Chapter Number Four

Development of an Advertising Program

Modular:
Afjal Hossain,
Associate Professor, Department of Marketing, PSTU

Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.
 Definition of Advertising

 U.S. advertisers spend in excess of $175 billion each year.

 Advertising is used by:

1. Business firms,
2. Nonprofit organizations,
3. Professionals,
4. Social Agencies.
The 5 Ms of Advertising
Major Decisions in Advertising
Objectives Setting

Budget Decisions

Message Decisions Media Decisions

Campaign Evaluation
 Setting Objectives
Advertising Objectives
• Accomplished with a Specific Target Audience
• During a Specific Period of Time
• Specific Communication Task

Informative Advertising Persuasive Advertising

Build Primary Demand Build Selective Demand

Reminder Advertising
Comparison Advertising
Keeps Consumers Thinking
Compares One Brand to Another
About a Product.
Setting Advertising Budget
Advertising Budget Methods
Affordable, Percentage of Sales, Competitive-Parity and Objective-and-Task

Product Stage in the Product

Differentiation Life Cycle

Factors in Setting the

Advertising Budget
Advertising Market
Frequency Share

Competition
and Clutter
 Advertising Strategy
Creating Advertising Messages

Plan a Message Strategy

General Message to Be Communicated to Customers

Develop a Message
Focus on
Customer Benefits Creative Concept
“Big Idea”
Visualization or Phrase
Advertising Appeals
Combination of Both
Meaningful
Believable
Distinctive
 Advertising Strategy
Message Execution
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention
and Interest.

Testimonial
Slice of Life
Evidence

Scientific
Evidence
Typical Lifestyle
Message
Technical Execution Fantasy
Expertise
Styles
Personality Mood or
Symbol Image

Musical
 Advertising Strategy
Selecting Advertising Media
Step 1. Decide on Reach, Frequency,
and Impact

Step 2. Choosing Among Major Media Types

Media Habits of Target Consumers
Nature of the Product
Type of Message
Cost

Step 3. Selecting Specific Media Vehicles

Specific Media Within a Given Type, i.e. Magazines.
Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality

Step 4. Deciding on Media Timing

Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
 Advertising Evaluation

Advertising Program Evaluation

Communication Effects Sales Effects

Is the Ad Communicating Well? Is the Ad Increasing Sales?

Ways to handle Advertising

Sales Departments in Advertising Departments

Small Companies in Larger Companies

Advertising Agency

Firm that Assists Companies

in Planning, Preparing,
Implementing and
Evaluating Their
Advertising
Programs.
Questions?
Thank You
… For staying with me …