17-1 (what steps are required in developing an advertising program)

Steps required in developing an advertising program

-Nikunj G Katkoria-NIT Surat

What is advertising?

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.

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.

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.

Stage in the product life cycle

Market share and the consumer base

Competition and the clutter

Advertising Frequency

Product Substitutability

Controlled by 5 factors

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)

Media

Media Types

Television Print Film

Crucial factors while

selecting media

Frequency

Alternate Media Types

Billboards (Hoardings)

Public Spaces (Ads on buses, subways, etc)

Product Placement (Games with Brands)

Continuity

Concentrated

Flighting

Pulsing

Media ti ming and allocati on

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