Customer: person that buys your

product

Consumer: person that uses your

product

Major Decisions in AdvertisingMajor Decisions in Advertising

Objectives SettingObjectives Setting

Budget DecisionsBudget Decisions

Message DecisionsMessage Decisions

Campaign EvaluationCampaign Evaluation

Media DecisionsMedia Decisions

Informative AdvertisingBuild Primary Demand

Informative AdvertisingBuild Primary Demand

Setting ObjectivesSetting Objectives

Persuasive AdvertisingBuild Selective Demand

Persuasive AdvertisingBuild Selective Demand

Comparison AdvertisingCompares One Brand to

Another

Comparison AdvertisingCompares One Brand to

Another

Reminder AdvertisingKeeps Consumers Thinking

About a Product.

Reminder AdvertisingKeeps Consumers Thinking

About a Product.

Communication EffectsCommunication Effects

Advertising Program EvaluationAdvertising Program Evaluation

Sales EffectsSales Effects

Time

Pe

rfo

rman

ce

3: Compete with convenience3: Compete with convenience

2: Compete with improvements in trust

2: Compete with improvements in trust

1: Compete byoffering betterfunctionality

1: Compete byoffering betterfunctionality

4: Compete on a price basis4: Compete on a price basisLeast demand

Main stream

Most demand

CostsCosts BenefitsBenefits

1-7

Question Marks• High growth, low share • Requires cash to hold market share

Question Marks• High growth, low share • Requires cash to hold market share

Stars• High growth & share• Profit potential • May need heavy investment to grow

Cash Cows• Low growth, high share• Established, successful•Produces cash

Dogs Low growth & share Low profit potential

Dogs Low growth & share Low profit potential

Mar

ket

Gro

wth

Rat

e L

ow

H

igh ?

Important to every consumer!Important to every consumer!Important to every consumer!

Important to your job!Important to your job!

• Age:– < 5– 5 to 15– 16 to 29– 29 to 44– 45 to 64– 65 and over

• Gender• Race• Family Income• Geography• Residence Location

– Urban– Suburban

• DNA characteristics• Diagnostic tests• Disease

– Targets– States– “Career”

• Psychological states– Pain– Discomfort– Social

Slide 2-40

Strength

Weakness

Opportunity

Threat

Where are we going?

StrengthsStrengths WeaknessesWeaknesses

OpportunitiesOpportunities ThreatsThreats

Strategic Long-term Directional Single use

Tactical Short-term Specific Standing

FREQUENCYBREADTH TIME FRAME SPECIFICITY OF USE

1 2

3 4

Date: Tuesday __/__/__1.________________________________

Priority□High □Medium □Low

2.________________________________ Priority

□High □Medium □Low3.________________________________

Priority□High □Medium □Low

4.________________________________ Priority

□High □Medium □Low

Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday

6:00

7:00

8:00

9:00

10:00

11:00

12:00

1:00

2:00

3:00

4:00

5:00

6:00

7:00

8:00

9:00

10:00

11:00

12:00

Date Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1st

2nd

3rd

4th

5th

6th

7th

8th

9th

10th

Finals