what are the steps required in developing an advertising program
TRANSCRIPT
What steps are required in developing an advertising
program?
Guided by: Presented by:Prof. Sameer Mathur Smriti Mishra G.E.C Rewa
What is advertising?
It is a paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsors via media.
Reminder Advertising
Aims to simulate repeat purchase of products and services.
Printed ad in a wall
Factors affecting advertising budget
• Stage in the product life cycle• Market share and consumer base• Competition and clutter• Advertising frequency• Product substitutability
Message• Message generation, evaluation and selection-decides what the ad attempts to convey about the brands.• Message execution- how to
convey the message through the ads• Social responsibility -to ensure
that the ads does not overstep social and legal norms.
Television Ads
Its the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure.
Deciding on media and measuring
effectivenessReach(R)- The number of different person exposed to a particular media.
Frequency(F)- The number of time an average person is exposed to the message.
Impact(I)- The qualitative value of an exposure through a given media.
Exposuretotal number of exposure(E)=R x Fhigher the exposure more the audience will be awared of it.
Deciding on media timing and allocation
• Continuity means exposure appear evenly throughout a given period of time.• Concentration calls for advertising in a
single period• Flighting calls for advertising a period
followed by period with no Ads.• Pulsing is continuous advertising at low-
weight levels.
Evaluating Advertising effectiveness
• Communication-effect research-seeks to determine whether an ad is communicating effectively.• Sales -effect research- finding out whether a company is overspending or under spending on advertising