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Steps required in developing an advertising program

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Page 1: Steps required in developing an advertising program
Page 2: Steps required in developing an advertising program

Cost effective WAYTo DISSEMINATE

MESSAGES

Page 3: Steps required in developing an advertising program

How to Develop & Manage

Identify Target Market & Buyer Motives

Page 4: Steps required in developing an advertising program

MessageMediaMeasurement

THE 5- Ms

Then,

MissionMoney

Page 5: Steps required in developing an advertising program

MISSION

Sales goalAdvertising Objectives

Specific COMMUNICATIONtask to be accomplished withA specific AUDIENCE, period

Page 6: Steps required in developing an advertising program

ADVERTISING OBJECTIVE

Informative : brand awareness & knowledge

Persuasive : Liking, preference, conviction

Reminder : Stimulate repeat purchase

Reinforcement : Convince current purchaser

Page 7: Steps required in developing an advertising program

DECIDING

MONEY

Page 8: Steps required in developing an advertising program

Factors Affecting

BUDGET DECISION

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

Page 9: Steps required in developing an advertising program

MESSAGE

Developing TheADVERTISING CAMPAIGN

Page 10: Steps required in developing an advertising program

Three Steps

Social-responsibility review : Social & legal norms

Creative development & execution : Television, print ads

Message generation & evaluation : Connects people

Page 11: Steps required in developing an advertising program

MEDIA

Page 12: Steps required in developing an advertising program

Deciding On

REACHFREQUENCY

IMPACT

No. Of Persons / Households Exposed

The no of times within the specified time period

The qualitative value of an exposure

Page 13: Steps required in developing an advertising program

MAJOR MEDIA TYPE

Page 14: Steps required in developing an advertising program

ALTERNATE ADVERTISING

OPTIONS

Page 15: Steps required in developing an advertising program

MEASUREMENT

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

Page 16: Steps required in developing an advertising program

MEA

SURE

MEN

T

Sales Effect Research

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

Effect on sales

Page 17: Steps required in developing an advertising program