERVIEW OF ADVERTISING AND ITS ENVIRONMENT
INTRODUCTION TO THE COURSE: COURSE STRUCTURE AND ASSIGNMENTS
I. Course
overview: Syllabus and Exam Template
II. Assignment
Options: Advertising Active Involvement Learning Assignments, Classroom
Debates
Audio: 2002 Mercuries #52: Truth “Rip It Out”
III. Mandatory
assignment: Team Advertising Campaign Term Paper Project
III. Resources:
Using the Business Library, Proofreader’s Marks, Classroom Lecture/Discussion
Outline, Transparency Handout Packet, 18 Ideas For Becoming A Master Student, Creative
and Media Strategy for the Internet (online)
IV. Miscellaneous
Handouts: Media Data Analysis Practice Problems, one article, two minicases,
Exercise 42, Exercise 46, and Exercise 49, Student Information Inventory
(Please hand in at end of class session.)
THE
ROLE OF ADVERTISING IN ORGANIZATIONS
(Related
Reading: O’Guinn Chapter 1, pp. 4-34, 37-41; Chapter 3)
I. Introductory
Comments
II. Working
Definitions
·
Marketing -
·
Product -
·
Price -
·
Place -
-
Promotion (Promo) (Marketing Communications) –
-
Integrated Marketing Communication (IMC) – A strategic business process used to
plan, develop, execute, and evaluate coordinated, measurable, persuasive brand
communications programs over time with consumers, customers, prospects,
employees, associates, and other targeted, relevant external and internal
audiences (i.e. stakeholders). The goal
is to generate both short-term financial returns and build long-term brand and
shareholder value.
-
Promotional (marketing communications) tools:
1. Personal Selling (PS) (Direct Selling) - in-person, persuasive communication in a conversation
between a representative of the company and one or more prospective customers,
designed to influence the person's or group's purchase decision, i.e., for the
purpose of ultimately making a sale. Persuasive
communication in a conversation between a representative of the company
and one or more prospective customers, designed to influence the person's or
group's purchase decision, i.e., for the purpose of ultimately making a sale.
2. Publicity - Any form of nonpaid, nonpersonal,
commercially significant news or editorial comment about ideas, goods,
or services in the mass media.
- Nonpaid, nonpersonal, newsworthy
media exposure.
Public
Relations (PR) - The communications function that evaluates public attitudes,
identifies the policies and procedures of an organization with the public
interest, and executes a program of action to earn public understanding
and support.
- Building good relations with the organization's various publics (stakeholders, constituencies) by obtaining favorable publicity, developing a good "corporate image" [offensive strategies], and handling or heading off unfavorable rumors, stories, and events [defensive strategies].
3. Sales Promotion (SP) (Promotions) - Short-term
incentives (lowered price [price promos] or added value [nonprice
promos]) to speed up product movement from manufacturer to consumer,
offered to either the sales force, trade, or customers
(consumer or business customers), to encourage them to try, buy sooner
and/or purchase in larger quantities.
- Short-term
incentives to encourage sale of a product or service.
Audio: 2006 Mercuries #54
4.
Advertising (Adv., Advert.) - Any paid
form of nonpersonal presentation and promotion of ideas, goods,
and services by an identified sponsor making predominant use of the mass
communication media.
Audio:
2003 Mercuries #37 “Shiznet (Who is the sponsor?)
End-of chapter questions:
-
Two Advertising Trends:
(1)
Web 2.0
(2)
Branded
Entertainment (Advertainment, Madison and Vine, Convergence of Content and
Commerce)
DVD: BMW Short films
. Video: Frontline: The
Persuaders—Branded Entertainment (7 min.)
III.
The advertising industry
players/participants
IV.
Purposes of Advertising
.
Why
not rely on word-of-mouth?
Ch.1 # 7
. Video: 1998 Festivals #13 New Freedom
“Flowers”; 1992 Festivals # 44 Phillips Milk of Magnesia “Raymond and Maureen
Campaign”
·
Roles of Advertising
·
Functions/Purposes of Advertising
Audio: 2003 Mercuries #
51
. Videos: 1998 Festivals # 18
Delonghi “Dinner”; # 19 Plascon “Park Bench”; #20 Daily Independent Classifieds
“Flasher” (Info)
Audio: 2003 Mercuries #12
Ad Council “Skim Latte”; 2003 Mercuries #45 MADD “Dial”; 2004 Mercuries #17,
2006 Mercuries #58 Oregon State Fair “Handy Andy Hands” (Info)
McKnight Foundation “Changes”
. Video: Clios 40th
Pt. 2 # 61 Miller Lite “Wrestler”
·
Prerequisites for Successful Advertising
·
Push vs. Pull communications strategy
V. Advantages
and Disadvantages of Advertising
. Video: 1993 Festivals #13 “Diet Coke”
. Audio: 2002 Mercuries #21 “Explosive Diarrhea” (sensitive
products)
. Video: Frontline: “The
Persuaders” – Commercial Clutter (2 min.)
Audio: 2003
Mercuries #32: Hollywood Video “Lord of the Rings” (short message)
Audio: 2005
Mercuries #1 “Abbreviated” (short message)
ORGANIZATION FOR ADVERTISING:
THE ADVERTISING AGENCY AND THE CLIENT
(Related
I. Overview of Advertising Agency Work
A. Organization of the advertising
industry
·
The advertising agency business
B. Structure and work of an ad agency
. Video: Want A Job in Advertising? (10
min.)
. Videos: Mad Dogs and
Englishmen: Visiting Mad Dogs & Englishmen (8 ½ min)
Mad Dogs and Englishmen: Part I: Advertising
Foundations and the Environment (8 min.)
II. Hiring an Ad Agency
A.Why
hire an agency?
Ch.2 #5
B.
Agency compensation
III. Agency/Client
Relationships
A. Agency
Reviews (“Pitching the Business”)
1. Standard
New Business Presentation (Credentials Presentation, Capabilities Presentation
Nonspeculative Presentation)
2. Speculative Presentation (Creative
Shootout, Spec Creative))
B. Criteria
to Consider in Selecting an Ad Agency
C. Why
Are There Frequent Agency Switches?
D. Reasons
to Hesitate in Firing an Ad Agency
PLANNING THE ADVERTISING STRATEGY
THE MARKETING AND ADVERTISING PLANNING
PROCESS,
ADVERTISING CAMPAIGNS, AND THE
ADVERTISING SPIRAL
(Related
Chapter 8, pp.
274-284, 293-299; Ogilvy Chapters 14, 16)
I. Planning and Strategy
A. Corporate
Planning/Strategy
Analysis Planning Implementation Control
Corp. Evaluation
Corp. Mission Objectives Corp. Implementation and Corrective
and
Goals Strategy Action
B. The Marketing Plan
Analysis Planning Implementation Control
Target Marketing Evaluation
Situation Objectives Market Plan Implementation and Corrective
Analysis and Goals Selection Strategy Action
. C. Advertising planning/strategy (a process)
D. Advertising
strategy/plan (a document)
E. Advertising campaign: . Defined
and illustrated
Audio:
2002 Mercuries # 6, 31, 32 Bud Light “Real Men of Genius”
. Videos: Clios 40th #11 Maxwell
House “Percolator”; 1993 Festivals #25 Miller- Lite Campaign
. F. Reasons for ad campaigns (vs. one-shot
ads)
Videos:
Clios 40th #43 Life Cereal “Mikey”; Clios 40th #11 Maxwell House
“Percolator”
. Video:
Burger King Historical Ad Spots (7 min.)
Audio:
2005 Mercuries # 24 “Radio Your Way”
.
G. The
Advertising Campaign Plan (see organizational outline on term paper project)
. Video: Clios 40th Pt. 2 #55 Levi’s
“Drugstore”
II. The Advertising Spiral
Each stage: a. Advertising objectives
b. Advertising
message
c. Advertising $:
per-unit cost basis and total cost basis
Four Stages: 1. Pioneering Stage
2.
Competitive Stage
Comparative/comparison
advertising
Audio:
2005 Mercuries #28 Aneurism; 2005 Mercuries # 32 “Devious”
Audio: 2004 Mercuries #10
Miller Brewing Co. “Unpleasant Side Effects” (indirect comparisons)
Videos: Clios 40th Pt. 2 # 9 Apple “1984”; Clios
40th Pt. 2 #19 Penn Athletic “Bounce”; #41 Diet Pepsi “Diner”; 1998 Festivals
#55 Visa “The Attic”; 1993 Festivals
#33 MAPA “TV MAPA Cows"
Audio: 2005 Mercuries #36 “Queen of Carbs” (negative
ads)
.Minicase: Competitive and Combative Toilet Tissue Campaign
Implied
superiority claims
. Video: 1994
Festivals #47 “Kodak Snow Angel”
.
Minicase: Great Wheat Can't Be Beat
3.
Retentive Stage
. Videos:
Clios 40th #33 Diet Coke “Bobsled” ; 1998 Festivals # 33
Coca-Cola “Pagliacci”
.
Audios:
2002 Mercuries #8 Anheuser Busch “The Ferrett’s Thong”; #24 Budweiser “Clubbing”
4.
New Pioneering Stage (Recycling, Relaunching, Restaging, Remarketing,
Rebranding, Reintroduction, Revisioning, Reengineering, Reactivization,
Revitalization)
. Video: 1992 Festivals #57 "Kids"
(“New and improved”)
Audio: 2004 Mercuries #41 Rainbow Foods
“Babysitter” (“New Use)
Video:
1994 Festivals #8 “
. Video: "
Video: 2004 Clios #30 Bud Light
“Greetings”
STRATEGIC MARKETING RESEARCH
(Related
I.
Role of Research
·
Two Sources of Information:
(1) Marketing research (MR) – A (1) formal, systematic, scientific method of gathering information from the external marketing environment on a (2) discontinuous/project basis (3) of a specific nature to solve managerial problems/answer managerial questions (4) using primarily primary information (5) gathered and/or supervised by the marketing research department.
(2)
Marketing intelligence – A (1) casual method of gathering (2) secondary information of a (3) general nature from the internal and
external marketing environments on a (4) continuous
basis (5) gathered by almost anyone
in the organization.
·
Types of MR: 1. Classified by technique
2. Classified by general
purpose/function
·Types of Advertising
Research: (1) Media Research (later)
(2) Budget Research (later)
(3) Creative/Message
Research (here)
·Two Types of Creative
Research:
(1). Upfront strategic research (situation(al)
analysis, planning research) (here) –
inputs for strategic decisions on objectives, money, message, and media
(2) Evaluation research (copytesting, communication effectiveness research, control/evaluative research) (later) – outputs
a. Pretesting
b. Posttesting
II.
Organization for Advertising Research
A.
Who does advertising research?
B.
The role of account planning
III.
Types of Strategic Research
A.
Organizational Research
B. Consumer
Research
.
Video: 1995 Clios - Little
Caesar's "More"
C. Product Research
D. Market Research
. Video: 1994
Festivals #40 “Shell Gasoline Tango”