广告专业英语

广告专业英语

Advertising English

Chapter 1 Introduction to Advertising

?So what is advertising? What can it do? How is it done?

?To answer such questions, this book will look at different steps in the process, different uses of advertising ,related fields and the underpinnings（基础）to capitalism (资本主义、资本运营)and consumerism （消费模式）themselves.

?Target markets vary greatly, and so advertising strategies and techniques must be tailored to meet those needs . When people first think of advertising ,they usually picture consumer advertising—and often national advertising –which is a form of commercial advertising . ?But the array different forms of advertising include :B2B advertising such as industrial advertising; professional advertising ; trade advertising; and local retail advertising generally targeting end-users of products and services. There are even noncommercial advertising forms such as advocacy advertising and institutional advertising ,often called PSA.

?The speaker, customer (or to whomever it is the speaker is talking) and the communication process dictate the type of advertising that is required to be effective. Reaching the customer in the most effective manner is one of advertising‘s primary goals. However, t here are many other concerns related to such an endeavor .

?There are legal restrictions at various governmental levels. Additionally, guidelines from such organizations as the AAAA concerning the use of techniques such as comparative advertising, so as to prevent puffery from becoming deceptive advertising, or to keep people from engaging in subliminal persuasion have been created.

?Working with an agency‘s suppliers(制作单位) and the media creates additional challenges. Not to mention the experience of winning business through the pitch and bid process, which is both stressful and riveting.

Chapter2: The Evolution of Advertising

?The history of advertising falls into four eras, which are the ancient period, the age of print ,the formative years , and modern advertising.

?The Ancient Period . Persuasive communication has been around since early times. Inscriptions（书写，铭刻）on tablet, wall, and papyrus（纸草）from ancient Babylonia, Egypt

and Greece carry messages listing available products and upcoming events.

?Because of widespread illiteracy （文盲）before the age of print , most message were actually delivered by criers who stood on street corners shouting the wares（货物）of the sponsor. Stores, and the merchandise they carried, were identified by signs. Information rather than persuasion was the objective of the early commercial message.

The earliest literal advertising in the world:

The man-slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoined to help return him. He is Hittite, 5‘2‖tall,of ruddy complexion and brown eyes. For news of his whereabouts, half a gold coin is offered. And for his return to the shop of Hapu the Weaver, where the best cloth is woven to your desires, a whole gold coin is offered.

?The Age of Print . The invention of moveable type by Johannes Gutenberg around 1440 moved society toward a new level of communication –mass communication. No longer restricted by the time required by a scribe （抄写员）to hand –letter , a single message advertising could now be mass produced. The availability of Print media to a greater number of people increased the level of literacy（读写能力）.

?Which , in turn , encouraged more businesses to advertise . In terms of media , the early printed advertisements includes posters, handbills , and classified advertisements in newspapers. The messages continued to be simple and informative through the 1700s and into 1800s.

?The Formative Years. The mid-1800s marked the beginning of the development of the advertising industry in the United States. The emerging importance and growth of advertising during the period resulted from a number of social and technological developments associated with the industrial Revolution.

?By the late nineteenth century the advertising profession was more fully developed. Agencies had taken on the role of convincing manufacturers to advertise the products. Ads had assumed a more complete informational and educational role . Copywriting had become a polished and reputable craft in the period.

?Modern Advertising . By the beginning of the twentieth century, the advertising industry had become a major force in marketing, and had achieved a significant level of respect and esteem. ?―soft-sell‖ advertising creates images through a slow accumulation of positive message than ―hard –sell ‖approach. With the outbreak of World War 1, the advertising industry offered its services to The Council of National Defense（国防委员会）.

?Thus were born Public Service Announcements that relied on volunteer professional and donated time and space .Advertising diminished drastically after the onset of the Great Depression in 1929. Then the development of the major media—radio and television has transformed advertising.

?In the 1960s, a revolution in advertising brought a resurgence（复活）of art ,inspiration and intuition. As we approach the twenty-first century, advertising is in a state of tremendous flux

（涨潮，变迁）and is seeking new directions that will enhance both creativity and profitability.

chapter3 The Advertiser Tours His New Agency

广告公司的组织结构

?创意部（Creative）

?客户服务部（Account Servicing）

?媒介部（Media）

Creative

执行创意总监（ECD）

创意总监（CD）或副创意总监（ACD）

文案（CW）及美术指导（AD）,助理美术指导（AAD）

高级文案（SCW）及高级美术指导（SAD）

?电视制作(TV Production) -监制（Producer）

?平面制作(Print Production) -平面制作经理（Print Production Manager）

?画房（Studio）-绘图员（Visualizer）、计算机绘图员（Computer Visualizer）、正稿员（Artist）?平面统筹（Traffic）-平面制作统筹(Traffic Coordinator)

客户服务部（Account Servicing）

客户主管（DCS），

其下按不同客户划分为不同的

客户总监（AD）、副客户总监（AAD）、客户经理（AM）及客户主任（AE）。

媒介部（Media）

媒介主管（Media Director），

下设媒介主任（Media Supervisor）

及媒介策划（Media Planner）等。

?The advertiser, Jim Cochran, comes to visit his new agency. The CEO Terry Parkinson takes him on a tour of the agency. At each different department, Mr. Cochran is introduced to various agency members and their respective position.

?Terry Parkinson:

?Cochran Jim , you already know Susan O‘Donnell, our CFO , and Mich Connelly, our Management Supervisor, as well as Sandy Losh, the director of our Traffic Department. Now I‘d

like you to meet some of our other members of the agency. This is our Creative Director, Tom Walsh . He‘s b een with us for just over three years now. He transferred here from our sister agency in Chicago.

?Jim Cochran :

?It‘s a pleasure to meet you, Tom. We were especially impressed with the designs your department put together for the pitch. We‘ll certainly be looking forward to more of the same in the future.

?Tom Walsh :

Mr. Cochran, all of us in the Creative Department are very excited about this opportunity. We are only putting our best and brightest creative on your account to make these ads really standout. Mike Peters has been our Art Director for nearly five years now. And Renee Thompson, one of top Copywriters, turns-out some of the best copy I‘ve personally ever read.

?Terry Parkinson:

?And this is Miguel Rojo, Assistant Partner and head of Account Services.

?Miguel Rojo:

?I‘ll be working closely with Jim Stevens, our Account Executive , to insure that you and your Advertising Department get all the support you need . His dedication to the work has made him one of our rising stars here in Account Services. And with his previous experience on our Michelin Account , I feel he‘ll be a great fit for your company.

?Terry Parkinson :

?This is Mary Atchison. She‘s a member of our Media Department , and she‘ll be overseeing media planning for you. She‘s been here for just over six years now.

?Terry Parkinson : And this is Richard Li , head of our Research Department . His work for our client , Crest , was invaluable in expanding the company‘s market share in the southwest. He‘s got a real knack for turning qualitative data into quantitative results.

?Jim Cochran: It‘s pleasure to meet all of you. I think you can really do a lot for our brand image. Now who will be handling account planning on our company‘s account?

?Terry Parkinson: That would be Mike Stevens .I‘m afraid he‘s not in right now ,but he was just as excited as we were to hear that you could entrust your North American business to our agency. He said he‘d be in later this afternoon, so I hope you get a chance to meet.

?Jim Cochran: I as well .I feel a clear understanding of the needs and desires of the customer is essential to proper marketing and advertising .I really felt that your agency did the best job in identifying our primary customers during the bid process, and I assure you that did much to win us over. Well, don‘t let me keep you . I know you‘re all busy.

?Miguel Rojo:

Not at all! It‘s just such an honor for our agency to have been given this opportunity.?Terry Parkinson:

?Well ,Jim ,how about a bite to eat?

?Jim Cochran: Sounds great!

Chapter4: Brainstorming

Destin Chamber of Commerce

?Mike Roberts talks with some members of his agency about ways to win the new account of the Destin Chamber of Commerce. During this brainstorming session concerning the Situation Analysis for the new case, they discuss possible content and tactics of the chamber‘s campaign.

?Mike Roberts

?Jennifer Powers

?Pete Sands

?Steve Sim

?Chad Nichols

?Mike Roberts:

The Destin Chamber of Commerce is looking for an agency to help them increase tourism in Destin, Florida, located in the southern part of the United States.

?They already receive a great deal of tourists for the states just north of and surrounding Florida-Alabama, Georgia, Mississippi, Kentucky, Louisiana and Tennessee—but wish to increase tourism to the area by gaining greater awareness among potential tourists living in Canada and the northern US.

?So during this brainstorming session, I want to hear suggestions from all of you as to how we might help them.

?Jennifer Powers :

So Mike , how many people travel from the upper US and Canada to Destin each year?

?Mike Roberts :

They estimate that 2 to 3 thousand tourists arrive from that area each year .But that is considerably less than from the states surrounding Florida, which , the numbers show, makeup 92％of tourists to Destin.

?Pete Sands : So what does Destin have to offer anyhow?

?Chad Nichols : It‘s a small town in Northwest Florida. Apparently, it‘s known as the ―Luckiest Fishing Village in the World.‖

?Steve Sim : Yeah, I‘ve been there before .It was recently ranked by USA Today as the best beach in America.

?Mike Roberts:

And it‘s been ranked as the best Beach in the south and Top Family Destination for 6 years in a row by Southern Living readers. So they really want to expand awareness and recognition outside of the southern states. They have done magazine advertising in the past, but their really looking to ?go big ‘with this new campaign.

?Pete Sands : So what other attractions do they have there? They must have golf courses, right? What about historical sites?

?Mike Roberts: They certainly do have world –class golf courses, but they don‘t have any particularly famous historical sites to speak of. Well, when I heard that the chamber was looking for a new agency for the campaign, I had the Research Department gather some detailed information on the town: census data; tourism and travel magazines ;golfing magazines; magazines about Florida; a recent television program on the Emerald Coast (which is the name for that strip of beach );

?and there are quite a few websites you can all have a look at. We have gathered a great deal of information about both Destin and their previous advertising campaigns through some of the electronic databases. Everyone have a look at the research . And see if there is anything that catches your imagination and that we can use to promote the town for the Destin Chamber of Commerce.

?Chad Nichols :

I see they have done quite a few ads in a variety of magazines recently. But you said they were looking to do more this campaign. What kind of a media budget are we likely talking about here?

?Mike Roberts: They suggested that they would be looking to spend a little over $60,000 on this campaign. While this is a considerable increase for them, it does put some constraints on what we can do. They had talked about wanting to do television ads, but we need to make sure that such an approach will meet their goal of increasing recognition by 17％in the major metropolitan areas of the Mid-Atlantic, Northeast and Great Lake states, Toronto and Montreal.

?Chad Nichols: I see…Yes, I‘d suggest not including TV in the media mix. While it is a

captivating medium, it can be quite expensive.

?Jennifer Powers: When I used to live in Massachusetts, I‘d usually hear radio commercials in the fall promoting vacations to South Florida.

?Pete Sands:

Yeah, but the research says here that in North Florida—where Destin is located –the tourist season is not winter as it is in South Florida, but rather spring and summer.

?Chad Nichols : Right ,it gets too cold there in the winter. We‘ll have to plan our media schedule to begin promoting Destin during the early spring.

?Mike Roberts:

Let‘s look at what we c an generate with radio, magazines and outdoor. I think the radio and outdoor can catch people when they are bored with their regular routine…like when the radio is on at the office , or in bumper-to-bumper traffic on the way to and from work.

?Steve Sim : And I saw some ads recently for a resort in South Carolina: both magazine and TV. They talked about the attractions they had, and then ended all the ads with their web address offering more info, the chance to enter a contest, and coupons to some local restaurants.

?Jennifer Powers: The website would be a great addition, and relatively inexpensive. And the coupons and contest might be a good idea for some promos.

?Mike Roberts:

Let‘s break for lunch, and then we can start working on some more ideas i ncluding a slogan, logo, PR, etc. and then begin the process of weeding out some of the less feasible ideas. Then we‘ll run the numbers and see where we need to add or subtract.

?begin promoting Destin during the early spring.

?Use radio, magazine ,outdoor and the website as the media mix. And the coupons and contest to promote the Destin.

Chapter5:Situation Analysis & Research

New to Research

?So you want to do advertising and market research? Here are a few things you should know to get started. While there is a plethora of research methods and techniques, all of them can pretty much be boiled down to two different categories based on the information each obtains. So if what you need are numbers (7 out of 10 people in Beijing prefer this type of toothpaste, for example)you want quantitative research.

?If you want to gain a particular sort of understanding (to answer question of ―why‖ people do something ,and not merely ―what‖ they do )you want qualitative research.

?To do research effectively, you need to decide whether to employ an a priori or a posteriori approach, since it may seriously affect whether or not to you choose to endorse (认可、签署、赞成)the final findings. If you wait until the research is complete to start setting objectives, this may bias your results. Furthermore, be mindful of the way you phrase your questions, whether for qualitative or quantitative research.

?When creating questions, whether for qualitative or quantitative research，try not to construct clauses with multiple variables such as those used in double-barreled questions. This can create a biased question. You may want to only use dichotomous questions or other limited response questions (such as using Likert Scale questions )in order to gain quantitative data. However, a more open-ended question will generally yield great depth from the respondent. This can be very useful when you are seeking qualitative data.

?Be aware of both the acquiescence bias and fatigue bias. Such biases occur during the actual survey period, and can greatly skew your results. One approach that can reduce many biases is the double –blind approach, since neither the administering researcher nor the participant are fully aware of the identity of the product, service, etc. in question.

?Debranding may not be enough to keep the identity secret. For quantitative data, Likert questions are a primary method for quantifying the responses of participants. However ,often quantitative data does not need direct responses from the participants. Desk research and other secondary research can often produce a depth of helpful data.

?Observation is a common means of gaining such information as well .you may even find it useful to do fieldwork, such as mystery shopping in which you pretend not to actually be conducting research .

Usually such observations can be put into four different categories:

?Such classifications are related to A) Whether or not the researcher takes part in the observed activity or situation, and B) Whether or not one makes his or her presence as a researcher known to the examined.

?Qualitative data is usually acquired through surveys, focus groups, panels, depth interviews and other direct response research. Such research is far harder to use in gaining hard-and-fast facts, but can give you the substance and context necessary to understand the meaning behind such facts (which you might otherwise not be able to ascertain).

?In addition, it is always the case when examining large amounts of related data that it can be very helpful to code the results, and even examine the findings from a multivariate approach. After which ,tabulation will be much easier.

?However ,no matter what method you use, it will be necessary to understand the sample error with which you are working (except when dealing with a true census ,which accounts for the entire population in question). Otherwise, you may not have learned anything at all …or perhaps all the wrong things.

?Now you just need to decide what you want to examine. This is where the real work begins!

Chapter6:

?IMCs: What can we do for you

?We offer a full range of integrated marketing communications. Our network of companies provides comprehensives communication services to meet your needs. We know how to convey a consistent and coherent message to different publics, employing different tactics and techniques. Let us put together the right mix for you .

?Creative

?We create works for print, outdoor, TV ,radio, POP and a host of other media. We give your advertising twice the punch for no extra cost.

?Research Information

?We conduct and provide both qualitative and quantitative data and analysis on any variety of questions using an array of the most effective research techniques available today. ?Strategy

?We devise strategies and techniques to accomplish your business objectives through extensive analysis of your businesses, industries, markets and competitors.

?Media Services

?We place media. Yes ,of course .But it is our ability to find innovative means to reach your target audiences in the most efficient and effective manner that sets us apart from the rest of the pack.

?Public relation

?We help manage litigation issues, mergers and acquisitions, government relations, positioning, strategic philanthropy, community relation and other general communication services.

?Interactive marketing

?We take you digital. Our services include web design online advertising, content integration and interactive technology. Our goal is to bring you closer to your customers in the communication cycle.

Chapter7:

?IMCs: What else can we do for you

?But even such an extensive list as just provided cannot cover all of our services ! If that was all we could do, we would not be doing true integrated marketing communication. Here are just a few more of the services that we can provide you.

?Direct Marketing

?We reach your customers and consumers where they are: home, office, online, anywhere. We employ both traditional and nontraditional DM to reach both your customers and your goals.

?Demographic marketing

?We have the specialization to target diverse groups with exceedingly

culture-specific language and techniques. Employing Both demographic and psychographic data, we seamlessly mold your message to fit your target.

?Viral guerrilla marketing

?We get people talking about your product or service in a genuine, believable and persuasive manner. We infiltrate groups of consumers through the inconspicuous use of actors demonstrating and talking excitedly about your product to potential customers on the street, in restaurants ,at conventions… anywhere that will have the greatest effect. When greater

credibility is needed in marketing, turn to our guerrilla marketing and viral marketing.

?Specialized communications

?We understand the complexities of both internal corporate communications and investor relations. We help you speak with one voice…consistently and completely ,from top to bottom.

?Event Planning

?We provide a full range of event planning services. From conferences and meeting to exhibition stands and innovative retail space, we do it all. Let us puts your best face forward wherever you go.

?Identity Branding

?We do branding. From brand development to design to positioning , we do it all . We provide the strategies and tools needed to deliver integrated branding solutions within different media , across multiple trade channels and to a diverse marketplace. We can help with brand strategy and positioning; brand and corporate identity; packaging and product design.

?Co-marketing

?We assist manufacturers market their brands through their retail partners. This extends your marketing and advertising in a highly cost effective manner.

?Sponsorship Brand Partnership

?We locate and develop significant entertainment prospect opportunities and strategic partnership alliances. Our extensive database of sports figures, entertainers and media, retail and brand companies means we can formulate partnerships that provide a strong alternative channel for communicating a brand‘s message. We enable you to take part in a wide array of sponsorship opportunities .

?From sports and entertainment to social and ecological sponsorship we provide

?1)strategic planning.2) operational planning through to realization and followed by 3) management services. Innovative techniques include packaging entertainment properties, developing strategic partnerships, developing grass roots marketing programs and negotiating product placement opportunities.

?Sales Promotion

?We are promotion specialists .We have the expertise to reach your customers with innovative promotions in the most efficient manner.

?Consulting

?We know customers .The ever-increasing importance of timely and accurate marketplace information, knowledge and advice is unquestioned in the business world today. Our consulting services give you the edge over your competitors

Chapter 8 Guerrilla Marketing 2010-2012

?"The best engagements are when the audience is involved and participating while they are being entertained."

1.THE TARGET KALEIDOSCOPE

Objective: Promote the 2010 fall and holiday season apparel lines and generally act like a big player during Fashion Week

Payoff: 3,000 people on street level; 12.6 million Google hits from the event

2. M.S.I. CHICAGO'S 'MONTH AT THE MUSEUM'

Objective: Fetch younger, Web-savvy fans for this 77-year-old museum

Payoff (So far): Local and national TV traditional media exposure; "record" traffic to Web site

3. THE DR PEPPER STATUS TAKEOVER

Objective: To boost Facebook fan base of Dr Pepper in U.K.

Payoff: 160,000 sign-ups, lots of laughs, one considerable PR snafu

4. HEINEKEN'S 'W ALK-IN FRIDGE'

Bavaria spoofs Heineken walk-in-fridge.avi

?Objective: Boost already popular viral video with old-fashioned street theater

Payoff: Some 4.5 million YouTube hits for original vid; hundreds of imitator postings

5. COKE'S 'HAPPINESS MACHINE'

?可口可乐快乐贩卖机Happiness Machine.avi

?Objective: Build online following for Coke with the teen demographic with a hoax and a Web video to follow

Payoff: 2.8 million hits on YouTube; 200 million media impressions overall

6. GERMANWINGS' 'PLANEMOB'

?Germanwings航空的游击营销：飞机语录.avi

?Objective: Generate awareness of Germanwings' cheap airfares via viral content

Payoff: 332,000 YouTube views

?Entertainment

?Creative: increative\funny

?participant

?Social midia

7. Talkative Car Gives Away Free Outdoor Gear in New Conoco Campaign

https://www.360docs.net/doc/1211945388.html,/v_show/id_XNDU5MDgyMjYw.html

8. Bacon Barter: Oscar Mayer Campaign Has Actor Josh Sankey Using Only Pork As Currency ?https://www.360docs.net/doc/1211945388.html,/v_show/id_XNDUyNTYzNzYw.html

?https://www.360docs.net/doc/1211945388.html,/

9. Red Strip

10.aldo: ring my bell instagram stunt

?https://www.360docs.net/doc/1211945388.html,/v_show/id_XNDY4NzQ5MTY0.html

Chapter 9

Media Menagerie

?I wake up to ―Get Up America‖ on my favorite network station. While reading the paper each morning, all the blow-in cards, FSIs and countless other inserts drop out the side of my bulldog edition. Then the accordion inserts fall out of the magazine with the newspaper!...

?Something I think those little inserts account for half the weight of the newspaper, particularly when the Sunday edition arrives with all those coupons! I tell you ,the media are all around me.

billboard，painted bulletins, panels, poster panels…any and all types of out-of –home advertising. Giant electric spectaculars blotting out the sun during the day, and illuminating the city in a kaleidoscope of colors at night.

?The taxi in front of me is covered in transit advertising of all kinds. And while parked at the light, I can see the car cards lining the inside of public bus 172 next to me. Passing by the shopping district, I could swear not one shop window is without a display advertisement!

?But what‘s that on the sign in the corner gas station window?

?Free coffee and donuts today only, with minimum purchase of $10 worth of gasoline!

?I could use some gas… and I can‘t make it through the day without a cup of coffee anyway! Right?

?So I fill up :$10.37

?I walk in the convenience store…shelf screamers selling everything imagin able ,and the store is no bigger than my living room. island displays on the end of every aisle. On the counter are supplementary media of every kind.

?There‘s a POP to the left of me proclaiming the power of Super Bread ,and even counter advertising to the right of it declaring the superiority of Great Grains Bread.

?Magazines of every kind line the stand by the door. Vertical publications about real estate, accounting and even woodcarving…horizontal publications about how to be the best boss you can be or how to be the employee that everyone loves.

?The gas station even has its own house organ …something called , Gas in the Fast Lane. There is every vehicle imaginable. They ‘re all within arms length as I go to get those free donuts I ‘d seen advertised.

?But just as I ‘m preparing to

count out the change, I see one kid pass Racecar Weekly off to his friend without paying for it. ?―That can‘t be what they mean by pass-along readers! ‖I yell in disgust as they run out the

door.. Then –to my embarrassment –the cashier tells me that the magazine is free because the publisher fills it with advertisers‘ mail-order advertising.

donuts.

Chapter10

Lets Get Started

?So now we have a general understanding of what advertising is and what admen do, but how does it all come together? How do they do it ? How do they go from brainstorming sessions, situation analysis and research to creating ads and campaigns?

?Two words: ad planning.

?Ad planning is the basis upon which all good advertising is built. Here is the part where your strategic planning is done. Advertising is rich with theories on how best to do and think about such planning. Basis include the hierarchy-of –effects theory examining how and why consumers decide to act.

?AIDA (Attention , Interest , Desire and Action) is another useful way of looking at the communication process are all aimed at understanding consumer behavior: what it is ;why it occurs; and how it can be used to sell goods, promote a point of view, create action or whatever it is that you decide in your ad plan to try to accomplish.

?DAGMAR ,another standard in the repertoire of advertising theories, stands for Defining Advertising Goals for Measured Advertising Results.

?This is essential …otherwise you can never know (and more importantly never show to your client )that your hard work and their money really made a difference. Related to this concept is the sales-response function, which explains the relationship between advertising and sales. And the decay constant estimates the likely reduction in sales if advertising for the product or service were discontinued.

?During the ad planning process, one uses marketing research to develop a market profile so that proper market segmentation can be done. Sometimes likely consumers are broken down by product-related segmentation.

?A useful rule-of –thumb here is the eighty-twenty rule which says 80℅of the products sold in a given category will be consumed by 20℅of the customers. Sometimes demographic

segmentation is preferred ,or the relatively new practice of psychological segmentation. A popular means for grouping consumers by psychology is with values and lifestyles (V ALS) research.

?To do all this , a wide array of information and techniques are employed, and many different kinds of considerations are taken into account . In both selective demand advertising and primary demand advertising, it is necessary to use the information gleaned from your previous situation analysis and research such as the product category‘s seasonality and regional use.

?Once you have defined your goals, it‘s time to choose your tactics . From the ad planning, you develop the creative strategy-also known as the copy platform. You must also consider what the appeal will be ,and if you want to use a teaser campaign or an infomercial…use a soft sell or aim at the head with a detail-oriented approach.

Chapter 11

Cleaning-up a Brand Image

?Mike Boberts discusses the prospect of product positioning for a new detergent. ?Bernie Thomas

?We‘re a generic brand. But with our new line of detergents-that are, I must say, comparable to most of the top-of-the-line brands out there-how are we going to standout? Now we have true product differentiation, but how do we let customers know that?

?Mike Roberts：

?To become a national brand you‘ll need to insure that your brand manager understands the importance of proper product positioning.

?Bernie Thomas ：

?I think the problem is that our brand is both a family brand and a generic. It‘s hard for us to express to the public the strength of our new detergents, when they think of our other cleaning products as merely cheaper than the name-brands and the private brands.Price has been our USP from the beginning. We‘ve done good competing on price with less luxurious variations of our competitors‘ products,but now we want to compete on quality…at least when it comes to our detergent line.

?Mike Roberts：

?That‘s why I‘m suggesting you place your new detergent under a new brand name. Since you‘ll now be competing with even greater parity between you and your competitors, product positioning will be everything. We need to look at creating a trade character for the new brand , a tagline and do extensive image advertising for the new product. And like the utility of your new containers; I think we can really do something with it.

?Mike Roberts：

?And as you were telling me last week ,this detergent is all-natur al . Let‘s definitely think about doing some green advertising on this one – letting people know that they can help Baby boomer housewives love that kind of stuff.

?Perhaps we‘ll use some members of an environmental reference group to promote your detergent.

?Our product management system will insure that your brand receives the attention it Needs… and continues to receive it . And I‘m thinking we should do an all-inclusive corporate advertising campaign right before we launch the new brand to that people will have a strong impression of what your company can do .. beyond saving a few cents by choosing generics.

Chapter 12

Memo on Media

?Up an Up Media Consultancy

MEMORANDUM

?To: Account Planning

?CC: Jeff Rosenberg

?From: Samantha Brown

?Date: 25 March 2001

?Subject: New vehicles to be considered for media strategy

There are some good , new magazines and programs that we feel may be beneficial to include in the media mixes of future campaigns.

1. For our cat food accounts, catnip offers great coverage. Furthermore, when combined with industry mags, we can get low audience duplication. This vehicle can extend our reach significantly and give us more net unduplicated audience numbers.

2. Mountaineering Life has low exposure numbers overall, but may help us in the next quarter with our frequency difficulties when advertising for Burly Camping Gear.

TV and radio programs with appropriate audiences:

1. The cumes from A.C .Nielsen for Cooking with Karen are getting quite good. The program

has low turnover. The rating points remain high, GRPs are good and the rates are still fair.

2. For Supra Speedboats, whose BDIs and CDIs require greater concentration in the Northwest-and for whom we‘re util izing a media dominance theory approach-Saturday Speedboating has some interesting participation opportunities.

3. ―Mornings with Marilyn‖ has had strong loyalty index numbers, and the radio program has been keeping CDs out of those car stereos as people drive to work.

Jeff Rosenberg had asked if the projected gross audience and gross impression numbers for the Swerpy account had been finalized in the first media plan. Audience accumulation has not increased for Momo the Monkey as much as was predicted , so the program delivery rate must be downsized slightly.

We‘re rerunning the audience duplication numbers to make sure the programs continues to look strong, since we‘re employing media concentration theory for their line of fruit drinks.

Make sure the programs are effective for your respective strategic plans and compatible with all brand requirements.

Samantha.

Chapter 13

Media Scheduling

Message Delivery

We‘ve been doing flighting over the last two months to advertise our new magaz ine, Southern Sun Living. We‘ve been employing drive time radio ads, a staggered schedule for insertions in our sister publications, and our preferred daypart for TV ads is early fringe time . We have also been using pulsing to correlate with the release of Southern Sun Living at the beginning of each month, not unlike limited wave scheduling.

?Our archetype is female, 38 years of age, married with children, living south of the Mason-Dixon line but not along the coast , and with a gross family income of $60,000-$100,000a year. For our daypart ads- when many of our readers are at home with the television sets on-we tend to piggyback and occasionally do roadblocks of afternoon talk shows and lifetyle programs. ?By running ads back to back,we help to insure that the message is seen and then reinforced. And to extend the campaign‘s life by not reaching wear out too quickly, we have produced several different commercials to keep things fresh.

?Many of the talk shows have a large

holdover audience, and by using their adjacencies, we can create real frequency-something we feel is necessary in promoting our magazine as a brand dedicated to helping our readers get away to the relaxation and fun of coastal living. Furthermore, since this time is generally less

expensive- often being left as open end –we need not pay for chain breaks, while still maintaining a large viewing audience thanks to the inherited audiences. Their holding power gives us the flexibility to schedule a bit free, and we can avoid the costly primetime slots. ?Our previous campaign showed that continuity did little to improve our circulation. We have

refrained from using continuous advertising, and instead are taking advantage of the seasonality of travel . This also allows for cost savings. Additionally , we have bought some ROSs in lieu of limited availability to further extend the media budget .

Chapter 14

Media Placement

Location, Location, Location,

平面媒介术语

版面描述:

?Full Page FP 整版

?Double Page Spread DPS 跨版

?Half Page HP 半版

?Half Vertical Page H(V)P 竖半版

?Half Horizontal Page H(H)P 横半版

版面颜色描述:

?Full Color/4 Color FC/4C 彩色/四色

?Black & White BW 黑白

版位描述:

?Roll of Page ROP 普通内页

?Facing Table of Conte TOC 目录旁页

?Front Cover Page 封面

?Front Cover Spread G 封面拉页

?Inside Front Cover IFC 封二

?Inside Back Cover IBC 封三

?Outside Back Cover OBC 封底

?Facing Masthead 版权旁页

?Within 1st 1/3 Part 杂志前1/3版位

?Within Middle 1/3 Part 杂志中间1/3版位

?Within Last 1/3 Part 杂志后1/3版位

Words &Expressions

1.Spread 杂志跨页

2.Double truck 双页广告、跨页

3.Facing 一个广告牌（户外媒体单位）

4.Franchised position 专用广告位置

5.Island position 独立广告版位

6.Make good 补偿广告

7.Split run 分版刊登

?While on the phone, Janet Fleming discusses a recent ad placement mistake by a national newspaper. And ,on a separate call from a rep , listens to some media buys .

?Look!You gave us a buried positon with so much clutter around it that I could hardly find it !And I was looking for it ! We paid good money to have a all our insertions in franchised positions. Th ey ‘re supposed to be island positions on page B11 and a double truck in the automotive section. We paid a premium for these prefered positions. We‘re expecting a make good on this one .

?I‘ll call you back. I‘ve got another call on the line.

?Yeah…hello.

?Hello !Am I speaking with Janet Fleming of Freeman Media Buying Service?

?Yes ,what can I do for you ?

?My name‘s Ted Campbell …representative with International Media Publishing Corp. We met in Phoenix at the tradeshow two weeks ago, and you mentioned you were in search of some vehicles for your Aaron‘s Department Store account.

?Oh yes, I remember.

?I think we have some deals that may be of interest to you, including a package deal with gatefolds in New Style next month and the following.(Their readership is up again for the third straight quarter.)And we have a spread in July‘s Sensibility magazine, which we think would be a great match for Aaron‘s .

?Furthermore, if ROPs are acceptable for your mix, we can do some split runs to help test the effectiveness of their new lifestyle segmentation approach. We have some narrowcasting opportunities at local advertising prices for several of our stations in the Midwest, which we can couple with some great rates on newpaper inserts to accompany the TV commercials. And billboard facingｓare always an option.

?Well, I‘ll have a look at what you have to offer, and get back to you .Fax me over the information and quotes…and I‘ll need agate line figures by column inches .

?Will do ! I‘ll fax them right over to you. And if the re is anything else we can do for you, just let me know! Hope to hear from you soon.

?Goodbye.