Professional Documents
Culture Documents
Best advertising is
done by
Satisfied customers
What is it?
message
Generation
Money Selection
Execution
mission Stage in plc Social Resp. measurement
Market Share review
Sales goal Competition Communication Impact
Advertising obj. Advertising frq.
Product medi Sales impact
Substitutability
aRFI
Types
Vehicles
Timing
Geographical
Allocation
Advertising Objectives
INFORMATIVE
PERSUASIVE
REMINDER
Reinforcement
Advertising Objectives
Informative Advertising
Persuasive Advertising
Reminder Advertising
•Reinforcement Advertising
Distribution
Packing
Competition sal es
Consumers
Product
Services
UNAWARE
AWARE Hierarchy of
of effect model
COMPREHENSION
AND IMAGE
ATTITUDE
ACTION
Advertising Budget
Factors affecting advertising budget
GENERATION
EXECUTION
SOCIAL RESP.REVIEW
Advertising Message
•EXECUTION
•Television Ads
•Print Ads
•Radio Ads
•Films Ads
Advertising Message
•SOCIAL RESP.REVIEW
•Alcoholic Beverages
•Cigarettes
•Surrogate advertising
•Pharmaceutical products
•Magical Cure
Desirability
IT IS DIFFERENT……..MAGGIE
BELIEVABILITY
Selection
Reach
Frequency
Impact
Media
Media Selection
•Media Reach
•Media Frequency
Media Impact
WE= Rx F x I
Choosing among Major Media Types
Product Characteristics
Message Characteristics
Cost
Alternative Advertising Options
Place Advertising
Bill Boards
Public Spaces
•Product Placement
•Point Of Purchase
Selecting Specific Media Vehicles
Circulation
Effective ad Exposed
Audience
Evaluating Advertising Effectiveness
Portfolio Test
Ask consumers to view or listen to the portfolio of advertisement
Consumers are then asked to recall all the ads and contents,
Understandability, message…….
Evaluating Advertising Effectiveness
Laboratory Tests
Heartbeat
Blood Pressure
Pupil dilation
Galvanic skin response
perspiration
Evaluating Advertising Effectiveness
1 2 3 4
3/2
Products Ad exp. Share of Share of Ad effect.
voice market
A 20,oo,ooo 57% 40% 70%
o
La pala
Drop Your Dry Skin
Fa
Experience the freshness of
New Clothes.
Wash after wash
Samsung
Mesmerize the world
Nakshatra
Much more than juice
active
As exciting under the
bonnet too
swift
Unstoppable-just like
your dreams
…………citizen