Download Advertising Budget Methods Affordable, Percentage of Sales

• 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?