Advertising strategies and objectives.

    República Bolivariana de Venezuela[pic 1]

 Universidad Alejandro de Humboldt

 V Semestre. Inglés Instrumental II

     Sección DCM0502PU

OBJECTIVES AND STRATEGIES IN ADVERTISING

        Débora Jiménez, C.I. 25.624.395

        Daniela Garcés, C.I. 21.296.956

        Cristina Moretti, C.I. 25.991.529

Caracas, 30 de junio de 2016

CONCEPTS

1. Strategy: A campaign developed by a business to encourage potential customers to purchase a good or service. An advertising strategy is generally tailored to a target audience perceived to be most likely out of the population to purchase the product. Advertising strategies include elements such as geographic location, perceived demographics of the audience, price points, special offers, and what advertising media, such as billboards, websites, or television, will be used to present the product.
2. Copy: An advertisement copy is the text used in the advertisement, be it print, radio, television or other form of advertisement. The text so used can be in the form of dialogs, some catchy phrase, a company’s motto or slogan or any word. Advertising copy is the dialogs of the TV advertisement, radio advertisements or the print advertisement. In radio advertisements, the role of advertisement copy is all the more important as there are only a few other things which can be used to attract listeners attention. Also, in print form of advertisements, the positioning and the appearance of the text needs to be thoroughly reviewed apart from the meaning it is conveying. Drafting an advertisement copy requires skill and effort. It requires a thorough analysis of the target audience. It is a crucial aspect of advertisement as for advertisements it is the one thing which is going to convey advertisers message. There are many theories which make advertisement copies effective and appealing to the customers. The amount of effort which goes into making an advertising copy for advertisements is tremendous. It is evident by the fact that the companies outsource their advertising campaigns and event to the advertising firms. The advertising industry thrives on their skills and expertise to make the advertisements and advertisement copies alike.
3. Unit sales: A measure of the total amount of revenue that a business earns from selling products over a particular period.
4. Fiscal year: is a period that a company or government uses for accounting purposes and preparing financial statements. The fiscal year may or may not be the same as a calendar year. For tax purposes, companies can choose to be calendar-year taxpayers or fiscal-year taxpayers. The default IRS system is based on the calendar year, so fiscal-year taxpayers have to make some adjustments to the deadlines for filing certain forms and making certain payments. In many instances, even fiscal year taxpayers must adhere to the calendar-year deadlines.
5. Target market: A target market is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market the first element of a marketing strategy. Product, price, promotion, and place are the four elements of a marketing mix strategy that determine the success of a product or service in the marketplace. It is proven that businesses must have a clear definition of their target market as this can help reach its target consumers and analyze what their needs and suitability are. A target market is a group of people considered likely to buy a product or service. A target market consists of customers that share similar characteristics, such as age, location, income and lifestyle, to which a business directs its marketing efforts and sells its products.[4] As marketing efforts are becoming increasingly online based, the need to find the right audience for marketing campaigns is essential. One of the first steps in developing an effective marketing campaign is determining an appropriate target market so that marketing goals can be set and implemented. Target markets can be separated into primary and secondary target markets. Primary target markets are those market segments to which marketing efforts are primarily directed and secondary markets are smaller or less important. It is important for a business to identify and select a target market so it can direct its marketing efforts to that group of customers and better satisfy their needs and wants. This enables the business to use its marketing resources more efficiently, resulting in more cost and time efficient marketing efforts. It allows for better understanding of customers and therefore enables the creation of promotional materials that are more relevant to customer needs. Also, targeting makes it possible to collect more precise data about customer needs and behaviors and then analyze that information over time in order to refine market strategies effectively.
6. Target audience: is a particular group of consumers within the pre-determined target market, identified as the targets or ‘recipients’ for a particular advertisement or message. Businesses which have a wide target market will focus on a specific target audience for certain messages they are trying to send. Target audience, is formed from the same factors as a target market, however it is more specific, and is susceptible to influence from other factors. A business must identify and understand its target audience if their marketing campaign is to be successful. It allows the business to craft their products or services to the wants and needs of customers, in order to maximize sales and therefore revenue. A successful marketing campaign connects with consumers on a personal level, which will help the business to develop long-term relationships with customers.
7. Objective: A specific result that a person or system aims to achieve within a time frame and with available resources. In general, objectives are more specific and easier to measure than goals. Objectives are basic tools that underlie all planning and strategic activities. They serve as the basis for creating policy and evaluating performance. Some examples of business objectives include minimizing expenses, expanding internationally, or making a profit.
8. DAGMAR: is a marketing approach used to measure the results of an advertising campaign. DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps: Awareness (making the consumer aware that the product or company exists), Comprehension (letting the consumer know what the product is used for), Conviction (convincing the consumer to purchase the product) and Action (getting the consumer to actually make the purchase).
9. Survey: in advertising, it refers to a detailed study of a market or geographical area to gather data on attitudes, impressions, opinions, satisfaction level, etc., by polling a section of the population.
10. Hierarchy:  A hierarchical representation of how advertising influences a consumer’s decision to purchase or not purchase a product or service over time. The hierarchy-of- effects theory is used to set up a structured series of advertising message objectives for a particular product, with the goal of building upon each successive objective until a sale is ultimately made.
11.  AIDA: is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement.

1. A (attention or awareness): attract the attention of the customer.
2. I: interest of the customer.
3. D (desire): convince customers that they want and desire the product or service and that it will satisfy their needs.
4. A (action): lead customers towards taking action and/or purchasing.

1.  USP: it refers to the Unique Selling Proposition. The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. The USP (sometimes called unique selling point) is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. Differentiation (by using the USP) is one of the most important strategic and tactical activities in which companies must constantly engage.
2. Value added theory: is based on the assumption that certain conditions are needed for the development of a social movement. Sociologists use value-added theory to analyze the origins of social movements during periods of great social change.
3. Slogan: Simple and catchy phrase accompanying a logo or brand, that encapsulates a product’s appeal or the mission of a firm and makes it more memorable. And which (when used consistently over a long period), becomes an important component of its identification or image. Also called catch line, strap line, or tagline.
4. Execution: refers to the manner in which an advertising appeal is carried out or presented. A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals. Some of the more commonly used execution techniques include:

1. Straight-sell or factual message—this type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits.
2. Scientific/technical evidence—a variation of the straight sell where scientific or technical evidence or information is presented in the ad to support a claim.
3. Demonstration—this type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use or in some contrived or staged situation.
4. Comparison—this type of execution involves a direct or indirect comparison of a brand against the competition.
5. Testimonials—many advertisers present their advertising messages in the form of a testimonial whereby a person speak on behalf of the product or service based on his or her personal use of and/or experiences with it.
6. Slice of life—this type of execution is often based on a problem/solution type of format. The ad attempts to portray a real-life situation involving a problem, conflict or situation consumers may face in their daily lives. The ad then focuses on showing how the advertiser's product or service can resolve the problem. Slice-of-life executions are also becoming very common in business-to-business advertising as companies use this approach to demonstrate how their products and services can be used to solve business problems.
7.  Animation—this technique used animated characters or scenes drawn by artists or on computer. Animation is often used as an execution technique for advertising targeted at children. Some advertisers have also been Roger Rabbit style ads that mix animation with real people. For example, Exhibit 9-18 shows an image from a Star-Kist tuna commercial featuring Charlie the Tuna that mixes animation with real people.
8. Personality symbol—this type of execution involves the use of a central character or personality symbol to deliver the advertising message and with which the product or service can be identified. The personality symbol can take the form of a person who is used as a spokesperson, animated characters or even animals. The text discusses how AFLAC has made effective use of this execution style by developing commercials that have made a duck a popular personality symbol for the company.
9. Fantasy—this type of appeal is often used for image advertising by showing an imaginary situation or illusion involving a consumer and the product or service. Cosmetic companies often use fantasy executions although the technique has also been used in advertising for other products such as automobiles and beer.
10. Dramatization—this execution technique creates a suspenseful situation or scenario in the form of a short story. Dramatizations often use the problem/solution approach as they show how the advertised brand can help resolve a problem.
11. Humor—humor can be used as the basis for an advertising appeal. However, humor can also be used as a way of executing the message and presenting other types of advertising appeals.
12. Combinations—many of these execution techniques can be combined in presenting an advertising message. For example, slice-of-life ads are often used to demonstrate a product or make brand comparisons.

Question 1: Elaborate on the value added theory, how is it consistent behind USP, motivation, image and execution in advertising strategies.

Value-added describes the enhancement a company gives its product or service before offering the product to customers. Value-added applies to instances where a firm takes a product that may be considered a homogeneous product, with few differences (if any) from that of a competitor, and provides potential customers with a feature or add-on that gives it a greater sense of value.

...