tài liệu truyền thông - chap13 - quảng cáo truyền thông

© 2010 South-Western, a part of Cengage Learning
All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
Other Advertising Media
CHAPTER
14
1. Explain why postal mail advertising is an efficient and
effective ad medium.
2. Understand p-mail’s five distinctive features
compared to mass forms of advertising.
3. Appreciate the role of database marketing, data
mining, and lifetime-value analysis.
4. Appreciate branded entertainment and brand
placements in various venues (movies, TV, etc.).
5. Appreciate the value of yellow-pages advertising.
Chapter Objecves
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–2
6. Recognize the growth and role of video-game
advertising (advergaming).
7. Understand the role of cinema advertising.
8. Appreciate the potential value of various “alternative”
ad media.
Chapter Objecves (cont’d)
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 14–3
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.

14–4
Framework for Various Forms of “Other” Advertising
Table 14.1
•
Direct Advertising via Postal Mail
•
Brand Placements in Movies, in TV Programs, and Elsewhere
•
Yellow-Pages Advertising
•
Video-Game Advertising (Advergaming)
•
Cinema Advertising
•
Potpourri of Alternative Ad Media
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
14–5
Direct Advertising via Postal Mail
Direct Advertising via Postal Mail
•
Postal Mail (P-mail) Advertising
Postal Mail (P-mail) Advertising

Is any advertising matter the postal service delivers to
Is any advertising matter the postal service delivers to
the person whom the marketer wishes to influence.
the person whom the marketer wishes to influence.


Letters, postcards, programs, calendars, folders, catalogs,
Letters, postcards, programs, calendars, folders, catalogs,
videocassettes, blotters, order blanks, price lists, and menus.
videocassettes, blotters, order blanks, price lists, and menus.
•
Why Use P-mail
Why Use P-mail

Less expensive than television advertising
Less expensive than television advertising

Better targeting of messages to desired prospects
Better targeting of messages to desired prospects

Easier identification of prospects who purchased
Easier identification of prospects who purchased
advertised product
advertised product

Favorable attitudes of consumers toward mail ads
Favorable attitudes of consumers toward mail ads
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Cengage Learning. All rights
reserved.
14–6
Illustrations of Successful P-mail
Illustrations of Successful P-mail
Campaigns
Campaigns
Caterpillar 414E

Industrial Loader
Campaign
(B2B)
Stacy’s
Pita Chip
Campaign
(Consumer Packaged Good)
The Saab
9–5
Campaign
(Consumer Durable Good)
Highly Successful
Direct Mail
Campaigns
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Cengage Learning. All rights
reserved.
14–7
P-mail’s Distinctive Features
P-mail’s Distinctive Features
Measurability
Targetability
Efficiency
Flexibility
Accountability
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Cengage Learning. All rights
reserved.
14–8
What Functions Does P-mail Accomplish?

What Functions Does P-mail Accomplish?
•
P-mail Campaigns Can:
P-mail Campaigns Can:
1.
1.
Increase sales and usage from current customers
Increase sales and usage from current customers
2.
2.
Sell products and services to new customers
Sell products and services to new customers
3.
3.
Build traffic at a specific retailer or Web site
Build traffic at a specific retailer or Web site
4.
4.
Stimulate product trial with promotional offers and incentives
Stimulate product trial with promotional offers and incentives
5.
5.
Generate leads for a sales force
Generate leads for a sales force
6.
6.
Deliver product-relevant information and news
Deliver product-relevant information and news
7.
7.

Gather customer information that can be used in building a
Gather customer information that can be used in building a
database
database
8.
8.
Communicate with individuals privately to minimize the
Communicate with individuals privately to minimize the
likelihood of competitive detection
likelihood of competitive detection
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Cengage Learning. All rights
reserved.
14–9
The Special Case of Catalogs
The Special Case of Catalogs
•
Effects of Catalogs
Effects of Catalogs

Two-thirds of recipients visit cataloguer’s web site
Two-thirds of recipients visit cataloguer’s web site

Sales to catalog recipients are 150% greater
Sales to catalog recipients are 150% greater

Catalog recipients buy more items and spend more
Catalog recipients buy more items and spend more
money
money

•
Advantages of Using Catalogs
Advantages of Using Catalogs

Saves time
Saves time


No fear for security
No fear for security

No shopping pressure
No shopping pressure


Ease of purchasing
Ease of purchasing

Comparable goods
Comparable goods


Attractive guarantees
Attractive guarantees
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Cengage Learning. All rights
reserved.
14–10
Growth in Catalog Marketing
Growth in Catalog Marketing

Waning interest
in catalogs
Increased cost of
catalog marketing
Third-class postal
rates increases
Factors in the Slowdown
in the Growth Rate of
Catalog Marketing
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reserved.
14–11
Audiovisual Advertising
Audiovisual Advertising
•
Audiovisual Advertising
Audiovisual Advertising

Involves the use of electronic devices to present
Involves the use of electronic devices to present
audiovisual advertising messages captured in the
audiovisual advertising messages captured in the
form of videotapes, CD-ROMs, or DVDs.
form of videotapes, CD-ROMs, or DVDs.

Appears to be both more effective and less expensive
Appears to be both more effective and less expensive
than print advertising delivered via direct mail.
than print advertising delivered via direct mail.


Research shows customers are less likely to throw
Research shows customers are less likely to throw
away these mailings than a brochure or other printed
away these mailings than a brochure or other printed
material.
material.
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Cengage Learning. All rights
reserved.
14–12
The Use of Databases
The Use of Databases
•
Benefits of an Up-to-date Database
Benefits of an Up-to-date Database

Directs advertising efforts to the best prospects for a
Directs advertising efforts to the best prospects for a
company’s products or services
company’s products or services

Offers varied messages to different groups of
Offers varied messages to different groups of
customers
customers

Creates long-term relationships with customers
Creates long-term relationships with customers


Enhances advertising productivity
Enhances advertising productivity

Provides the capability to calculate the lifetime value
Provides the capability to calculate the lifetime value
of a customer or prospect
of a customer or prospect
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reserved.
14–13
The Use of Databases (cont’d)
The Use of Databases (cont’d)
•
Customer Lifetime Value
Customer Lifetime Value

Is valuing each present or prospective customer is
Is valuing each present or prospective customer is
viewed not as an address but as a long-term asset
viewed not as an address but as a long-term asset

Is the net present value (NPV) of the profit that a firm
Is the net present value (NPV) of the profit that a firm
could realize on average new customer during a given
could realize on average new customer during a given
number of years
number of years
•
Augmenting the Lifetime Value of Customers

Augmenting the Lifetime Value of Customers

Increase the retention rate
Increase the retention rate

Increase the referral rate
Increase the referral rate

Enhance the average purchase volume per customer
Enhance the average purchase volume per customer

Cut direct costs for distribution channel
Cut direct costs for distribution channel

Reduce marcom costs
Reduce marcom costs
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reserved.
14–14
Customer Lifetime-Value Analysis
Table 14.2
Note: Discount rate assumes an interest rate of 20 percent: D = (1 + i)
n
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Cengage Learning. All rights
reserved.
14–15
The Use of Databases (cont’d)
The Use of Databases (cont’d)

•
Database Mining
Database Mining

The computerized process of discovering hidden facts
The computerized process of discovering hidden facts
(i.e., revealing relationships among customer buying
(i.e., revealing relationships among customer buying
behavior variables) contained in a firm’s databases.
behavior variables) contained in a firm’s databases.
•
Database Manipulation and Mail Targeting
Database Manipulation and Mail Targeting

R-F-M
R-F-M
system of point values
system of point values

R
R
ecency of a customer’s purchase
ecency of a customer’s purchase

F
F
requency of a customer’s purchases
requency of a customer’s purchases

M

M
onetary value of a customer’s purchases
onetary value of a customer’s purchases
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Cengage Learning. All rights
reserved.
14–16
The Use of Databases (cont’d)
The Use of Databases (cont’d)
•
RFM System in Application
RFM System in Application

Testing effectiveness:
Testing effectiveness:

Categorize customers into quartiles or quintiles cells
Categorize customers into quartiles or quintiles cells

Take a representative random sample from each cell
Take a representative random sample from each cell

Distribute a catalogue, brochure or other p-mailing
Distribute a catalogue, brochure or other p-mailing

Provide sufficient time for sampled customers to respond
Provide sufficient time for sampled customers to respond

Determine response rate and average expenditure per cell
Determine response rate and average expenditure per cell


Project these statistics to full membership
Project these statistics to full membership

Based on response-rate and average-expenditure and with
Based on response-rate and average-expenditure and with
knowledge of the cost of distributing the mailing, calculate
knowledge of the cost of distributing the mailing, calculate
whether this mailing is a profitable proposition
whether this mailing is a profitable proposition

Decision rule:
Decision rule:
Target direct mailing only to those cells whose
Target direct mailing only to those cells whose
revenue potential outstrips mailing expense
revenue potential outstrips mailing expense
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Cengage Learning. All rights
reserved.
14–17
Brand Placements in Movies
Brand Placements in Movies
and TV Programs
and TV Programs
•
Brand Placement (Branded Entertainment)
Brand Placement (Branded Entertainment)

Shows evidence of limited but growing effectiveness

Shows evidence of limited but growing effectiveness

Builds brand awareness and enhances recall
Builds brand awareness and enhances recall

Provides a peripheral route of persuasion
Provides a peripheral route of persuasion

Is low risk in that it:
Is low risk in that it:

Is less intrusive that ads
Is less intrusive that ads

Is less like to be rejected by younger consumers
Is less like to be rejected by younger consumers

Enhances the brand image when appropriately placed
Enhances the brand image when appropriately placed

Can be detrimental if placement control is lost
Can be detrimental if placement control is lost

Can be difficult to calculate its effectiveness and ROI
Can be difficult to calculate its effectiveness and ROI

Is becoming more expensive
Is becoming more expensive
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Cengage Learning. All rights

reserved.
14–18
Brand Placements in Movies
Brand Placements in Movies
and TV Programs (cont’d)
and TV Programs (cont’d)
•
Factors determining the value of a brand
Factors determining the value of a brand
placement:
placement:

The amount of onscreen time and foreground or
The amount of onscreen time and foreground or
background positioning of the brand in a scene
background positioning of the brand in a scene

Whether characters use the brand, mention it, and
Whether characters use the brand, mention it, and
exclaim its virtues
exclaim its virtues

Whether the brand appears during an important plot
Whether the brand appears during an important plot
point
point
•
Younger consumers appear to be the most
Younger consumers appear to be the most
responsive to brand placement in movies

responsive to brand placement in movies
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Cengage Learning. All rights
reserved.
14–19
Yellow-Pages Advertising
Yellow-Pages Advertising
•
Yellow Pages
Yellow Pages

Is an online and print ad medium for both local and
Is an online and print ad medium for both local and
national advertisers that 60% of consumers use
national advertisers that 60% of consumers use
weekly to:
weekly to:

Save time when they are seeking a product or service
Save time when they are seeking a product or service
supplier and are prepared to make a purchase
supplier and are prepared to make a purchase

Save energy and money
Save energy and money

Find information quickly
Find information quickly
•
Typical Users

Typical Users

Are in the 25-to-49 age category
Are in the 25-to-49 age category

Are college educated
Are college educated

Have household incomes of $60,000 and up
Have household incomes of $60,000 and up
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reserved.
14–20
Yellow-Pages Advertising (cont’d)
Yellow-Pages Advertising (cont’d)
•
Distinguishing Features of Yellow-Pages
Distinguishing Features of Yellow-Pages
Advertising
Advertising

Ads actively sought by consumers
Ads actively sought by consumers

Quality of ad placements determined by ad size and
Quality of ad placements determined by ad size and
long-term participation of advertisers
long-term participation of advertisers


Creative limits on ad format and for entire year
Creative limits on ad format and for entire year

Annualized method of purchasing ad space
Annualized method of purchasing ad space
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved.
14–21
Video-game Advertising
Video-game Advertising
(a.k.a. Advergaming)
(a.k.a. Advergaming)
•
Market Characteristics
Market Characteristics

In-game advertising totaled $400 million in 2008
In-game advertising totaled $400 million in 2008

Paid advertising to total nearly $2 billion by 2011
Paid advertising to total nearly $2 billion by 2011

60+ million gamers by 2009
60+ million gamers by 2009
•
Users
Users

Are young and over 40 percent are female

Are young and over 40 percent are female

Play a game for an average of 40 hours
Play a game for an average of 40 hours

Have an average household income between
Have an average household income between
$35,000 and $75,000
$35,000 and $75,000

Play online with multiple other players
Play online with multiple other players
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reserved.
14–22
Cinema Advertising
Cinema Advertising
•
Market Features
Market Features

In-theater advertising is a $1 billion market
In-theater advertising is a $1 billion market

Advertisements appearing prior to a featured
Advertisements appearing prior to a featured
film do not antagonize consumers
film do not antagonize consumers
•

Target Market Characteristics
Target Market Characteristics

Younger consumers are more positively
Younger consumers are more positively
disposed toward cinema advertising than
disposed toward cinema advertising than
older individuals
older individuals
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Cengage Learning. All rights
reserved.
14–23
Potpourri of Alternative Advertising Media
Potpourri of Alternative Advertising Media
•
Alternative Media Examples
Alternative Media Examples

Post-it notes
Post-it notes

Stadium cup holders
Stadium cup holders

Sides of garbage trucks
Sides of garbage trucks

Restroom space
Restroom space


Labels on fruits and
Labels on fruits and
vegetables
vegetables

Back covers of comic books
Back covers of comic books

Skywriting
Skywriting

Human body
Human body
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reserved.
14–24
3M’s Post-it
Notes as an
Advertising
Medium
Figure 14.1
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14–25
A Football
Stadium’s Cup
Holders as an

Advertising
Medium
Figure 14.2