Ad
-O
bje
ctiv
es Informative
Creates brand awareness and knowledge of new products or new features of exiting products
PersuasiveCreates liking , preference and purchase of a
product/service
ReminderStimulate repeat purchase of product
ReinforcementConvince current purchasers they made the right
choice
What affects the budget decisions?
Stage in product life cycle
Market share & consumer base
Competition and clutter
Advertising frequency
Product sustainability
3 Step process
1. Message generation & evaluation : Influences attitudes and behaviours
2. Creative development & execution: Not just what it says but also HOW
3. Legal & Social issues : ensure that ads do not overstep social and legal norms
Reach
Frequency
Impact
• No. of people exposed
• Launch of new product
• No. of times in specified time period
• Strong competitors
• Qualitative exposure
• Strategic placement of ads
How effective is your ad?
• Communication Effect ResearchCopy testingPerformance matters- before
/afters• Sales Effect Research
How is sales affected?
Stages in Sales Impact of Advertising
Share of Expenditure
s
Share of voice
Share of consumer’s mind and
heart
Share of Market