ADVERTISING

17-11-13
Figure 17.1 The Five Ms of
Advertising
Developing an
Advertising Program
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
SETTING OF OBJECTIVES
INFORMATIVE-BRAND AWARENESS
CREATION,KNOWLEDGE OF NEW
PRODUCTS, NEW FEATURES OF
EXISTING PRODUCTS
PERSUASIVE-
LIKING,PREFERENCE,CONVICTION,PU
RCHASE
REMINDER-REPEAT PURCHASE
REINFORCEMENT-CONVICTION OF
RIGHT DECISION BY CUSTOMERS(
SPECIAL FEATURES OF A CAR)
INFORMATIVE

INFORMATIVE

PERSUASIVE

REMINDER

REINFORCEMENT

DECISION ON ADVERTISING
BUDGET
FACTORS AFFECTING BUDGET
DECISIONS- STAGE IN P L C,
MARKET SHARE AND CONSUMER
BASE,COMPETITION AND
CLUTTER,ADVERTISING
FRQUENCY,PRODUCT
SUBSTITUTABILITY
P L C

COMPETITION

PRODUCT SUBSTITUTABILITY
BUDGET DECISION
PLC-LARGE BUDGET FOR NEW
PRODUCT( AWARENESS
CREATION),ESTABLISHED BRANDS-
LOW
MKT SHARE- HIGH-LESS BUDGET
COMPETITION/CLUTTER-HEAVY AD TO
BE HEARD
FREQUENCY-REPETITIONS- CREATE
IMPACT
SUBSTITUTES-HEAVY ADS FOR LESS
DIFFERENTIATION-BEER,SOFT DRINKS
DEVELOPMENT OF AD
CAMPAIGN
MESSAGE STRATEGY- WHAT THE
AD ATTEMPTS TO CONVEY
CREATIVE STRATEGY- HOW AD
EXPRESSES BRAND CLAIMS
CREATIVE STRATEGY
MESSAGE GENERATION &
EVALUATION
SEEK THE BIG IDEA
CONNECTION WITH CONSUMERS
RATIONALLY/EMOTIONALLY
FOCUS ON 1-2 CORE SELLING
PROPOSITIONS
PREPARATION OF CREATIVE
BRIEF
ELABORATION OF POSITIONING
STATEMENT
BIG IDEA
CREATIVE DEVELOPMENT &
EXECUTION
EXECUTION CAN BE DECISIVE
FIAT LINEA- AWAY FROM
COMPETITORS
TELEVISION ADS VERSUS PRINT
ADS
LEGAL AND SOCIAL ISSUES-
REFERENCE TO COMPETITORS,
BAN ON CERTAIN CATEGORY OF
PRODUCTS
DECISION ON MEDIA,
REACH,FREQUENCY
MEDIA SELECTION-COST EFFECTIVE, MEDIA
HABITS,LIMITATIONS DUE TO
PRODUCT,BRAND AWARENESS
REACH-NUMBER OF DIFFERENT PERSONS
EXPOSED TO A PARTICULAR MEDIA
SCHEDULE AT LEAST ONCE DURING A
SPECIFIED TIME PERIOD
FREQUENCY-NUMBER OF TIMES WITHIN
SPECIFIED TIME PERIOD THAT AVERAGE
PERSON IS EXPOSED TO THE MESSAGE
IMPACT-QUALITATIVE VALUE OF EXPOSURE
THRU A GIVEN MEDIUM
MEDIUMS AND THEIR
ADVANTAGES- NEWSPAPER
FLEXIBILITY,TIMELINESS,LOCAL
MARKET COVERAGE,BROAD
ACCEPTANCE,HIGH
BELIEVABILITY
TELEVISION
COMBINATION OF
SIGHT,SOUND,MOTION
REGIONAL CHANNELS,HIGH
REACH, HIGH ATTENTION,USE OF
MULTIPLE SENSES
DIRECT MAIL
SELECTIVE AUDIENCE
FLEXIBILITY
NO COMPETITION WITHIN SAME
MEDIUM
PERSONALIZATION
RADIO
MASS USAGE
HIGH GEOGRAPHIC AND
DEMOGRAPHIC COVERAGE
RURAL AREAS
LOW COST
SELECTIVITY
MAGAZINES
DEMOGRAPHIC/GEOGRAPHIC
SELECTIVITY
CREDIBILITY
HIGH QUALITY PRODUCTION
LONG LIFE
GOOD PASS ALONG READERSHIP

OUTDOOR
FLEXIBILITY
HIGH EXPOSURE
LOW COST
PORTABLE
LOW COMPETITION

YELLOW PAGES
LOCAL COVERAGE
BELIEVABILITY
WIDE REACH
LOW COST
SULEKHA.COM
funny commercial -005
NEWSLETTERS
HIGH SELECTIVITY
FULL CONTROL
RELATIVE LOW
COSTSINTERACTIVE
OPPORTUNITIES
BROCHURES
FLEXIBILITY
FULL CONTROL
CAN DRAMATIZE MESSAGE
TELEPHONE
MANY USERS
PERSONAL TOUCH
INTERNET
SELECTIVITY
INTERACTIVE POSSIBILITIES
RELATIVELY LOW COSTS
CHOOSING AMONG MAJOR
MEDIA TYPES
TARGET AUDIENCE MEDIA HABITS
PRODUCT CHARACTERISTICS
MESSAGE CHARACTERISTICS
COST
ALTERNATIVE ADVERTISING
OPTIONS
PLACE ADVERTISING-
BILLBOARDS,PUBLIC SPACES
PRODUCT PLACEMENT
POP
EVALUATION OF ALTERNATIVE
MEDIA
Place Advertising
SELECTION OF SPECIFIC MEDIA
VEHICLES
CIRCULATION
AUDIENCE
EFFECTIVE AUDIENCE
EFFECTIVE AD-EXPOSED
AUDIENCE
DECISION ON TIME ALLOCATION
MACROSCHEDULING-
SCHEDULING IN RELATIONSHIP
TO SEASONS AND BUSINESS
CYCLE
MICROSCHEDULING-ALLOCATION
OF AD EXPENDITURE WITHIN A
SHORT PERIOD TO OBTAIN
MAXIMUM IMPACT
4 OPTIONS IN CASE OF NEW
PRODUCT LAUNCH
CONTINUITY

CONCENTRATION
FLIGHTING
PULSING
Figure 17.3 Advertising
Timing Patterns
EVALUATION OF ADVERTISING
EFFECTIVENESS
COMMUNICATION EFFECT
RESEARCH
SALES EFFECT RESEARCH
Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
Figure 17.2 Relationship among
Trial, Awareness, and the
Exposure Function