Upload
sameer-mathur
View
66
Download
0
Tags:
Embed Size (px)
Citation preview
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