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  • Week 6 Lect 2

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    Zoya khan
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    The document discusses methods for determining an advertising budget, including the affordable rate method, percentage of sales method, competitive parity method, and objective and task method. It also covers implementing and evaluating advertising campaigns by specifying activities, responsibilities, schedules, and available budgets. Key decisions for setting an advertising budget include setting objectives, selecting a budget method, and choosing appropriate media. Advertising research is also important to understand customers, brand perception, and how to improve perception. The research process involves defining problems, exploratory research, setting objectives, research design, data collection, analysis, and reporting.

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    The document discusses methods for determining an advertising budget, including the affordable rate method, percentage of sales method, competitive parity method, and objective and task method. It also covers implementing and evaluating advertising campaigns by specifying activities, responsibilities, schedules, and available budgets. Key decisions for setting an advertising budget include setting objectives, selecting a budget method, and choosing appropriate media. Advertising research is also important to understand customers, brand perception, and how to improve perception. The research process involves defining problems, exploratory research, setting objectives, research design, data collection, analysis, and reporting.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    7 views12 pages

    Week 6 Lect 2

    Uploaded by

    Zoya khan
    The document discusses methods for determining an advertising budget, including the affordable rate method, percentage of sales method, competitive parity method, and objective and task method. It also covers implementing and evaluating advertising campaigns by specifying activities, responsibilities, schedules, and available budgets. Key decisions for setting an advertising budget include setting objectives, selecting a budget method, and choosing appropriate media. Advertising research is also important to understand customers, brand perception, and how to improve perception. The research process involves defining problems, exploratory research, setting objectives, research design, data collection, analysis, and reporting.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 12

    Advertising

    Week 6
    Lecture 2
    ADVERTISING BUDGET
    ADVERTISING BUDGET
    4 Methods to determine
    • AFFORDABLE RATE.
    • PERCENTAGE OF SALES METHOD.
    • COMPETITIVE PARITY METHOD.
    • OBJECTIVE & TASK METHOD.
    ADVERTISING BUDGET
    ADVERTISING BUDGET
    ADVERTISING - IMPLEMENTATION &
    EVALUATION
    • Deals with campaign‘s specific tactics.
    • Specifies about activities to be undertaken.
    • People responsible for these.
    • Time schedules.
    • Budget availability.
    ADVERTISING BUDGET
    Advertising manager to find answers…
    • WHAT IS TO BE DONE?
    • WHO WILL DO IT?
    • WHEN WILL IT BE DONE?
    • HOW WILL IT BE DONE?
    REMEMBER:
    • ―Success is in details”
    ADVERTISING BUDGET
    Details Collection (Advertisment Research)

    Three Critical Decisions!


    1. SETTING OBJECTIVES.
    2. SELECTING THE METHOD.
    3. CHOOSING APPROPRIATE MEDIA.

    Four CHOICES to be made.


    1. WHAT PROGRAMME?
    2. WHAT DAYS OF THE WEEK?
    3. WHAT TIME OF THE DAY?
    4. HOW MANY TIMES?
    ADVERTISING BUDGET
    Five AT LEAST
    1. Helps in appropriate positioning decision for
    the brand.
    2. Helps in selecting target markets.
    3. Find acceptability of creative ideas.
    4. Pre -- testing of ads.
    5. Post – testing of ads.
    ADVERTISING BUDGET
    ADVERTISING RESEARCH OBJECTIVES
    Advertiser should find out:
    • Who are the customers?
    • Who are the customers?
    • What are the likes & dislikes of customers?
    • How is company‘s brand perceived?
    • How to improve customer‘s perception?
    ADVERTISING BUDGET
    ADVERTISING RESEARCH PROCESS
    STEPS to collect relevant information:

    • PROBLEM DEFINITION.
    • EXPLORATORY or INFORMAL RESEARCH.
    • DETERMINING RESEARCH OBJECTIVES.

    RESEARCH DESIGN:
    • Sampling methods & size.
    • Scaling.
    • Data collection method.
    • DATA COLLECTION.
    • DATA TABULATION & ANALYSIS.
    • INTERPRETATION CONCLUSION & REPORTING.
    ADVERTISING BUDGET
    ADVERTISING BUDGET
    ADVERTISING BUDGET

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