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  • Week 8 Lect 1

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    Zoya khan
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    The document outlines 12 steps to developing an effective advertising campaign, including identifying the target market and positioning, deciding objectives, determining desired communication effects, and evaluating the campaign. It discusses factors such as the advertiser and agency as sources, objectives in terms of impacting perception, learning, persuasion and behavior. Key message factors include analyzing strategy and targeting audiences, while important media mix factors comprise effectively delivering the message to the right audience via different media. The receiver's response progresses through thinking, feeling and doing, affecting learning, persuasion and behavior change.

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    The document outlines 12 steps to developing an effective advertising campaign, including identifying the target market and positioning, deciding objectives, determining desired communication effects, and evaluating the campaign. It discusses factors such as the advertiser and agency as sources, objectives in terms of impacting perception, learning, persuasion and behavior. Key message factors include analyzing strategy and targeting audiences, while important media mix factors comprise effectively delivering the message to the right audience via different media. The receiver's response progresses through thinking, feeling and doing, affecting learning, persuasion and behavior change.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    10 views10 pages

    Week 8 Lect 1

    Uploaded by

    Zoya khan
    The document outlines 12 steps to developing an effective advertising campaign, including identifying the target market and positioning, deciding objectives, determining desired communication effects, and evaluating the campaign. It discusses factors such as the advertiser and agency as sources, objectives in terms of impacting perception, learning, persuasion and behavior. Key message factors include analyzing strategy and targeting audiences, while important media mix factors comprise effectively delivering the message to the right audience via different media. The receiver's response progresses through thinking, feeling and doing, affecting learning, persuasion and behavior change.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    Advertising

    Week 8
    Lecture 1
    12 Steps to develop effective campaign
    1. Identifying target market & positioning
    2. Deciding advertising objectives.
    3. Kind of communication effects needed.
    4. How consumers respond to advertising.
    5. Decide the theme.
    6. Develop the campaign.
    7. Decide the advertising appeal.
    8. Develop copy plat form.
    9. Formulate message strategy.
    10. Media Mix.
    11. Schedule, frequency & pattern of ad. release
    12. Evaluation of campaign.
    SOURCE or THE ADVERTISER
    • Advertiser and Advertising agency are the
    sources.
    • They decide objectives for campaign in terms
    of impact from the message.
    • Effects are
    PERCEPTION – LEARNING-PERSUASION &
    BEHAVIOUR ( SALES )
    MESSAGE & MEDIA MIX FACTORS
    Message Key Factors.
    • Analysis of marketing & advertising strategy
    • Target Audience.

    Media Mix Key Factors.


    • A Message reaching a target audience.
    • Effectiveness of media plan
    • Best chance of delivering the message.
    • Different media mix required to reach different target audience
    THE RECEIVER:
    • Message Reception and Response
    THINK FEEL DO
    • Learning
    • Persuasion
    • Behavior

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