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Development of An Advertising Program: Afjal Hossain, Associate Professor, Marketing, PSTU

This document provides an overview of developing an advertising program. It discusses key decisions including setting objectives, budgets, messages, and media. The 5 Ms of advertising are objectives setting, budget decisions, message decisions, media decisions, and campaign evaluation. It also outlines factors to consider for setting the advertising budget and strategies for creating effective advertising messages and selecting appropriate media types and vehicles. Evaluation of the advertising program's communication and sales effects is also highlighted. The document concludes by noting how advertising is typically handled, either through in-house departments or by outsourcing to an advertising agency.

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Tanvir Badhon
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Download as PDF, TXT or read online on Scribd
44 views

Development of An Advertising Program: Afjal Hossain, Associate Professor, Marketing, PSTU

This document provides an overview of developing an advertising program. It discusses key decisions including setting objectives, budgets, messages, and media. The 5 Ms of advertising are objectives setting, budget decisions, message decisions, media decisions, and campaign evaluation. It also outlines factors to consider for setting the advertising budget and strategies for creating effective advertising messages and selecting appropriate media types and vehicles. Evaluation of the advertising program's communication and sales effects is also highlighted. The document concludes by noting how advertising is typically handled, either through in-house departments or by outsourcing to an advertising agency.

Uploaded by

Tanvir Badhon
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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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 …

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