Effective Advertisement

8/3/2019 Effective Advertisement

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Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

EffectiveEffective AdvertismentAdvertisment

Presented By

Group 12

Manoj Das Gupta

Jijasini pani

Om prakash


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ContentContent

MeaningMeaning

ObjectiveObjective ClassificationClassification

Step Of Effective AdvertisementStep Of Effective Advertisement

Advertising MessageAdvertising Message Media SelectionMedia Selection


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Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. 1-m.d

AdvertisementAdvertisement

Paid form of nonpersonal presentationand promotion of

products,

services,

ideas,

persons, or

organizations by an identified sponsor


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Objectives of AdvertisingObjectives of Advertising

Informative advertising seeks to developinitial demand

Persuasive advertising attempts to

increase demand for an existing product

Reminderadvertising strives to reinforceprevious promotion by keeping the name

of the product before the market


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Advertising objectives in relation to theAdvertising objectives in relation to the

stage in the product life cyclestage in the product life cycle


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55--m.dm.d

Classification of AdvertisementClassification of Advertisement


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Print Advertisement Newspapers,Magazines, Brochures, Fliers .

Broadcast advertisement Television,Radio and the Internet.

Outdoor Advertisement Billboards,Kiosks, Tradeshow.

Covert Advertisement Advertising inMovies.

Public Service AdvertisementAdvertising for SocialCauses


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Steps of Effective Advertising Program

Setting the advertising objectives Deciding on the advertising budget Designing the message. Deciding on the media . Deciding on media timing. Evaluating advertising effectiveness.


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SSettingetting thethe AAdvertisingdvertising OObjectivesbjectives

The target

The position

Response desired

Time horizon

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DDecidingeciding on the advertising budgeton the advertising budget

Objective-and-task approach

Affordable method Percentage-of-sales method

Competitive-parity method

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DDesigningesigning the message.the message.

Capture attention

Hold interest

Arouse desire

Elicit action

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MediaMedia CCategoriesategoriesshould be examined for their capacity toshould be examined for their capacity to

deliverdeliver::

Reach is the number of different persons orhouseholds exposed to a particular message

at least once during a specified time period.

Frequency is the number of times within thespecified time period that an average personor household is exposed to the message.

Impact is the qualitative value of an exposureand the fit with a target audience.

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DDecidingeciding on media timing.on media timing.

Macroschedu

ling

cyclical

seasonal

MicroschedulingB

urst advertisingContinuous advertising

Intermittent advertising Flighting

Pulsing

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EEvaluating advertising effectiveness.valuating advertising effectiveness.

Customers tell how did they learn about us.

Increase in sales of the promoted goods.

More calls to our toll-free line.

Calls to a campaign-specific phone number.

Specific codes applied by customers to

receive offered discount (i.e. Tube).

Redeemed coupons or vouchers that weregiven out at a campaign.

Increased visits on our website.

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Ads must be meaningful, believable, anddistinctive

Creator must decide whether to focus on

A practical appeal (i.e., price), or

Emotional responses like fear, humor or

fantasy

Advertising Campaign

Series of different but related ads that use asingle theme and appear in different media within

a specified time period

Advertising MessagesAdvertising Messages


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TelevisionTelevision

Has grown to rival newspapers as thedominant advertising medium

Greatest share of TV ad revenues come fromcompanies that advertise nationally

Virtual Ads that are superimposed ontosporting events -- they seem to be part of thearenas signage, but cant be seen by thoseattending the event

Another trend: abbreviated spots 15 and 30second spots

Cable TVs share of ad revenues has grown,while the networks share is falling

Media SelectionMedia Selection


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RadioRadioPopular choice for up-to-the-minute

newscasts

Also popular for targeting advertising

messages to local audiencesRecently, has become one of the fastest-

growing media alternative

Playing an increasingly important role as a

national, an even the global, favorite


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NewspapersNewspapersContinue to dominate local markets

Retail and classified advertisement are key

Important advantages include flexibility and

community prestige

Newspapers facilitate coordination between

local and national advertising

Newspapers offer powerful merchandisingservices like promotional and research

support

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