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Table Of Contents

What is Included in Advertising?
What is excluded from Advertising?
The activities excluded from advertising are:
Advertising Objectives
The basic objectives of an advertising programme may be listed as below:
Importance of Advertising
CLASSIFICATION AND TYPES OF ADVERTISING
1. Product – Related Advertising
A. Pioneering Advertising
B. Competitive Advertising
C. Retentive Advertising
2. Public Service Advertising
3. Functional Classificaiton
A. Advertising Based on Demand Influence Level
A. Primary Demand (Stimulation)
B. Selective Demand (Stimulation)
B. Institutional Advertising
C. Product Advertising
A. Informative Product Advertising
B. Persuasive Product Advertising
C. Reminder-Oriented Product Advertising
4. Advertising based on Product Life Cycle
A. Consumer Advertising
B. Industrial Advertising
5. Trade Advertising
A. Retail Advertising
B. Wholesale Advertising
6. Advertising Based on Area of operation
A. National advertising
B. Local advertising
C. Regional advertising
7. Advertising According to Medium Utilized
3. Functional Classification
i. Advertising Based on Demand Influence Level
A. Primary Demand Stimulation
B. Selective Demand Stimulation
A. Informative Product Advertising:
B. Persuasive Product Advertising:
C. Reminder-Oriented Product Advertising:
6. Advertising based on Area of Operation
B. Regional advertising
C. Local advertising
7. Advertising According to Medium
ADVERTISING PLANNING FRAMEWORK
1. Situation Analysis
2. Consumer and Market Analysis
* Nature of demand
* Extent of demand
* Name of competition
* Environmental climate
* Stage of product life cycle
* Cost structure of the industry
Skills of the firm
* Financial resources of the firm
3. Competitive Analysis:
The Advertising Plan
1. Objectives and Target Selection
2. Message Strategy and Tactics
3. Media Strategy and Tactics
EXTERNAL FACTORS
Advertising Industry
What is an Advertising Agency?
Working with Advertising Agency
Advantage of Using Agencies
Making the Final Decision
Selecting an Agency
Getting the Best Out of an Agency
Setting Advertising Objectives
ADVERTISING BUDGET
Marginal analysis approach
Marginal Analysis for Advertising Budgeting
1. Profit Maximization:
2. Advertising as a Percentage of Sales:
3. The Objective and Task Approach:
4. Competitive Parity Approach
5. All the Organization can afford approach
6. By Using Judgment
Media Brief
Difficulties in Selection of Media Types
Audience Measurement:
Difficulty of Cost Comparisons:
Reliance on a Particular type of Medium:
Selection of Individual Media
The Advertising Schedule
Duplication
Frequency
Colour
Re-run on Advertisement
Timing
Positioning
Questions:
Books for further study:
UNIT-II
COPY DECISION
2.1 Advertisement Layout
2.1 Meaning
Definition
2.1.2 Preparation of a layout
2.1.3 Functions of an Advertising Layout
2.1.4 Principles of Design and Layout
2.1.5 Elements of a layout
1. Background
2. Border
3. Caption
4. Coupon
5. Decoration
7. Illustration
8. Mascot
9. Name Plate (logo)
10. Price
11. Product
12. Slogan
13. Space
14. Subheading
15. Text
16. Trade mark
2.2 CREATIVITY IN ADVERTISING
2.2.1 Activities Comprising Creative Design task Process
(5) Credibility or Back-up Claim_ whatever message is designed, it
(8) Creative Strategy and Tactics- Finally every copy strategy must
2.2.2 QUALITIES OF ADVERTISEMENT COPY-
2.3 CLASSIFICATION OF COPY
2.4 Measuring Advertising Effectiveness
2.4.1 Importance of measuring the Effectiveness of Advertising
(1) It acts as a Safety measure
(2) Provides feed back for remedial measures
(3) Avoids possible failure
(4) To justify the Investment in Advertising
(5) To know the communication Effect
(6) Compare two markets
2.4.2 METHODS OF MEASURING ADVERTISING EFFECTIVENESS
(1) Direct Measures of Advertising Effectiveness
(a) Historical Sales Method
(i) Before-after with Control Group Design
A Before-after with Control Group Design for Measuring the
Effectiveness of Advertising Campaigns
(ii) Multivariable Experimental Designs
(1) Exposure to Advertisement
(2) Attention or Recall of Advertising Message Content
(3) Brand Awareness
(4) Comprehension
(5) Attitude Change
(6) Action
2.4.3 PRE-TEST AND POST-TEST OF ADVERTISING COPY
2.4.4 Copy Testing
2.4.5 Types of Tests
1. Pre-Test Methods
f. Reaction test
2) Post-Test Techniques
(a)Tests of Readability and Comprehension
(b)Tests of Believability
3) Concurrent Methods
1. Consumer diaries
2. Co-incidental surveys
3. Electronic devices
I Historical method
II.Experimental method
2.4.6 Keying the Advertising
2.4.7 COMMUNICATION EFFECTS OF ADVERTISEMENT
2.4.8 Compunction Effectiveness Vs Sales Effectiveness
Conclusion
1. Relevance of advertising objectives on the overall performance
objectives:
2. Difficulty and cost of obtaining data needed to evaluate effectiveness:
Suitability
Questions
Assignment
REFERENCES
Unit - III
ADVERTISEMENT - AN INTRODUCTION:
MARKETING-MIX AND PROMOTION-MIX:
ADVERTISEMENT – DEFINITION:
BRIEF HISTORY OF ADVERTISING:
DEVELOPMENT OF MODERN ADVERTISING:
CONTEMPORARY ADVERTISING:
Advertising in the 21st Century:
STRATEGIC ADVERTISING DECISIONS
Setting Advertising Objectives:
Setting the Advertising Budget
Selecting Media Outlets
Creative Options
Creative Cost
Media Market Reach
Message Placement Cost
Length of Exposure
Advertising Clutter
Response Tracking
Type of Media Outlets
Television Advertising
Radio Advertising
Print Publication Advertising
Internet Advertising
Direct Mail
Signage and Billboards
Product Placement Advertising
Mobile Device Advertising
Sponsorships
Others
Creating a Message
General Message Factors
Message Structure
Message Testing
Evaluating Campaign Results
Chapter Objectives:
MEASURING ADVERTISING EFFECTIVENESS: INTRODUCTION
OBJECTIVES OF MEASURING ADVERTISING EFFECTIVENESS:
MEASURING SALES AND COMMUNICATION PERFORMANCE
Measurement of Communication effects:
WHEN TO MEASURE?
METHODS OF MEASUREMENTS
Consumer Jury
POST-TESTING METHODS
Recall Tests
SEMANTIC DIFFERENTIALS
THE LIKERT SCALE
Sales Test
Self-Regulation by Media
CONTROL BY CONSUMERS
CONTROL BY GOVERNMENT
Growth of Consumerism:
EVOLUTION OF GLOBAL MARKETING
Export
THE GLOBAL PERSPECTIVE
Global Brands
Approaches To Global Advertising
The Global Advertising Plan
The Market Analysis Model
The Culture-Oriented Model
Selecting Media for International Campaigns
The Global Creative Effect
SPECIAL INTERNATIONAL CONSIDERATIONS
Laws and Regulations
Time
THE INTEGRATED MARKETING COMMUNICATION
The Tools of IMC
Stakeholder Audience
Corporate Level
Marketing Level
Marketing Communication Level
Coordination
The Structure of A Campaign Plan
I Situation Analysis
II SWOT Analysis
III Campaign strategy
IV Communication strategy
V Media plan
VI Other Marketing communication activities
VII The appropriation and budget
Situation Analysis
SWOT Analysis
Campaign Strategy
Objectives
Targeting
Scheduling
Media Plan
Other Marketing Communication Activities
The Appropriation and Budget
Evaluating the Campaign Plan
Unit – V
UNIT OUTLINE
Sales Promotion
Definitions of Sales Promotion
Purpose of sales Promotion
Rationale of sales promotion
Short-term results
Competitive Pressure
Low quality of retail selling
Percentage of sales method
Competitive – Parity Method
Objective-and-Task-Method
5. Promotional Mix
6. Strategic Approach
(i). Push and Pull Strategies
Features of pull strategy
Features of push strategy
Push – Pull strategy
7. Evaluation of sales promotional strategy
Sales promotion and product life cycle
Brand Equity
Concepts And Criteria
Criteria For Measuring Brand Loyalty
Building And Using Brand Equity
Managing A Portfolio Of Brands
Advertising, Promotion And The Brand
Do All Brands Need Advertising?
What Can Advertising Do ?
There Is A Price Paradise
What Can Promotion Do?
Integrating Advertising And Promotions
Planning Advertising And Promotion
Leveraging Brand Values For Business And Non-Business Contexts
Brand Values For Non-Business Organisations
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Published by: vivek1218 on Mar 29, 2011
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