Advertising Campaign Evaluation

Definition

• Advertising• Any paid form of nonpersonal

presentation and promotion of ideas, goods, or services by an identified sponsor.

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Advertising: The Image of Marketing

Advertising

• Business firms, not-for-profit firms, social agencies, and professionals such as doctors and lawyers all advertise.

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Major Advertising Decisions

Types of Advertising

• Product advertising: Focuses on a specific good or service

• Institutional advertising: Promotes the activities, personality, or point of view of an organization or company• Public service announcements (PSA) • Advocacy advertising

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Types of Advertising

• Retail and local advertising: Encourages customers to shop at a specific store or use a local service• Ad copy discusses store hours, locations, sales, and featured products

• Do-it-yourself advertising• “Generation C” phenomenon: consumer-generated ad content on the

Web

Advertising campaign• Advertising campaign:

A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time• Limited-service agency • Full-service agency

• Account management• Creative services• Research and marketing services• Media planning

Steps in Developing an Advertising Campaign• Step 1: Identify the target audiences• Step 2: Establish message and budget objectives• Step 3: Create the ads

• Creative strategy: The process that turns a concept into an advertisement

• Advertising appeal: The central idea of the ad

Types of Advertising Appeals• Reasons why—the

unique selling proposition (USP)

• Comparative advertising

• Demonstration• Testimonial

• Slice of life• Lifestyle • Fear appeals• Sex appeals• Humorous appeals• Slogans, jingles, and

music

Steps in Developing an Advertising Campaign• Step 4: Pretest what the ads will say

• Pretesting: Research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media

Steps in Developing an Advertising Campaign• Step 5: Choose the media type(s) and media schedule

• Media planning:The process of developing media objectives, strategies, and tactics

• Aperture:The best place and time to reach the target market

Where To Say It: Traditional Media• Television• Radio• Newspapers• Magazines• Directories

Where To Say It: Internet Advertising• Banners • Buttons • Pop-up ads • Search engine and directory listings• E-mail

• Spamming• Permission marketing

Where To Say It: Indirect Forms of Advertising• Directories• Out-of-home media• Place-based media• Branded entertainment• Advergaming

Media Scheduling: When To Say It

• Media schedule: • Specifies exact media to use and when to use it

• Advertising exposure: • Defines degree to which the target market will see an ad message

in specific vehicles• Impressions:

• Measures number of people exposed to a message in one or more vehicles

Media Scheduling: When To Say It

• Reach: • Measures percentage of target market exposed to

media vehicle • Frequency:

• Measures average number of times a person in the target group will be exposed to the message

• Gross rating points (GRPs) • Reach multiplied by frequency

• Cost per thousand (CPM): • The cost to deliver a message to 1,000 people

Media Scheduling: How Often To Say It

• Typical advertising patterns:• Continuous schedule:

Steady stream of advertising throughout year• Pulsing schedule:

Varies the amount of advertising based on when the product is likely to be demanded

• Fighting schedule: Advertising in short, intense bursts, alternated with periods in which no advertising is done

Steps in Developing an Advertising Campaign• Step 6: Evaluate the advertising

• Post testing: Research on consumers’ responses to advertising they have seen or heard

• Unaided recall • Aided recall • Attitudinal measures

Evaluating Advertising Effectiveness

• Communication Effect Research

• Consumer feedback method• Portfolio tests• Laboratory tests

• Sales-Effect Research

Sales PromotionSales Promotions:Programs designed to build interest in or encourage purchase of a product during a specified period of time

• Deliver short-term sales results• Can target end consumers, channel partners, and/or employees

Sales Promotion DirectedToward the Trade• Allowances, discounts, and deals

• Merchandising allowances• Case allowances

• Co-op advertising• Increasing industry visibility

• Trade shows• Promotional products• Point-of-purchase (POP)• Incentive programs

Sales Promotion DirectedToward Consumers• Price-based consumer sales promotion

• Coupons • Price deals, refunds, and rebates• Frequency (loyalty/continuity) programs • Special/bonus packs

Public Relations• Public relations:

Communication function that seeks to build good relationships with an organization’s publics• Publics include consumers, stockholders, legislators, and other

firm stakeholders• Basic rule of good PR, “Do something good, then talk about it”

Public Relations• Proactive PR activities stem from a firm’s marketing objectives

• PublicityUnpaid communication about an organization that gets media exposure

• PR is critical when a firm’s image is at risk due to negative publicity• PR staff is responsible for preparing

a crisis management plan

Objectives of Public Relations • Typical objectives include:

• Introducing new products to manufacturers• Introducing new products to consumers• Influencing government legislation• Enhancing the image of a firm• Enhancing image of a city, region, or country• Calling attention to a firm’s involvement with the community

Planning a PR Campaign• Multistep process includes:

• Situation analysis• A statement of objectives• Specification of publics, communicated messages, and specific

program elements • Timetable and budget• Discussion of program evaluation plan

Public Relations Activities

• Press releases (various forms)

• Internal PR• Investor relations• Lobbying • Speech writing

• Corporate identity• Media relations• Sponsorships• Special events• Advice and

counsel

Thank you……THANK u…. Justin S Justin S.