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Advertising Plan

Advertising Plan

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Published by Palvi Sachdeva

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Published by: Palvi Sachdeva on Feb 24, 2012
Copyright:Attribution Non-commercial


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y Most companies use an outside agency.Organizations handle advertising in different ways: y In small companies : handled by sales & marketing department. y In large companies : handled by a separate advertising department. .

The 5 M s of Advertising .

products at introductory stage health drinks y Persuasive advertising.Mission y An advertising goal is a specific communication task & achievement level to be accomplished with a specific audience in a specific period of time. Advertising objectives can be classified as: y Informative advertising .g. automobile ads depicts satisfied customers enjoying special features of their new car. .g. E. important at competitive stage detergent y Reminder advertising . E.g. E.

. y If it spends too little . then some of the money could have been put to better use. y If it spends too much . the effect will be negligible .Money y Advertisement has a carryover effect that lasts beyond the current period.

There are 5 factors to be considered when setting the advertising budget: y Stages in the product life cycle y Market share and consumer base y Competition y Advertising frequency y Product substitutability .

of rupees spent.Message y Creativity factor can be more important than the no. Message generation Message evaluation & selection Message execution Social responsibility review .

Media y Deciding on reach & frequency y Choosing among major media types y Deciding on media timing .

y Sales effect research It seeks to determine what effect does the advertisement have on sales. It is more difficult to determine than communication effect.Measurement y Communication effect research It seeks to determine whether an ad is communicating effectively. .

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