2. INTRODUCTION
DEFINITION OF ADVERTISING
MAJOR ADVERTISING DECISIONS
CASE STUDY 1- TACKLING BINGE
DRINKING
CASE STUDY 2 – ADVERTISING ON
FACEBOOK ADVERTISING
3. ADVERTISING
DEFINITION:
“ Advertising can be defined as the means by which matter is published or
broadcast to individuals for payment or other valuable consideration and
which draws the attention of the public or a segment of it , to a
product, service, person, organisation or line of conduct in a manner
calculated to promote or oppose directly or indirectly that
product, service, person, organisation or line of conduct ’’
5. ADVERTISING
SETTING ADVERTISING
OBJECTIVES
BUDGET DECISION
Specific communication task to be
accomplished with a specific target
audience during a specific period
of time
1) Informative advertising
2) Persuasive advertising
3) Comparative advertising
Setting the total budget for
advertising:
1) Affordable method
2) Percentage-of-sales-
method
3) Competitive-parity
method
4) Objective-and-task
method
6. DEVELOPING ADVERTISING
STRATEGY
ADVERTISING
CREATING THE
ADVERTISING MESSAGE
1) Breaking through the
clutter
2) “Advertainment”
3) Branded entertainment
All based on the
“ creative concept” (Big
Idea)
SELECTING
ADVERTISING MEDIA
1) Reach, frequency and
impact
2) Choosing among major
media types
3) Selecting specific media
vehicles
4) Media timing
7. ADVERTISING
MEASURING THE
EFFECTIVENESS
1) COMMUNICATION EFFECTS
Is the ad or ad campaign communicating the
ad messagge well?
2) SALES AND PROFIT EFFECTS
Affected by several factors such as product
features, price and availability
8. ADVERTISING
Be the Influence:
Tackling Binge
Drinking
National Binge Drinking Strategy
(NBDS)
A drinking problem in a sporting
nation
“ Australian sports broadcasts are
dominated by alcohol advertising. ”
— Amy Bainbridge
CASE STUDY
9. Campaign Target & Budget
$50 million (total)
$25 million :
Pay back alcohol sponsorship that
companies have invested
$20 million :
Community Level Initiatives (CLI) against
binge drinking
$5 million :
Telephone Counseling Helpline & Social
Marketing Campaign
General public
Especially young people:
15-24 age group ~ 1million
ADVERTISING
11. Anti-binge drinking
messages
Reduce the links between alcohol promotion
and sporting activities
Reduce the exposure of young people to alcohol
imagery and branding
Promote responsible drinking
Provide alcohol-free environments
ADVERTISING
13. Advertising Effectiveness
Nearly 1,000 events around
Australia has advertised “Be the
Influence” through venue
signage, in stadium
announcements and uniform
branding.
“Strong enough to say
enough”
• Football Federation Australia
• Basketball Australia
• Netball Australia
• Swimming Australia
• Surfing Australia
• Cycling Australia
• Hockey Australia
• Athletics Australia
• Skateboarding Australia
• Volleyball Australia
• Equestrian Australia
• Triathlon Australia
• Australian Canoeing
• Australian University Sport
• Australian Baseball League
ADVERTISING
16. To maximise the economic potential of
the Olympic and Paralympic Games
and promote the UK's assets around
the world between 2012- 2015
“The GREAT Britain
Campaign”
ADVERTISING
17. 13 Facebook pages
promoting various aspects
of British life, business and
culture.
Objectiv
e
To promote Britain as a place
ADVERTISING
22. CONCLUSION
ADVERTISING
The effectiveness of advertising mainly depends on
message strategy and creative strategy.
The clear message communicates the organization’s
positioning and the media mix choose affects the
coverage of audience.
SNS including Facebook has radically changed the
consumer decision process and communication
platforms
Facebook has a profound effect on younger generation
who are about to be away from typical medium such as
television, magazine and newspaper gradually
23. REFERENCE LIST
ADVERTISING
BAINBRIDGE, A. 2013. A drinking problem in a sporting nation [Online]. ABC the Drum. Available:
http://www.abc.net.au/news/2013-04-29/bainbridge-alcohol-advertising-in-sport/4656386
[Accessed 10 may.
CELLAN-JONES, R. 2012. Facebook ads: £100,000 bill for government - good value? [Online].
United kingdom: BBC. Available: http://www.bbc.co.uk/news/technology-19396785.
ELLICKSON, P. L., COLLINS, R. L., HAMBARSOOMIANS, K., & MCCAFFREY, D. F. 2005. Does
alcohol advertising promote adolescent drinking? Results from a longitudinal assessment.
Addiction, 100, 235-246.
HUDSON, S. & THAL, K. 2013. The Impact of Social Media on the Consumer Decision Process:
Implications for Tourism Marketing. Journal of Travel & Tourism Marketing, 30, 156-160.
Moriarty, S., Mitchell. N., Wells William. D. Advertising: Principle and Practice. Sydney. 2011.
MCELENY, C. 2011. VisitBritain Facebook check-in volume five times bigger than Foursquare.
New Media Age (Online). London, United Kingdom, London: Centaur Communications Ltd.
Tombs, A. & Seamons, O. 2013. Foundations of Marketing. Sydney. Pearson.
VEJACKA, M. 2012. FACEBOOK ADVERTISING AND ITS EFFICIENCY ON THE SLOVAK
MARKET. E & M EKONOMIE A MANAGEMENT, 15, 116-127.
24. ADVERTISING
QUESTION TIME:
1. Do you remind any advertising that was strongly effective?
Why ?
2. Do you feel the “Be the Influence” advertising effective ?
3. What do u think is the most chosen media channel today
and future? Why?
4. To what extent do you think that the social media ads affect
the communication between companies and customers?
UK government, one branch of which has spent about £100,000 to promote Britain as a place to visit.The aim of the GREAT campaign is to maximise the economic potential of the Olympic and Paralympic Games and promote the UK's assets around the world between 2012- 2015. Through the UK government’s GREAT campaign, the British Council is raising awareness and promoting the UK’s strengths in English, education and culture. We are working closely with all the relevant UK government departments and UK bodiesUS130,000$
UK government, one branch of which has spent about £100,000 to promote Britain as a place to visit.British Government used a lot of advertisement in social networking service, not only Facebook but also twitter, YouTube and so on .
UK government, one branch of which has spent about £100,000 to promote Britain as a place to visit.
it is a tiny sum. But is it effective?In the context of the overall Great marketing budget of £37m
Until as of July 19thacross the 13 Facebook pages, 583,000 "likes" had been generated
Ad impression means the advertising contents are displayed in clients browser.
Evaluating the impact of advertising is a devilishly tricky business, especially when it involves promoting something as amorphous as a corporate or national reputationHowever, it is clear that there are also plenty of evidence of real engagement on their Facebook pages, and social media consultants will no doubt applaud the government for creating such a buzz around the campaign for such a modest outlay
