Advertisement process

Setting advertising objectives

Setting the advertising budget

Developing advertising strategy

Evaluating advertising campaigns

15-4

Cont..
An advertising objective is a specific
communication task to be accomplished with
a specific target audience during a specific
time given.
Objectives are classified by primary purpose

Inform

Persuade

Remind
15-5

Cont..

Informative advertising is used when introducing

a new product category; the objective is to build
primary demand.
Persuasive advertising is important with
increased competition to build selective demand
Reminder advertising is important with mature
products to help maintain customer relationships
and keep customers thinking about the product

15-6

Reminder advertisement

Informative ad

Persuasive ads

Setting the Advertising Budget

Factors to consider when setting the

budget

Product life-cycle stage

Market share

15-9

Developing the Advertising Strategy

Advertising strategy is the strategy by

which the company accomplishes its
advertising objectives.
It consists of two major elements:
creating the advertising message and
selecting the advertising media.
15-12

Creating the Advertising Message

Advertisements need
to break through
the clutter:

Gain attention

Communicate
well

15-13

Creating the Advertising Message

Advertisements need to be better planned,

more imaginative, more entertaining,
and more rewarding to consumers

Madison & Vinethe intersection of

Madison Avenue and Hollywood
represents the merging of advertising
and entertainment
15-14

Cont
Creating the Advertising Message

Steps in creating effective advertising messages

1.
2.

3.

Message strategy
Creative concept-meaningful , distinctive
,beliveable
Message execution
15-15

Message execution

Slice of life
Lifestyle
Fantasy
Mood or image
Musical

Personality symbol
Technical expertise
Scientific evidence

15-18

Creating the Advertising Message

Message execution also
includes:

Tone

Positive or negative

Attention-getting words
Format

Illustration
Headline
Copy
15-19

Selecting Advertising Media

Major steps include:

1.

Deciding on reach-frequency-impact

2.

Selecting media vehicles

3.

Deciding on media timing

15-20

Selecting Advertising Media

Reach is a measure of the percentage of people
in the target market
Frequency is a measure of how many times the
average person in the target market is
exposed to the message
Impact is the qualitative value of a message
exposure through a given medium
15-21

Selecting Advertising Media

Selecting media vehicles involves

decisions that present the media
effectively and efficiently to the target
customer and must consider the
messages:

Impact

Effectiveness

Cost
15-22

Evaluating Advertising Effectiveness and Return on

Advertising Investment
Communication effects indicate whether the
ad and media are communicating the ad
message well and can be tested before or
after the ad runs
Sales and profit effects compare past sales
and profits with past expenditures or through
experiments
15-27