Download Advertising Programs

Advertising Programs
Effects of Advertising Programs
Stages

Cognitive stage

Affective stage

Behavioural stage
Specific Effects
Exposure to message
Message recall
Awareness of product
Knowledge of product
attributes and uses
Willingness to seek more
information
Interest in product
Favourable evaluation of
product or brand attributes
Intention to try or buy
Product trial
Product purchase
ADVERTISING
Paid messages designed to inform or
persuade buyers or users about a product,
service, belief or action.
Developing Advertising Programs
 The
process of setting advertising
objectives
 Procedures for developing advertising
budgets
 Considerations involved in devising a
message and a media plan
 Approaches for evaluating the
effectiveness of a program
Basic Elements of an Advertising Programs
Marketing Strategy
Advertising Objectives
Tentative Budget
Message Design
Media Schedule
Revisions
Implement
Evaluation
Types of Advertising Objectives
Awareness
 Reminder to use
 Changing attitudes about the use of the
product form
 Changing perceptions about the importance
of brand attributes
 Changing beliefs about brands
 Attitude reinforcement
 Corporate and product-line image building
 Obtaining a direct response

The Advertising Budgeting Process
 Establish
a baseline budget
 Based on the advertising objectives,
estimate the message design and
media costs required
 If time and resources permit, run
experiments to obtain a rough estimate
of the impact of the proposed program
 Revise the budget (or objectives) as
necessary
Developing a Tentative Advertising Budget
Prior Year Budget
Percentage of Sales Adjustment
Product Objective
Profitability Analysis
Competitor’s Budgets
Productivity Judgments
Baseline Budget
Advertising
Objective
Message
Design Cost
Results of
Experiments
Changes in Other
Programs
Media
Cost
Tentative Budget
Developing the Media Schedule
Advertising
Objectives
Target
Audience
Frequency and
Reach Criteria
Message
Design
Potential Media
Vehicles
Audience Size
Size, Length and
Position
Tentative Budget
Duplication
Among
Vehicles
Media Scheduling Model
Compare Alternative Schedules
Review Budget
Cost per Insertion
Elements of Message Design
Copy-Claim Alternatives:
 Claims that describe the physical attributes of
the product
 Claims that describe the functional benefits
that can be obtained from the product
 Claims that characterize the product in terms
of the types of people who use it
Elements of Message Design
Execution Style:
 Humour
 Symbolic Associations
 Testimonials
 Product demonstrations
 “Slice of Life”
 Case histories
 Documentation of the product’s attributes
 Comparative advertising
How to Evaluate Advertising Programs
Specific Advertisements:
 Recognition Tests
Estimate the percentage of people claiming to have read a
magazine who recognize an ad when it is shown to them.

Recall Tests
Estimate the percentage of people claiming to have read a
magazine who can recall an ad and its contents.

Opinion Tests
Potential audience members are asked to rank alternative
advertisements as most interesting, most believable, best liked,
etc.

Theatre Tests
Theatre audience is asked for brand preferences before and
after an ad is shown in context of a TV show.
How to Evaluate Advertising Programs
Specific Advertising Objectives:
 Awareness
Potential; buyers are asked to indicate the brands
that come to mind in a product category. A message
used in an ad campaign is given, and buyers are
asked to identify the brand that was advertised using
that message.

Attitude
Potential buyers are asked to rate individual or
competing brands on determinant attributes, benefits,
other characterizations using rating scales.
How to Evaluate Advertising Programs
Evaluating Motivational Impact:
 Intentions to Buy
Potential buyers are indicate likelihood they will buy a
brand (on a scale from “definitely will not” to
“definitely will”.

Market Test
Sales changes in different markets are monitored to
compare effects of different messages, budget levels,
etc.