Developing Advertising Program

What is ADVERTISING ?

Creative without strategy is “art”

Creative with strategy is

“advertising”

J I RICHARD

5 steps in Developing an Ad

#1 Mission

Informative ads

#1 Mission

Persuasive ads

#1 Mission

Reminder ads

#1 Mission

Reinforcement ads

#2 Money

New Brand

Needed MORE ads

#2 Money

OLD Brand

Needed LESS ads

#2 Money

#2 Money

More market share

Less ads needed

#2 Money

Less market share

More ads needed

#2 Money

Too much ads…

#2 Money

Buts its needed to increaseAds frequency

#3 Message

#3 Message

“Top this TV challenge”

6000 Submission

10 Million online view

#3 Message

After Duck ad

Sale – 13% to 91%

170000 FB follower

“AFLAC”

#4 Media

REACH …

FREQUENCY …

IMPACT …

#4 Media

Total number of exposure Reach

Frequency= *

Weighted number of exposure = Reach * Frequenc

y

* Impact

#4 Media

#4 Media

“15 min could save u

15 % more on your car insurance”

#5 Measurement

Communication –Effect Research

#5 Measurement

Sales Effect Research