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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