Applying Key Marketing Methodologies: Advertising

Applying Key Marketing Methodologies: Advertising

COMPETENCIES FOR APPLYING KEY MARKETING METHODOLOGIES: ADVERTISING
1. Summarize advertising guidelines, and describe a sixstep advertising process that can help you develop a successful advertising campaign.

2. Describe criteria for selecting an ad agency. 3. Describe the trade-out and barter concepts. 4. Summarize advertising types and themes, and describe examples of hospitality industry advertising campaigns. 5. Discuss the concept of market coverage and media selection.
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ADVERTISING: STRENGTHS AND WEAKNESSES
Strengths:  Creates/maintains brand awareness  Helps to position a brand  Helps to demonstrate product attributes  Helps provide cost efficiencies for mass-marketed products  Is useful in controlling message content and timing
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ADVERTISING: STRENGTHS AND WEAKNESSES
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Weaknesses:  Has low credibility  Potentially wastes high percentage of reach  Messages may be cluttered  Perceived as intrusive
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IDEAL USES FOR ADVERTISING
Advertising is ideally used for the following:
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Establishing/maintaining brand awareness Creating images Creating lifestyle associations

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ADVERTISING GUIDELINES
Know the product or service  Advertise as part of total marketing strategy  Develop proposition  Create platform  Be realistic about level of expectation  Review for customer needs
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SIX-STEP ADVERTISING PROCESS
1. 2. 3. 4. 5.

6.

Identify purpose Target audience Select medium Create ad Place and time the ad Fulfill expectations

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AD AGENCIES: MAJOR FUNCTIONAL AREAS
Account management/account executive area: Overall responsibility for client company; primary contact with clients/accounts; manages employees who do the work for clients 