17-1 (what steps are required in developing an advertising program)
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Transcript of 17-1 (what steps are required in developing an advertising program)
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Steps required in developing an advertising program
-Nikunj G Katkoria-NIT Surat
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What is advertising?
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Advertising is the activity or profession of producing advertisements for commercial products or services.
Advertising Program is detailed outline of a firm’s or a product’s advertising campaign which shows what are the advertising objectives, how they will be achieved, and what commitment of resources is required.
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Informative Advertising• Aims to create brand awareness and knowledge of
new products or nee features of existing products.
Persuasive Advertising• Aims to create liking, preference, conviction and
purchase of a product or service.
Reminder Advertising• Aims to stimulate repeat purchase of products and
services
Reinforcement Advertising• Aims to convince current purchases that they made
the right choice.
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Money
Advertising budget
How does a company know it’s spending the right amount?
It is an investment in building brand equity and customer loyalty.
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Stage in the product life cycle
Market share and the consumer base
Competition and the clutter
Advertising Frequency
Product Substitutability
Controlled by 5 factors
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Message
•Message Generation and evaluation
(What it says?)
•Creative Development and evaluation
(How it says?)
•Legal and social issues(Must ensure that advertising does not
overstep social and legal norms)
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Media
Media Types
Television Print Film
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Crucial factors while
selecting media
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Frequency
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Alternate Media Types
Billboards (Hoardings)
Public Spaces (Ads on buses, subways, etc)
Product Placement (Games with Brands)
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Continuity
Concentrated
Flighting
Pulsing
Media ti ming and allocati on
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Evaluating Advertising Effectiveness
Communication-effect Research
Sales-effect Research
Share of Expenditures
Share of Voice
Share of market
Share of mind and art
•Consumer feedback method•Portfolio test•Laboratory Test