tile individual assignment 1 establishing objectives and budgeting for the promotional program

Experts can enhance the message''''s authority.Source Attractiveness: Factors like similarity, familiarity, and likability of the source play a role in persuasion, impacting the audience''''s

MKT304 TILE: INDIVIDUAL ASSIGNMENT 1

Teacher: Nguyễn Thu Hà

Name: Đinh Hà Quỳnh An

ID: HS170735

Class: MC1706-CCP

Contents

Chap 6 Source, Message, and Channel Factors 3

1 Summary of theory: 3

2 Case: 3

3 Case explanation: 4

Chap 7 Establishing Objectives and Budgeting for the Promotional Program 5

1 Summary of theory: 5

2 Case: 7

3 Case explanation: 7

Chap 11 Evaluation of Media: Television and Radio 8

1 Summary of theory: 8

2 Case: 10

3 Case explanation: 10

Chap 12 13

1 Summary of theory: 13

2 Case: 16

3 Case explanation: 16

Chap 13 18

1 Summary of theory: 18

2 Case: 19

3 Case explanation: 19

REFERENCES 22

Chap 6 Source, Message, and Channel Factors

1 Summary of theory:

Persuasion Matrix: This model comprises independent variables like the source, message, and channel, influencing dependent variables such as attention, comprehension, yielding, retention, and behavior change in the persuasion process

Source Factors: Source credibility is crucial, with credible sources being perceived as ethical, honest, believable, unbiased, knowledgeable, trustworthy, skillful, and experienced Experts can enhance the message's authority

Source Attractiveness: Factors like similarity, familiarity, and likability of the source play a role in persuasion, impacting the audience's perception and attention

Celebrity Endorsement: The use of celebrities as endorsers is a common advertising strategy, with potential risks like overshadowing the product and overexposure

Message Presentation: The way a message is presented, including logical, emotional, fear, humor, or comparative appeals, affects how it is received and remembered

Channel Selection: Choosing media channels for message presentation is essential, with personal selling offering flexibility and power, while non-personal advertising can reach a larger audience

2 Case:

Apple's "Get a Mac" Advertising Campaign

Source Factors: Apple's "Get a Mac" campaign, which ran from 2006 to

2009, featured two actors: Justin Long as the "Mac" and John Hodgman as the

"PC." These actors were chosen based on their likability and relatability to the target audience.

Source Attractiveness: Justin Long's portrayal of the "Mac" was seen as cool, casual, and relatable, fitting well with Apple's brand image of being user-friendly and stylish John Hodgman's portrayal of the "PC" represented the stereotypical, bumbling computer user

Message Presentation: The campaign primarily used humor as its appeal The ads depicted humorous scenarios where the "Mac" character effortlessly outperformed the "PC." This humorous approach made the campaign memorable and entertaining

Channel Selection: Apple used a mix of television commercials, online videos, and print advertisements to reach a wide audience The campaign's clever humor made it shareable, leading to discussions and debates in online forums and social media

Result: Apple's "Get a Mac" campaign was a massive success It effectively conveyed the message that Mac computers were user-friendly, reliable,and superior to PCs humorously and memorably The likable and relatable characters of "Mac" and "PC" made the message more engaging The campaign contributed to Apple's brand identity and sales growth during the campaign period

In this real-life case, Apple strategically leveraged source attractiveness (likable and relatable characters), message presentation (humor), and channel selection (television, online, and social media) to create a persuasive advertising campaign that resonated with consumers and contributed to the success of their products

Chap 7 Establishing Objectives and Budgeting for the Promotional Program

Sales objectives focus on increased sales and require economic

justification, while communications objectives aim to create brand awareness and favorable attitudes

Problems with sales objectives include a lack of immediate effects and complexity in attributing sales solely to advertising

Sales objectives are suitable for promotions with an immediate behavioral response, while communications objectives are suitable for mature markets and brand building

Communications Objectives:

Communication objectives target brand knowledge, interest, favorable attitudes, and image, grouped into cognitive, affective, and conative levels

The communications effects pyramid illustrates the hierarchy of these objectives.

Problems with communications objectives include translating them from sales goals and determining adequate levels

The DAGMAR approach defines objectives as awareness, comprehension,conviction, and action, critiqued for its response hierarchy and focus on sales

Budgeting:

Budgeting involves allocating resources for promotional programs based

on what is affordable and necessary to achieve objectives

Budget decisions are affected by economic conditions, with budgets often being reduced during economic downturns

Marginal analysis helps determine budget adjustments based on the relationship between costs and revenue

Sales response models like concave-downward and S-shaped curves influence budget decisions

Factors affecting advertising budgets include purchase frequency, product life cycle, differentiation, and more

Budget allocation methods include top-down (affordable method, competitive parity, percentage of sales, return on investment) and bottom-up (objective and task method)

Factors Affecting Budget Allocation:

Factors like market size, potential, and share influence budget allocation.Share of voice (SOV) and share of the market (SOM) affect advertising budget allocation

Economies of scale suggest larger firms can support their brands with lower advertising costs.

Organizational characteristics like structure, power dynamics, expert opinions, and decision-maker traits influence budget decisions

The "Shot on iPhone" campaign successfully achieved its marketing and communications objectives.

It generated buzz, increased brand awareness, and contributed to iPhone sales growth

The user-generated content aspect added authenticity and engaged Apple's customer base

Conclusion: Apple's "Shot on iPhone" campaign exemplifies the

importance of setting clear marketing and communications objectives and allocating a suitable budget to achieve those objectives It effectively utilized a variety of media channels to reach its audience and generated a positive response,highlighting the value of effective planning and resource allocation in

cost-Captivity and Attention: Television captures the audience's attention and keeps them engaged.

Selectivity and Flexibility: Advertisers can target specific demographics and adapt their ads to various formats

Television Limitations:

Low Selectivity: It may lack precise audience targeting

Fleeting Message: TV ads are short-lived

Cost: Producing and airing TV commercials can be expensive

Clutter: The high number of ads can lead to clutter and decreased ad effectiveness

Distrust: Some viewers may distrust ads

Limited Attention: Viewers may use techniques like zipping and zapping toavoid ads

Methods of Buying Time: Advertisers can choose sponsorship,

participation, or spot announcements based on control, cost-sharing, and production involvement

Cable Television: This medium has seen rapid growth, offering national, regional, and local advertising opportunities However, it faces challenges from government regulations, audience fragmentation, and new technologies

Measuring the TV Audience: Audience measurement involves the total audience, program ratings, households using TV, and share of the audience

Radio Advantages:

Integrated Marketing: Radio can complement other marketing efforts

Mental Imagery: It allows listeners to create mental images based on audiocontent.

Flexibility: Radio can be quickly adapted to changing circumstances.Selectivity: Advertisers can target specific demographics

Receptivity: Radio often has a captive and loyal audience

Cost and Efficiency: Radio advertising can be cost-effective

Limitations of Radio:

Creative Limitations: Radio lacks visual elements

Audience Fragmentation: Numerous radio stations are catering to different audiences

Limited Research Data: Data on radio audiences may be limited.Chaotic Buying: Buying radio time can be complex and fragmented.Limited Listener Attention: Attention spans may be shorter on the radio.Digital Media Competition: Radio competes with digital media platforms.Clutter: Like television, radio can suffer from ad clutter

Objectives:

Cost Efficiency: Budweiser aimed to save costs compared to the high expense of airing a television commercial during the Super Bowl Super Bowl TV

ad slots are notoriously expensive, with brands spending millions for just a second spot

30-Broad Reach: Despite not airing a television commercial, Budweiser wanted to maximize its reach during the Super Bowl event, which is known for its diverse audience

Advantages of Radio for This Case:

Flexibility:

Radio allowed Budweiser to quickly create and broadcast ads that were tailored to specific moments during the game For example, they could respond tokey game plays, touchdowns, or halftime events in real-time, which is more challenging with pre-produced TV commercials

Cost and Efficiency:

Radio advertising is generally more cost-effective than television, especially during high-demand events like the Super Bowl This cost-efficiency allowed Budweiser to allocate resources more strategically

Outcome:

Budweiser's radio campaign during Super Bowl LIII successfully reached

a broad and captive audience While exact figures of reach and impact may not beavailable, Budweiser's decision to invest in radio advertising generated considerable buzz and discussion

Creativity and Messaging:

The radio ads created by Budweiser were likely designed to be engaging, creative, and tailored to the Super Bowl audience They could have employed humor, emotional storytelling, or memorable slogans to connect with listeners.Relevance to Budweiser's Brand:

Budweiser is known for its association with sports, particularly football

By choosing radio during the Super Bowl, they maintained their presence in the sports world while demonstrating adaptability and creativity in their advertising approach

Conclusion:

Budweiser's decision to invest in a radio campaign during Super Bowl LIIIwas a strategic choice aimed at achieving cost efficiency while still reaching a vast and diverse audience The flexibility of radio allowed them to create real-time, relevant ads tailored to specific moments during the game, which likely contributed to the campaign's effectiveness This case highlights the importance

of considering different media options and objectives to achieve marketing goals during major events

Chap 12 Evaluation of Print Media

1 Summary of theory:

This section provides an evaluation of print media, particularly focusing onmagazines and newspapers, highlighting their advantages, disadvantages, and keycharacteristics

Magazines:

Role of Magazines and Newspapers: Magazines and newspapers are intrusive, high-involvement media where readers set the pace, leading to a selective audience with a high readership

non-Magazines Target Specific Markets: non-Magazines can target specific demographics, interests, or professions, making them ideal for reaching niche audiences.

Costs: Magazine advertising can be expensive

Limited Reach: Reach is limited compared to broadcast media

Limited Frequency: Magazines are typically published less frequently.Long Lead Time: Advertisers need to plan far in advance due to productionschedules

Clutter: Magazines can have a cluttered advertising environment.Competition: Numerous magazines compete for advertiser attention

Magazine Circulation:

Includes primary circulation, pass-along readership, guaranteed

circulation, circulation verification, and total audience

The Future of Magazines:

Magazines face challenges such as increasing costs, competition, decreasing circulations, declining revenues, failing publications, and the rise of database marketing

Potential solutions involve technology advances, stronger editorial platforms, cross-media deals, and electronic delivery methods

Classified ads, display ads (local and national), special ads, and inserts are common types of newspaper advertising.

Newspaper Circulation Figures:

Various circulation figures like primary circulation, pass-along readership, guaranteed circulation, circulation verification, and total audience contribute to understanding a newspaper's reach

The Future of Newspapers:

Newspapers face problems such as declining circulation, competition fromother media, attracting and retaining readers, and the transition to online delivery.Solutions may involve cross-media opportunities and adapting to new technologies

This comprehensive evaluation provides insights into the strengths and weaknesses of magazines and newspapers as advertising mediums, helping advertisers make informed decisions based on their objectives and target audiences

2 Case:

Toyota's Successful Newspaper Campaign

Background:

In 2019, Toyota, one of the world's largest automakers, initiated a newspaper advertising campaign in the United States to promote its hybrid vehicles This campaign was aimed at showcasing Toyota's commitment to sustainability and attracting environmentally conscious consumers.

Newspapers are considered a trusted source of information

They have a broad readership base, including environmentally conscious consumers

Newspapers offer flexibility in terms of ad format and placement.The campaign aimed to leverage the prestige associated with newspapers

Placement: Ads were strategically placed in national and local newspapers,targeting areas with a strong eco-conscious demographic.

Frequency: Toyota ran the campaign over several weeks to ensure a consistent presence in newspapers

Outcome:

Increased Hybrid Vehicle Sales: Toyota experienced a noticeable increase

in sales of its hybrid vehicles during and after the campaign

Positive Brand Image: The campaign contributed to Toyota's reputation as

a leader in eco-friendly automotive technology

Market Share Growth: Toyota's market share in the hybrid vehicle segmentexpanded

Environmental Impact: The campaign aligned with Toyota's sustainability initiatives, reinforcing their commitment to reducing the automotive industry's carbon footprint

Conclusion:

Toyota's successful newspaper advertising campaign demonstrated the effectiveness of using print media to promote eco-friendly products By strategically leveraging newspapers, Toyota not only achieved its sales objectives but also enhanced its brand image and contributed to its sustainability goals This case illustrates how print media can be a powerful tool when aligned with specificmarketing objectives and target audiences

Chap 13 Support Media

1 Summary of theory:

This section covers various aspects of advertising and media, including therole of support media in advertising, out-of-home advertising, promotional