Steps required in developing an advertising program

Cost effective WAYTo DISSEMINATE

MESSAGES

How to Develop & Manage

Identify Target Market & Buyer Motives

MessageMediaMeasurement

THE 5- Ms

Then,

MissionMoney

MISSION

Sales goalAdvertising Objectives

Specific COMMUNICATIONtask to be accomplished withA specific AUDIENCE, period

ADVERTISING OBJECTIVE

Informative : brand awareness & knowledge

Persuasive : Liking, preference, conviction

Reminder : Stimulate repeat purchase

Reinforcement : Convince current purchaser

DECIDING

MONEY

Factors Affecting

BUDGET DECISION

• Market share & consumer base• Stage in product life cycle• Product substitutability• Advertising frequency• Competition & clutter

MESSAGE

Developing TheADVERTISING CAMPAIGN

Three Steps

Social-responsibility review : Social & legal norms

Creative development & execution : Television, print ads

Message generation & evaluation : Connects people

MEDIA

Deciding On

REACHFREQUENCY

IMPACT

No. Of Persons / Households Exposed

The no of times within the specified time period

The qualitative value of an exposure

MAJOR MEDIA TYPE

ALTERNATE ADVERTISING

OPTIONS

MEASUREMENT

Measure the communication effect(impact on awareness, knowledge, sales)

MEA

SURE

MEN

T

Sales Effect Research

Communication Effect ResearchCalled Copy testingIs an ad communicating effectivelyShould perform, after-before

Effect on sales