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Transcript
• Chapter Number Four • Development of an Advertising Program Modular: Afjal Hossain, Assistant Professor, Department of Marketing, PSTU Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed. Definition of Advertising U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: 1. Business firms, 2. Nonprofit organizations, 3. Professionals, 4. Social Agencies. The 5 Ms of Advertising Setting Objectives Advertising Objectives • Accomplished with a Specific Target Audience • During a Specific Period of Time • Specific Communication Task Informative Advertising Persuasive Advertising Build Primary Demand Build Selective Demand Comparison Advertising Compares One Brand to Another Reminder Advertising Keeps Consumers Thinking About a Product. Setting Advertising Budget Advertising Budget Methods Affordable, Percentage of Sales, Competitive-Parity and Objective-and-Task Stage in the Product Life Cycle Product Differentiation Advertising Frequency Factors in Setting the Advertising Budget Competition and Clutter Market Share Advertising Strategy Creating Advertising Messages Plan a Message Strategy General Message to Be Communicated to Customers Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive Advertising Strategy Message Execution Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. Testimonial Evidence Scientific Evidence Technical Expertise Personality Symbol Slice of Life Typical Message Execution Styles Musical Lifestyle Fantasy Mood or Image Advertising Strategy Selecting Advertising Media Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media Habits of Target Consumers Nature of the Product Type of Message Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing Advertising Evaluation Advertising Program Evaluation Communication Effects Sales Effects Is the Ad Communicating Well? Is the Ad Increasing Sales?