Strategy in Advertising: Matching Media and Messages to Markets and Motivations (NTC Business Books)

811 Pages·1995·1.94 MB·English

by  Leo Bogart

Strategy in Advertising
Matching Media and Messages
to Markets and Motivations Third Edition
Leo Bogart
Printed on recyclable paper
NTC Business Books
a division of NTC Publishing Group · Lincolnwood, Illinois USA
Strategy in Advertising : Matching Media
title:
and Messages to Markets and Motivations
author: Bogart, Leo.
publisher: NTC Contemporary
isbn10 | asin: 0844230146
print isbn13: 9780844230146
ebook isbn13: 9780071392822
language: English
subject Advertising.
publication date: 1996
lcc: HF5821.B53 1996eb
ddc: 659.1
subject: Advertising.
Page ii
Library of Congress Cataloging-in-Publication Data
Bogart, Leo.
Strategy in advertising : matching media and messages to markets
and motivations / Leo Bogart. 3rd ed.
p. cm.
Includes bibliographical references and index.
ISBN 0-8442-3014-6
1. Advertising. I. Title.
HF5821.B53 1995
659.1dc20 95-11297
CIP
Published by NTC Business Books, a division of NTC Publishing
Group
4255 West Touhy Avenue
Lincolnwood (Chicago), Illinois 60646-1975, U.S.A.
© 1996 by NTC Publishing Group. All rights reserved.
No part of this book may be reproduced, stored in a retrieval system,
or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording or otherwise,
without the prior permission of NTC Publishing Group.
Manufactured in the United States of America.
5 6 7 8 9 BC 9 8 7 6 5 4 3 2 1
Page iii
Contents
Acknowledgments ix
Introduction xiii
Chapter 1 1
The Changing World of Advertising
The Public's View of Advertising 4
Reacting to AdsNot Just to Advertising 8
Curbs on Advertising? 9
The Changing Economy and the Economics of 13
Advertising
Advertising and the Economy 15
Advertising and Corporate Power 17
Advertising Pressure and Brand Position 19
Changing Advertising/Sales Ratios 22
Setting Limits on Advertising 23
The Perils of Generalization 25
Chapter 2 27
Deciding How Much to Spend, and Where
Retail and National Advertising Objectives 27
Brand Equity and Advertising 30
Advertising Objectives for the Established Product 32
Tracking the Competition 33
Advertising Objectives for the New Product 34
Setting Advertising Goals 37
"DAGMAR" 38
Setting the Budget Total 40
Market Tests of Expenditure Levels 42
What Should the Advertising/Sales Ratio Be? 44
Allocating the Budget 46
Page iv
Chapter 3 49
The Real World of Advertising Strategy
How Ad Decisions Are Made 50
The Concentration of Market Power 55
The Changing Agency 57
Buying Broadcast Time 59
Decisions, Reasonable and Unreasonable 62
Chapter 4 65
Persuasion and the Marketing Plan
Consumer Psychology and the Making of Ads 66
Evaluating Advertising 69
Sweaty Skin and Brain Waves 73
Advertising and Brand Loyalty 74
Winning Brand Loyalty 77
Media Strategy, Motivational Strategy, and Brand 79
Distinction
Which Comes First: Creative Theme or Market 81
Strategy?
Advertising and the Decision to Buy 83
Introducing a New Product 85
The Consumer Decision: Two Case Histories 87
Wanted: The Great Creative Idea 91
Persuading with Sight, Sound and Motion 95
Liking and Persuasion 98
Advertising Substance and Advertising Technique 100
Chapter 5 103
Understanding Media
What Different Media Can Do 104
How Media Define Markets 114
Local Markets and National Coverage 117
On Comparing Media 120
The Media Mood 122
Media Concentration or Media Mix? 124
Page v
Chapter 6 127
Cutting Through the Clutter
How We Perceive 128
Scanning and Reading 130
What Attracts Our Attention 132
Symbols and Perception 133
Remembering Print and TV Advertising 135
Print: Opportunity, Exposure, Registration 139
TV: Attention and Inattention 140
The Programming Context 143
Recall in the Changing TV Environment 144
Positioning and "Clutter" 148
Chapter 7 153
Reach, Frequency, and the Third Dimension
The Third Dimension 155
Message Size and Performance 157
Repetition to Build Reach 158
The "Campaign" 162
Dominance 165
Chapter 8 171
The Uses of Repetition
"Teaching" the Advertising Message 174
"Bursts," "Flights," and "Pulses'' 176
Repetition and Interest Levels 178
Krugman's Theory of How Advertising Works 181
Field Experiments in Repetition 183
How Many Repetitions Are Enough? 185
Effective Frequency 189
The Time Dimension 189
Varying the Content 194
Page vi
Chapter 9 197
Defining the Target
"Positioning" the Brand 198
Who Is the Target? 198
Locating the "Interested" Prospects 201
The Problem of Classification 202
Personality and Market Segments 205
Redesignating Market Segments 208
Customers in Motion 210
The "Thin" Market 214
Chapter 10 219
The Concept of "Audience"
Uncertainties in Audience Measurement 220
"Through-the-Book" and "Recent-Reading" 225
Why Audience Estimates Vary 229
Measuring Broadcast Audiences 231
Safety in Numbers? 238
Narrowcasting 239
The New Problems of Measurement 241
Numbers Versus Communication 242
Audience Measurement or Communications Research? 243
Chapter 11 245