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Table Of Contents

WhatisIncludedinAdvertising?
Advertisingincludesthefollowingformsof messages: The messages carried in-
WhatisexcludedfromAdvertising?
Theactivitiesexcludedfromadvertisingare:
AdvertisingObjectives
Thebasicobjectivesofanadvertisingprogrammemaybelistedasbelow:
ImportanceofAdvertising
CLASSIFICATION AND TYPESOF ADVERTISING
1. Product–RelatedAdvertising
A. PioneeringAdvertising
B. CompetitiveAdvertising
C. RetentiveAdvertising
2. PublicServiceAdvertising
3. FunctionalClassificaiton
A. AdvertisingBasedonDemandInfluenceLevel
A. PrimaryDemand(Stimulation)
B. SelectiveDemand(Stimulation)
B. Institutional Advertising
C. ProductAdvertising
A.InformativeProduct Advertising
B. PersuasiveProductAdvertising
C.Reminder-OrientedProductAdvertising
4. AdvertisingbasedonProductLifeCycle
A. Consumer Advertising
B. Industrial Advertising
5. TradeAdvertising
A. Retail Advertising
B. WholesaleAdvertising
6. AdvertisingBasedonAreaofoperation
A. Nationaladvertising
B. Local advertising
C. Regionaladvertising
7. AdvertisingAccordingtoMediumUtilized
1.Product–RelatedAdvertising
2.PublicServiceAdvertising
3.Functional Classification
i.AdvertisingBasedonDemandInfluenceLevel
A.PrimaryDemandStimulation
B.SelectiveDemandStimulation
A.InformativeProduct Advertising:
B.PersuasiveProductAdvertising:
C.Reminder-OrientedProductAdvertising:
4.AdvertisingbasedonProductLifeCycle
A.Consumer Advertising
B.Industrial Advertising
5.TradeAdvertising
A.Retail Advertising
B.WholesaleAdvertising
6.AdvertisingbasedonAreaofOperation
A.Nationaladvertising
B.Regionaladvertising
C.Localadvertising
7.AdvertisingAccordingtoMedium
ADVERTISING PLANNING FRAMEWORK
PlanningFramework
1.SituationAnalysis
2.Consumer andMarket Analysis
* Natureof demand
* Extentofdemand
* Nameofcompetition
* Environmentalclimate
* Stageofproduct lifecycle
* Coststructureof theindustry
Skillsof thefirm
* Financial resourcesofthefirm
3.CompetitiveAnalysis:
TheAdvertisingPlan
1.ObjectivesandTargetSelection
2.MessageStrategyandTactics
3.MediaStrategyandTactics
EXTERNAL FACTORS
Advertiser andtheAdvertisingAgencyinterface
AdvertisingIndustry
WhatisanAdvertisingAgency?
WorkingwithAdvertisingAgency
AdvantageofUsingAgencies
MakingtheFinalDecision
SelectinganAgency
GettingtheBestOut ofanAgency
SettingAdvertisingObjectives
ADVERTISING BUDGET
Marginal analysisapproach
MarginalAnalysisfor AdvertisingBudgeting
AdvertisingBudgetAllocationby“RuleofThumb”
1.ProfitMaximization:
2.AdvertisingasaPercentageofSales:
3.TheObjectiveandTask Approach:
4.CompetitiveParityApproach
5.All theOrganizationcanaffordapproach
6.ByUsingJudgment
MediaBrief
DifficultiesinSelectionofMediaTypes
AudienceMeasurement:
DifficultyofCostComparisons:
RelianceonaParticular typeofMedium:
SelectionofIndividualMedia
TheAdvertisingSchedule
Duplication
Frequency
Sizeofadvertisement
Colour
Re-runonAdvertisement
Timing
Positioning
Questions:
Booksfor further study:
UNIT-II
COPY DECISION
2.1Advertisement Layout
2.1Meaning
2.1.2Preparationof alayout
2.1.3FunctionsofanAdvertisingLayout
2.1.4PrinciplesofDesignandLayout
2.1.5Elementsofalayout
1.Background
2.Border
3.Caption
4.Coupon
5.Decoration
6.Heading
7.Illustration
8.Mascot
9.NamePlate(logo)
10.Price
11.Product
12.Slogan
13.Space
14.Subheading
15.Text
16.Trademark
2.2CREATIVITY IN ADVERTISING
2.2.1ActivitiesComprisingCreativeDesigntask Process
(5) Credibility or Back-up Claim_ whatever message is designed, it
(8) Creative Strategy and Tactics- Finally every copy strategy must
2.2.2QUALITIESOF ADVERTISEMENT COPY-
2.3CLASSIFICATION OF COPY
2.4MeasuringAdvertisingEffectiveness
2.4.1ImportanceofmeasuringtheEffectivenessofAdvertising
(1)ItactsasaSafetymeasure
(2)Providesfeedback for remedialmeasures
(3)Avoidspossiblefailure
(4)TojustifytheInvestmentinAdvertising
(5)ToknowthecommunicationEffect
(6)Comparetwomarkets
2.4.2METHODSOF MEASURING ADVERTISING EFFECTIVENESS
(1) DirectMeasuresofAdvertisingEffectiveness
(a) HistoricalSalesMethod
(b) ExperimentalControl
(i) Before-after withControlGroupDesign
A Before-after withControlGroupDesignfor Measuringthe
EffectivenessofAdvertisingCampaigns
(ii) MultivariableExperimentalDesigns
(2) IndirectMeasures
(1) ExposuretoAdvertisement
(2) Attentionor RecallofAdvertisingMessageContent
(3) BrandAwareness
(4) Comprehension
(5) AttitudeChange
(6) Action
2.4.3PRE-TEST AND POST-TEST OF ADVERTISING COPY
2.4.4CopyTesting
2.4.5TypesofTests
1. Pre-TestMethods
f.Reactiontest
2) Post-Test Techniques
(a)TestsofReadabilityandComprehension
(b)TestsofBelievability
3) Concurrent Methods
1.Consumer diaries
2.Co-incidentalsurveys
3.Electronicdevices
I Historical method
II.Experimentalmethod
2.4.6KeyingtheAdvertising
2.4.7COMMUNICATION EFFECTSOF ADVERTISEMENT
2.4.8CompunctionEffectivenessVsSalesEffectiveness
Conclusion
1. Relevance of advertising objectives on the overall performance
objectives:
2. Difficultyandcost ofobtainingdataneededtoevaluateeffectiveness:
Suitability
Questions
Assignment
REFERENCES
Unit -III
ADVERTISEMENT -AN INTRODUCTION:
MARKETING-MIX AND PROMOTION-MIX:
ADVERTISEMENT –DEFINITION:
BRIEF HISTORY OF ADVERTISING:
DEVELOPMENT OFMODERN ADVERTISING:
CONTEMPORARY ADVERTISING:
Advertisinginthe21stCentury:
STRATEGIC ADVERTISING DECISIONS
SettingAdvertisingObjectives:
SettingtheAdvertisingBudget
SelectingMediaOutlets
CreativeOptions
CreativeCost
MediaMarketReach
MessagePlacementCost
Lengthof Exposure
AdvertisingClutter
ResponseTracking
Typeof MediaOutlets
TelevisionAdvertising
RadioAdvertising
Print PublicationAdvertising
Internet Advertising
DirectMail
SignageandBillboards
ProductPlacementAdvertising
MobileDeviceAdvertising
Sponsorships
Others
CreatingaMessage
GeneralMessageFactors
MessageStructure
MessageTesting
EvaluatingCampaignResults
Chapter Objectives:
MEASURING ADVERTISING EFFECTIVENESS:INTRODUCTION
OBJECTIVESOFMEASURING ADVERTISING EFFECTIVENESS:
MEASURING SALESAND COMMUNICATION PERFORMANCE
SalesMeasurement:
Measurementof Communicationeffects:
WHEN TO MEASURE?
METHODSOF MEASUREMENTS
Pretestingmethods
Consumer Jury
POST-TESTING METHODS
Recall Tests
AttitudeChange
SEMANTIC DIFFERENTIALS
THE LIKERT SCALE
SalesTest
Self-RegulationbyMedia
CONTROL BY CONSUMERS
CONTROL BY GOVERNMENT
GrowthofConsumerism:
EVOLUTION OF GLOBAL MARKETING
Export
NationalizationandRegionalization
THE GLOBAL PERSPECTIVE
GlobalBrands
ApproachesToGlobalAdvertising
TheGlobal AdvertisingPlan
TheMarketAnalysisModel
TheCulture-OrientedModel
MediaChoices
TheGlobal CreativeEffect
SPECIAL INTERNATIONAL CONSIDERATIONS
LawsandRegulations
CustomsandCulture
Time
THE INTEGRATED MARKETING COMMUNICATION
TheToolsofIMC
Stakeholder Audience
CorporateLevel
MarketingLevel
MarketingCommunicationLevel
Coordination
TheStructureof A CampaignPlan
I SituationAnalysis
II SWOT Analysis
III Campaignstrategy
IV Communicationstrategy
V Mediaplan
VI Other Marketingcommunicationactivities
VII Theappropriationandbudget
SituationAnalysis
SWOT Analysis
CampaignStrategy
Objectives
Targeting
Scheduling
MediaPlan
Other MarketingCommunicationActivities
TheAppropriationandBudget
EvaluatingtheCampaignPlan
Unit –V
UNIT OUTLINE
SalesPromotion
DefinitionsofSalesPromotion
PurposeofsalesPromotion
Rationaleofsalespromotion
4. Budget
5. PromotionalMix
6. StrategicApproach
(i). PushandPull Strategies
7. Evaluationofsalespromotionalstrategy
Salespromotionandproductlifecycle
BrandEquity
ConceptsAndCriteria
CriteriaFor MeasuringBrandLoyalty
BuildingAndUsingBrandEquity
ManagingA PortfolioOfBrands
Advertising,PromotionAndTheBrand
DoAll BrandsNeedAdvertising?
WhatCanAdvertisingDo?
ThereIsA PriceParadise
WhatCanPromotionDo?
IntegratingAdvertisingAndPromotions
PlanningAdvertisingAndPromotion
LeveragingBrandValuesFor BusinessAndNon-BusinessContexts
BrandValuesFor Non-BusinessOrganisations
References:
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Advertising and Sales Promotion

Advertising and Sales Promotion

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Published by: pgnanendren on Apr 01, 2011
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