DEVELOPING & MANAGING AN ADVERTISING PROGRAM

ADVERTISING
Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods or services by an identified sponsor.

Small companies:

By sales or Marketing person

 Large Company:

Own Advt. dept.

JOB OF ADVERTISING DEPT.

Propose a budget Develop advt. strategy Approve adds & campaigns Handle direct mail advt., dealer displays & other

forms of advt.

OBJECTIVES OF ADVERTISING
An advt. objective (advt. goal ) is  a specific communication task & achievement

level to be accomplished
with a specific audience  in a specific period of time.

 Informative advt. Create awareness & knowledge of new product or new features of existing products  Persuasive advt. To create liking, preference, conviction & Repeat purchase of a product or service It makes an explicit comparison of the attributes of two or more brands

 Reminder advt. to stimulate repeat purchase of products & services  Reinforcement advt. to convince the current purchasers that they made a right choice (automobile ads with special features)

5 M S OF ADVERTISING
Mission Money Message Media Measurement

MISSION
Sales goals Advertising objectives

MONEY
 Stage in PLC  Market share & consumer base  Competition  Advt. frequency  Product sustainability ( cigarettes, soft drink requires heavy advt.)

MESSAGE
Message generation Message evaluation & selection Message execution Social- responsibility review

MEDIA
 Reach, Frequency, Impact ( Level of brand awareness etc.)  Specific media vehicle  Media timing (Macro scheduling & Micro scheduling) Continuity -scheduling exposures evenly throughout a given period Concentration- spending all advt. money in a single period Flighting- advt. for some time-no advt.-again remind advt. Pulsing-continuous advt. periodically

MEASUREMENT (ADVT. EFFECTIVENESS)

Communication impact Sales impact