Our Services

Get 15% Discount on your First Order

Description

March 2, 2025

Description

Advertising Campaigns You Know ( I chose below )

“This Land is Calling” Campaign: Launched in August 2024 by the Saudi Tourism Authority, this campaign invites international travelers to explore the Kingdom’s diverse landscapes and rich culture. It emphasizes the unique experiences that Saudi Arabia has to offer, aiming to position the country as a premier travel destination.

In this discussion, you will evaluate an advertising campaign.

I Choose a recent advertising campaign from Saudi Arabia “This Land is Calling” Campaign

You have to:
Analyze its performance based on the following factors:
- Reach: What channels were used to deliver the campaign? Include an image from the campaign and what form of digital media was used in your post.
- Engagement: How did the target audience interact with the advertising campaign?
- Conversion: How many people were exposed to the advertising campaign? (This data may be hard to find, if you can’t find it, consider whether this is a national or international campaign – what was the attempted exposure of reach – in your opinion).
- Advertising Theory: Which of the advertising theories do you think this campaign followed and why?

Discuss the concepts, principles, and theories from your textbook.

Cite your textbooks and cite any other 2 recent sources

Your initial post should address all components of the question with a 500-word limit.

No Ai Allowed

APA 7th edition

Required:

Chapter 5 in Integrated advertising, promotion, and marketing communications
Siddiqui, K. A., & Alahmadi, M. A. (2021). Gender Preferences for Men and Women Advertising Models in Saudi Arabia. Asian Journal for Public Opinion Research, 9(4), 30076. ‌

Recommended:

Chapter 5 PowerPoint Presentation
Hamid, M. A. K. A., & Fawzy, S. F. (2021). Saudi females’ attitudes and buying behavior towards advertising through sports. Journal of Management Information and Decision Sciences, 24(4), 1-16.

Integrated Advertising, Promotion, and
Marketing Communications
Ninth Edition

Chapter 5
Advertising Campaign
Management

Chapter Objectives (1 of 2)
5.1 How do advertising theories guide the advertising
management process?
5.2 What is the relationship of advertising expenditures to
advertising effectiveness?
5.3 When should a company employ an external
advertising agency rather than completing the work inhouse?
5.4 How do companies choose advertising agencies?

Chapter Objectives (2 of 2)
5.5 What job functions take place within an advertising
agency?
5.6 What advertising campaign parameters do marketing
professionals consider?
5.7 How does a creative brief facilitate effective
advertising?

5.8 What are the implications of advertising management in
the global arena?

Chapter Overview
• Advertising management
• Advertising theory
• Relationship of advertising expenditures to success

• Choosing an advertising agency
• Advertising parameters
• The creative brief

Zehnder Communications
• Full-service agency

• Challenges traditional
thinking
• Innovation
• Campaign integration
• Named a “best place to
work” 12 years in a row

Hierarchy of Effects Model (1 of 2)
1. Awareness

2. Knowledge
3. Liking
4. Preference

5. Conviction
6. Purchase

Hierarchy of Effects Model (2 of 2)
• Steps are sequential
• Some experts question if sequential

• Consumers spend time at each step
• Brand loyalty involves all six steps
• Similar to attitude formation

• Cognitive → affective → conative
• Cognitive – awareness, knowledge
• Affective – liking, preference, conviction

• Conative – actual purchase
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Figure 5.1: Personal Values
• Comfortable life

• Pleasure

• Equality

• Salvation

• Excitement

• Security

• Freedom
• Fun, exciting life
• Happiness

• Self-fulfilment
• Self-respect
• Sense of belonging

• Inner peace
• Mature love

• Social acceptance

• Personal accomplishment

• Wisdom

Means-End Theory
• Means-end chain
• Message (means) leads to end state (personal values)
• Means-End Conceptualization of Components of
Advertising Strategy (MECCAS)
Product attributes → benefits → personal values

Figure 5.2: Means-End Chain for Milk (1 of 2)

Figure 5.2: Means-End Chain for Milk (2 of 2)
Illustration of the MeansEnd Chain

Figure 5.3: B-to-B Means-End Chain for
Marketing Research Services (1 of 2)

Figure 5.3: B-to-B Means-End Chain for
Marketing Research Services (2 of 2)
Illustration of the MeansEnd Chain

Verbal and Visual Images
• Visual and verbal
elements combine for
desired effect
• Visuals often lead to more
favourable attitudes

• Visuals more memorable
than verbal copy
• Visuals often used in
international marketing

Questions to Consider (1 of 2)
• How does the ad shown on the previous page illustrate
the power of a visual image?
• What, if anything, makes this visual image memorable to
you?
• How do the visual and verbal elements in this ad work
together to create the desired effect?

The Impact of Advertising Expenditures
• The communications goal
• Threshold effects

• Diminishing returns
• Carryover effects
• Wear-out effects

• Decay effects

Figure 5.4: Relationships between Advertising and
Marketing Expenditures and Sales and Profit Margins

Threshold Effects
An advertisement designed
to encourage action

Figure 5.5: A Decay Effects Model

Figure 5.6: Advantages of In-House
versus External Agencies
In-House

Outside Agency

• Lower costs

• Reduce costs

• Consistent brand message

• Greater expertise

• Better understanding of
product and mission

• Outsider’s
perspective

• Faster ad production

• Access to top
talent

• Work closer with CEO
• Lower turnover rate in the
creative team

Figure 5.7: Common Services Provided
by Full-Service Agencies
• Advice about how to develop target markets
• Specialized services for business markets

• Suggestions about how to project a strong company
image and theme
• Assistance in selecting company logos and slogans

• Preparation of advertisements
• Planning and purchasing media time and space

External Advertising Agencies

• Advertising agencies
• Media service companies
• Direct marketing agencies
• Consumer and trade promotion specialists
• Digital services
• Social media and mobile marketing
• Public relations agencies
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Budget Allocation Considerations InHouse v s Advertising Agency
ersu

• Size of account should match size of agency
• 75-15-10 Rule
– 75% for media buys
– 15% for creative work (agency)
– 10% for ad production

Crowdsourcing
• Outsources creative
aspect of ad or campaign
to public
• Winning examples:
– Doritos
– Harley Davidson
• Overall cost not lower
• Advantages
– Involves consumers
– Generates buzz
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Figure 5.8: Steps in Selecting an
Advertising Agency
1. Set goals.
2. Select process and criteria.

3. Screen initial list of applicants.
4. Reduce list to two or three viable agencies.
5. Request creative pitch.

Choosing an Agency
Goal Setting
• Set goals before contacting agencies

• Provides direction
• Reduces personal biases

Figure 5.9: Evaluation Criteria in
Choosing an Advertising Agency
• Size of the agency
• Relevant experience of the agency
• Conflicts of interest
• Creative reputation and capabilities
• Production capabilities
• Media purchasing capabilities
• Other services available
• Client retention rates
• Personal chemistry
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Creative Pitch
• Two to three finalists normally selected
• Presentations address specific problem/situation
• “Shootout” = competing formal presentations

• Process is expensive for agencies

Figure 5.10: Pitching Do’s and Don’ts (1 of 2)
• Do listen. Allow the client to talk.
• Do your preparation. Know the client and its business.

• Do make a good first impression. Dress up, not down.
• Do a convincing job of presenting. Believe in what you
are presenting.

Figure 5.10: Pitching Do’s and Don’ts (2 of 2)
• Don’t assume all clients are the same. Each has a unique
need.
• Don’t try to solve the entire problem in the pitch.
• Don’t be critical of the product or the competition.
• Don’t overpromise. It will come back to haunt you.

• Don’t spend a lot of time pitching credentials and
references.

Roles of Advertising Personnel
• Account executives
• Creatives

• Traffic managers
• Account planners
• Data scientists

• Digital and social media managers, consultants

Figure 5.11: Advertising Campaign
Parameters
• Advertising goals
• Media selection

• Tagline
• Consistency
• Positioning

• Campaign duration

Figure 5.12: Common Advertising Goals
• Build brand awareness
• Provide information

• Persuasion
• Supporting marketing efforts
• Encouraging action

Advertising Goals: Providing Information

Media Selection
• Media usage habits of target market
• Audience characteristics of media

• Business-to-business media
• Earlier involvement of media companies

Taglines
• Key phrase
• Memorable

• Conveys uniqueness
• Consistency across platforms
• Shorter than in past

• Revised or new taglines

Figure 5.13: Taglines Used by Various
Brands (1 of 2)
• American Express—“Don’t leave home without it.”
• Avis—“We try harder.”

• Bounty—“The quicker picker-upper.”
• Capital One—“What’s in your wallet?”
• CNN—“The most trusted name in news.”

Figure 5.13: Taglines Used by Various
Brands (2 of 2)
• John Deere—“Nothing runs like a Deere.”
• Maxwell House—“Good to the last drop.”

• Nokia—“Connecting people.”
• Office Depot—“Taking care of business.”
• Target—“Expect more. Pay less.”

• UPS—“What can Brown do for you?”
• Walmart—“Save money. Live better.”

Questions to Consider (2 of 2)
• Which of these taglines do you think are the most
memorable?
• Which ones do you think are the most effective?
• Which of these brands have you used because you
remembered or liked its tagline?

Consistency
• Helps embed brand into
long-term memory
• Visual consistency key
• Repetition enhances recall
• Variability theory
– Different environments
– Can vary content
– Multiple media

Positioning
• Maintain consistent position
• Link in cognitive map

• Avoids ambiguity
• Message stays clear

Campaign Duration
• Goal is to embed into long-term memory
• Length varies

• Too long can make it stale
• Too short impedes retention
• Delay wear-out effects with multiple ad versions

Figure 5.14: The Creative Brief
• The objective
• The target audience

• The message theme
• The support
• The constraints

The Target Audience
• Creatives must fully grasp it
• General profiles do not help

• Useful information:
– Hobbies
– Interests
– Opinions
– Lifestyles

The Message Theme
• Unique selling point
• “Left brain” advertisement
– Logical, rational side of brain
– Manages numbers, letters, words, concepts
– Use rational appeal
• “Right-brain” advertisement
– Emotional side of brain
– Manages abstract ideas, images, feelings
– Use emotional appeal
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

The Support
• Should be the fourth component of the creative brief.
• Facts that substantiate the message theme.

• Examples:
– Aveeno’s “Best of Beauty” seal
– Oral B: Accepted by the ADA
– Humira: FDA-approved for over 16 years

The Constraints
• Legal and mandatory restrictions
• Legal protection for trademarks, logos, and copyright

• Corporate restrictions
• Disclaimers

An Example of Creative Concepts

International Implications
• Significant advertising expenditures made overseas
• Two major differences
– Process of agency selection
– Preparation of international advertising campaigns
• Preplanning research varies

• Understanding of languages and cultures
• Media selection varies

Your Career: Advertising Theory and a
Job Search
• Advertising theories from Ch. 5 apply to individual
careers
• Hierarchy of Effects Model:
– Awareness
– Knowledge
– Liking
– Conviction
– Purchase

Blog Exercises
• Flu Treatments
• Leg Shaving

• Oreo Cookies

Copyright
This work is protected by United States copyright laws and is
provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or sale of
any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work
and materials from it should never be made available to students
except by instructors using the accompanying text in their
classes. All recipients of this work are expected to abide by these
restrictions and to honor the intended pedagogical purposes and
the needs of other instructors who rely on these materials.

Purchase answer to see full
attachment

Saudi Electronic University Homework Help

Share This Post

Order a Similar Paper and get 15% Discount on your First Order

Our Services

Description

Description

Share This Post

Related Questions

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Description

Place Your Order Now!

Calculate the price of your order

Use Our 6 Free Tools